HM Fashion

Topics: Fashion, Clothing, Sweden Pages: 10 (1260 words) Published: November 23, 2014

H&M Fashion and Quality at its Best Price

Leah-Marie Marsang


College of Science Technology Applied Arts of Trinidad and Tobago

In this paper, we look at the European born fashionable clothing store, H&M. We gain knowledge of the brief history of the store, where it began, who started it and how it became worldwide.

Also discussed, the different services and products H&M provide its consumer, who does it provide such products to and in what categories.

We can also read about the different collaborations H&M did to provide variety to the line. We speak about their campaigns that they produce every season to mesmerize their consumers and also their ads that they print or make video.

H&M Fashion and Quality at its Best Price
Many clothing stores in the fashion industry cannot take their brand worldwide. This is because of different niche markets, not enough funding and it does not satisfy the needs of many. H&M has beaten the odds and has made a name for it worldwide by starting off in Sweden and making its way across the continent to the United States.


Hennes & Mauritz is a Swedish formed brand which was established in Västerås 1947 by Erling Persson. It was first named Hennes, which means ‘hers’ in Swedish, because they only sold cloth for women were sold. Persson bought a a company in 1969 which was produced with men’s wear, and that store was named Mauritz.

It officially became H&M and only had one store location in the United States in 2000. It has been such a success in the United States that the chain has expanded from one store location in New York to over 169 stores. Today, H&M has stores in 29 different countries with 68,000 employees all over the world.

Basic Products and Services Offered

H&M provide fashionable clothing for everyone. Women and teens have a varied choice of designs, trends and sizes at their leisure at the store. They have everything from evening dresses to cheap everyday wear like tank tops for $5US. H&M has a lot of knit coats this upcoming fall season and most clothes in their stores are anywhere from $5 to $100US price range. In the Female category they provide: jeans, pants, tops, cardigans and sweaters, shorts, shirts and blouses, dresses, jackets and coats, lingerie, sportswear, swimwear, blazers and waistcoats, socks and tights, sleepwear, cosmetics, shoes, accessories, maternity wear and Plus Size 14-24 The Male category includes: jackets and coats, t-shirts, vests, sweaters and cardigans, shirts, pants, hoodies, sweatshirts, jeasn, sportswear, jackets and suits, underwear and socks, swimwear, shoes and accessories. Clothing for children is also available from newborn to fourteen year olds and beyond. H&M also allows everyday people to own pieces from famous designers. Some designers who have offered their exclusive collections include, Karl Laggerfeld, Stella Mc Cartney, Victor & Rolf, Roberto Cavalli, Kylie Minogue, Versace and Jimmy Choo for shoes.

Campaigns and Campaign Design
At H&M, they show their theme of ‘fashion and quality at the best price’ by doing many different advertising campaigns around the world yearly whether it be print or video. These campaigns are created in Sweden by the marketing department alongside creative professionals which they source from all over the world. Their ads are made to be simple and clear and its goal is to let the customer know what is new with H&M. (Responsible Marketing).

H&M ads are very minimalistic. The ad will feature a model in a piece from the upcoming collection, with a plain background. Very rare it would have a scene at the back unless it is for beach wear. The ad has the company’s logo and if it is collaboration for the season then they would have the designer’s name displayed on the...

References: Fashion Against Aids. (n.d.). Fashion Against Aids. Retrieved November 10, 2013, from
H&M Winning Raves for Having a Normal-Looking Woman Model Its Beachwear | Adweek. (n.d.). AdWeek. Retrieved November 10, 2013, from
Responsible marketing. (n.d.). Responsible marketing. Retrieved November 10, 2013, from
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