The Impact of H&M's Website on Brand Image and Customer Engagement

This report provides a comprehensive analysis of the H&M website's role in enhancing the brand's image and driving customer engagement through effective e-business and e-marketing strategies. It examines how H&M utilizes its website to inform customers about its products, services, and overall brand identity. The report delves into various digital marketing tools such as SEO, pay-per-click (PPC) advertising, and Google AdWords, illustrating how these techniques are employed to attract customers and drive sales. The analysis also explores how the website contributes to customer loyalty, optimizes resource utilization, and strengthens H&M's overall business profile. Furthermore, the report discusses future opportunities for website utilization, including the integration of mobile apps and the adaptation of strategies to expand into new markets. Recommendations are provided for website optimization, emphasizing the importance of clear product classification, effective use of digital tools, and a well-structured website design to maximize its impact on the fashion brand's success.

E-Business & E-Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN ANALYSIS..........................................................................................................................3
How website can help a company to improve its image to the public........................................3
Future utilisation of the websites................................................................................................6
Recommendation.........................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Website is the leading platform consists of the details & information about any product of
the company or firm which is having tangibility or non-tangibility in terms of the identify. Role
of the website is to creates a positive response of business image on the international and also on
domestic level. The major aim of the websites is to inform people on what firm pursues and what
they are being willing to offers to its potential customer (Chong and et. al., 2016). In the current
era, digital era is changing and websites is one major part of informing customer about the
business products or services. This report will carry on H&M which stands for Hennes &
Mauritz which is the UK leading multinational clothing brand selling for men, women and kids.
As, this firm operates in almost 62 countries within having 4500 stores and employing 132000
people. In contrary, report will be help to explain how company generally utilises its own
websites so as to creates positive image of its within their customer's. Also, report will try to
show what additional benefits a websites of the company can be offered to its potential in
minimum point of time duration. As also, report is not about financial gain, but image and
benefits which the H&M can derived to its potential buyers.
MAIN ANALYSIS
How website can help a company to improve its image to the public
Website is a page or collection of the pages on world wide web (WWW) that contains a
kind of specific information which is useful to provides from one person to another and traces
back to common uniform resource locator (URL). This is helpful for business firm such as retail
stores so as to creates positive image of the company products or services and led easy selling
either through that websites or any portal linked to that website. With the purpose to create
positive and clear image, its being necessary to first plan as well as prepares concise and well
designed websites and feed company details such as products or services which will be offers to
customer in right and correct manner (Frost and Strauss, 2016). Also, in addition, this also
involves correct and right way of representing websites such as taking defined decision making.
In context of the H&M, aim of its websites is to create and share right information of business
credentials in an effective manner. If talks in context of the H&M, it is one of the leading fashion
retailer sells its products majorly in the UK and Sweden using both online & offline techniques.

H&M website is also known for its quality, value offering, time saving and cost saving of
their prospective customer's into the right manner. Main intention of the websites is to makes
correct platform with help of which customer's of the H&M gets to interact with them and led
perfect decision making on choice of apparel wants to be purchases.
Given image is of H&M websites which is classified in different sense such as product
classification on the basis of gender, income group and culture of the fashion offerings. H&M
websites is mainly seems as attractive and thus have potential to attracts more customer. This
will helps H&M to gather positive image of its customer's and in return would be go for high
purchase decision making. If talks in depth, there are various digital tools which is applied in
case of using websites by the H&M are as follow:
SEO: It stands for search engine optimisation is the kind of practice for increasing quality
and quantity of the traffic to the business websites using organic search engine results (Sheikh,
and et. al., 2017). This is a part of the digital marketing and in which business rises human traffic
through optimising its site such as bug fixing, optimising site, calibration and check of an
information in the productive manner. H&M uses this tool to creates traffic of the customer who
are freak of using fashion and having special interest to utilises the fashion into right manner.
PPP: It stands for pay per click is the correct way of using search engine advertising to
generate click to your websites, rather than earning on those clicks generally. H&M have major

option to use this as digital tools to generate more search, attracts people and enables right and
concise decision making in respect of encourage customer's to visit and buy more. This helps to
takes out positive response of the customer into right manner and takes perfect decision making
in context of build quality and quantity of the customer's in right manner of time.
Google AdWords: This is a kind of tools is majorly useful when the company tries to
attracts customers of non-fashion segments or those have different choices of using fashion
products in an easy manner (Brzozowska and Bubel, 2015). Using this, H&M can advertises
their products on different websites or portals.
These are some of the digital tools which H&M can use to brings prospective customer's
to its websites and lead specific buying of their customer in an effective manner. Also with use
of all such techniques or tools, H&M can be also expects for positive image of its products or
services such as fashion retail involves men, women and kids as the major segments to whom to
target to sell the fashion products. Thus, it is necessary for H&M to targets its customer's using
digital marketing as a tool to rise forces of the positive response and attracting more buyers.
There are various ways in which website is helpful in case of improving image to their
customer's are as follows:
Optimum utilisation of the resources: Using websites, H&M is expecting clear and finish
redemption of their strategies as resources so as to attract potential customer into the given point
of time. In this intention, prominent intention is to generates legal idea on how to develop sites
and fashion portal and perfect changes that can be added to profile of the company. Using this,
H&M can be prioritised to put its focus on time & cost saving of its prospective buyers. Hence,
corrective planning is being required in this context (Iddris and Ibrahim, 2015). In this, right
technology and strategic tool is advert to do planning for development of the websites or portal.
Enhances customer's loyalty: Using websites, customer loyalty is expected along with
taking right decision making on what to be offers to customer and how to retain people to uses
sites for future buying or purchase decisions. Customer loyalty for using H&M websites can be
attain, when this leading fashion brand would optimises its sites into the right manner and also
helpful to brings out an effective regulation in the purchasing using this websites. Also, customer
loyalty can made through creating positive image of websites such as using perfect colour
classification, specification of the websites along with taking right decision on how to attracts
more and more customer in given point of time.

Brings out business strength: This is a kind of major strength consideration in which
websites of the H&M is need to be enriched with longer development of product classification
and websites development using homogeneous classification or enrichment. With clear and
concise image of the H&M, expectation is very much high in context of accomplishing business
strength (Karjaluoto and et. al., 2015). Thus, its being necessary for H&M to implements
strategies such as optimisation of a right strategy in order to brings business strength for longer
time period.
These are some of the ways with help of which positive image or profile of the company
can be enhanced along with ensures long term sustainability of the business and growth of the
business. If in future, H&M is expanding its product to other countries, in that case, showing
presence on internet is being useful for them to retain into the market structure for longer time.
Hence, websites is much useful in this case and also rising longer development of the business.
Future utilisation of the websites
Websites is one of the necessary platform with help of which customer's of the H&M
business is expecting to gather more customer's in future time period along with enriching the
current market status. In current era, even software and mobile apps are also made available, the
focus of which is on giving ease to people and led convince to people for buying any products.
But, websites is difficult to be replaced and tarnished, as most of the customer's uses big screen if
in case of buying any defined products or services in given point of time. Also, H&M can use
their websites so as to led ease buying by shortening load of it using internet platform way. Role
of websites is pursues right and effective decision making in case of taking an accurate decision
on developing business strength by utilising digital tool such as search engine optimisation, PPP
and google Ad-words to led forces to attracts customer with reference to other products websites.
In case of retaining customer's, it is proactively important for H&M to develop strategies such as
optimising of their websites in order to attain accurate customer base along with the evaluation
of all these strategies (Saura and et. al., 2019). Thus, it is prominent to evaluates digital tools
such as SEO, google AdWords and PPP to develop websites accordingly and to led customer's
enrichment. In context of the H&M, it is prominent for this fashion brand so as to bring digital
tools performs in most accurate way.

Recommendation
It is recommendable that websites are need to be structures into the most defined manner
and colour & structure and also which have right classification of products and services to sell
effectively. It is also recommendable that digital tools should be utilised or being optimised into
the right manner or ways. Real profile of the company only comes when websites is comes only
in right manner (Shaltoni, 2016). Utilisation of the digital tool is majorly focused onto to led
right and perfect utilisation of the H& websites so as to sell fashion outlet products or services
effectively. Hence, right strategies to develop websites is prominently important to enrich
business operates in perfect point of time. Finally, right optimisation of the websites is being
focused onto rightly utilising websites for purchase basis.

CONCLUSION
From the above report, it is concluded that websites is an effective platform which has
been helped a lot to inform customer with right and accurate information of the products or
services into the right manner. The purpose of websites is to gives out easy to the customer's in
process of an easy and buying of the company products or services into defined manner or source
of time. Therefore, role of websites is to attracts the potential people so as to sell defined product
in defined point of time. Lastly, it is prominent to rise development of the websites in order to
led an effective regulation of the regulation of the websites.

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