I. Background

• History• Brand Ownership• Brand Portofolio

History

Hennes & Mauritiz AB

1946 1947 1968 1974 2006

Erling Persson

has outlined

ideas.

Hennes’s strore in Sweden

He bought Mauritz Widforss

=> Hennes & Mauritz

(H&M)

H&M appeared

on the Stockholm

Stock Exchange.

H&M appeared in Dubai

and Asian.

68 YEARS OF DEVELOPMENT

58 3600

II. Brand Inventory

1. Brand Elements.2. Product.3. Pricing.4. Distribution.5. Online and offline communications.6. Leverage of secondary brand associations.

Brand Elements

Hennes & Mauritiz AB

“ Fashion and quality at the best price “

Legal Structure

H&M is an Aktiebolag company; It is the Swedish term for a limited company.

Location

The company was established in Stockholm, Sweden. This is also where their headquaters is located. They have 3600 stores in 58 markets around the globe, making it a globally present company.

Staffing

132.000 Employees worldwide.

Domestic, national or multinational?

Multinational company - H&M has many stores, offices, and factories worldwide.

Exporter / Importer

H&M distributes the production process across the globe.

Product

PriceJackets & Coats $39.99 - $99

Sweaters & Cardigans $9.99 - $34.99

Dresses & Jumpsuits $12.99 - $69.99

Pants $17.99 - $299

Jeans $9.99 - $59.99

Basics $5.99 - $24.99

Tops $5.99 - $49.99

Shirts & Blouses $9.99 - $69.99

Blazers & Kimonos $34.9 - $99

Sportwears $3.99 - $99

Skirts $12.99 - $179

Shorts $12.99 - $399

…

Distribution

3600 stores 252 stores

Online and offline communications

• Advertising.• Interactive and direct marketing.• Sales promotion.• Event marketing and sponsorship.• PR.

MagazinesBillboard

Poster

Autumn-winter fashion 2014

Beckhams are present in Shanghai to promote the collection of lingerie collaboration with fashion brand H&M.

On Promotion

Represented brands

Linking to the TV channel about fashion.

- Discounts items H & M is not cyclical, seasonal.- Customers who purchase certain quantities will receive a coupon for the next visit.- For customers VIP, bought in bulk will receive 1 product on 1 line.- Implement policies loyal customers will be a discount, and often accumulate points, receive gifts.- Hold a contest, game booths in shopping centers in the company H & M. For example, can hold a contest of Design Fashion

- Organization of the economy, the press conference on the company H & M. Inviting celebrities such as supermodel join as Thanh Hang - Thanh Hang is a professional model, is judging the contest Vietnam fashion.

- Do donors for non-commercial organizations. - To sponsor the program, large companies. The company H

& M organized charity programs, social programs, funding for the movement arts, sports, scholarships for students of the University.

- Company H & M also can organize a reality show on the field of design, fashion.