Presentation by Elina Nilsson and Lena Ytterberg
Advertising Management, January 24, 2011
About H&M Swedish retail-clothing company
Established in 1947
Known as fast-fashion clothing
Philosophy is ”To bring you fashion and quality at the best price.”
The world of H&MExpanded significantly the last years
38 different countries
Almost 2 200 stores◦ About 200 of those are located in USA
◦ First store in USA opened in New York on 5th Avenue, Manhattan in 2000
In which countires does H&M operate?
Icon and designer collaborations
Design collaboration every year since 2004
International designers and fashion icons◦ Madonna, Stella McCartney, Jimmy Choo, Kylie
Minouge
Famous and quality design at low prices
Celebrities and H&M
Why this kind of campaign?
Boosts the brand as a fashion house
Makes the business concept clearer to customers◦ Trendsetter
◦ High-fashion
◦ Still affordable prices
Hype and attention
Brand equity
Relation to class
The celebrity’s behavior may pose a risk to the company
The celebrity’s behavior may pose a risk to the company
The celebrity may overshadow the product being endorsed
The celebrity may overshadow the product being endorsed
The celebrity may be overexposed, reducing his or her credibility
The celebrity may be overexposed, reducing his or her credibility
The target audience may not be receptive to celebrity endorsers
The target audience may not be receptive to celebrity endorsers
Referenses http://www.youtube.com/watch?v=owIW1CiVafU http://www.youtube.com/watch?v=L3n66E1Q3yQ&fea
ture=related http://www.youtube.com/watch?v=mDST12FY8Bs&fea
ture=fvw http://www.hm.com/us/abouthm/theworldofhm/northa
merica/unitedstates__worldofhm_countrycode_us.nhtml
http://www.hm.com/us/abouthm/theworldofhm__worldofhm.nhtml
http://www.hm.com/us/abouthm/factsabouthm/thehmbrand__thhmbrand.nhtml
http://en.wikipedia.org/wiki/H%26M http://londonoa.com/2008/10/12/hms-designer-collabo
rations-go-harajuku/ Belch, G; Belch, M; Advertising and Promotion; New
York: McGraw-Hill Companies; 2009
TACK SÅ MYCKET(Thank you so much)