h&m facts

Question 1

Competitors

Answer 1

Bershka, Zara, Uniqlo, Forever 21

Question 2

Market Share

Answer 2

In 2017, Market share was 1.4%

Question 3

Top 5 worldwide fashion retailers in 2017

Answer 3

1. Nike - 2.8%
2. Adidas - 1.8%
3. H&M - 1.4%
4. Zara - 1%
5. UNIQLO - 0.7%

Question 4

How many H&M stores are there worldwide

Answer 4

In 2020, there were 5018 stores

Question 5

Profit of the year

Answer 5

in 2021, poty was 11010m SEK (swedish currency)

Question 6

Net sales increase

Answer 6

Increased by 12% in 2021 to SEK 198967m

Question 7

How have H&M grown?

Answer 7

• creative marketing
• fast production
• short product life cycle

Question 8

CSR - Garment collecting programme:

Answer 8

Customers take unwanted clothes stores to store, recieve thankyou gift voucher yo spend as an incentive. H&M sort through them and have 3 options:

1. REwear: sell as second hand
2. REuse: turn into something else eg) cleaning cloths
3. REcycle: shred into fibres make eg) insulation materials

Question 9

CSR: Clothes rental service in Stockholm

Answer 9

• Rent clothes from their concious exclusive collection

- This is to help to stop fast fashion

Question 10

CSR: Bottle 2 Fashion programme

Answer 10

• Over 7.5 million bottles collected and recycled in 2021.
• Teamed up with ‘Danone’ for the past 2 years
• They transform plastic bottle waste from Indonesia into recycled polyester
• Their latest kids collection turns plastic waste into every day fashion.

Question 11

CSR Focuses

Answer 11

• Water and Sanitation: focus on raising awareness
• Education and Environment: sustainability at heart, promoting quality education
• Empowerment and livlihood: focus on livelihood enhancement and the mepoweremtn of women, youth and girls

Question 12

CSR award:

Answer 12

2016 Drapers Award, one of many of the reasons they won is for ‘ great commitments to organic and sustainable cotton’

Question 13

Political Factors

Answer 13

Being franchised in many countries means each country has different rules and regulations that must be adhered to.
BREXIT: H&M is swedish - this caused increased tariff charges

Question 14

Legal Factors

Answer 14

• IPR: Interlectual Property Rights - often a big issue in the fashion industry.
• H&M promote equality and are against all forms of discriminiation
• World Laws: these are followed by h&m - eg. not employing underage

Question 15

Economical Factors

Answer 15

Despite BREXIT, sales rose 7%.

80% of h&m stores closed down due to lockdowns, sales dropped 18%

Question 16

Technological Factors

Answer 16

• h&m have an app, website and stores (e commerce and m commerce)
• customer loyalty scheme - collect points, free delivery, rewards… (similar to tesco clubcard used for market research??)
• introduction of self checkouts - less staff req, lower unit costs
• included in their app is: click and collect, scan and find, reviews, live help chat