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2017 - 07 - 06
In January 18, 2013, Guangdong Cheng Yongjia weaving industry Co. Ltd. and ZARA fast fashion brand in the International Exhibition Center in Guangdong province held a formal signing ceremony, the two sides will reach lace cooperation between the supply in the next five years, and jointly held in the country of brand exhibition. ZARA is the world's well-known fast fashion brand image, occupy a great consumer market in the world, is praised as "the world's largest fast fashion brand, the clothing industry has made a remarkable achievement. Guangdong Yongjia Cheng weaving industry Co. Ltd is...
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H&M

release date: 2017-07-06
Browse popular: 548

H&M is the clothing brand created by Erling Persson in Sweden in 1947. Today, H&M in the world's more than 1500 store sales of clothing, accessories and cosmetics, H&M swept through the streets of Europe, thanks to the company of both popular, quality and price of the three in one philosophy, and actively expand the policy.

Located in Stora Gatan street, Sweden, the old H&M shop is the world's first H&M store. H&M brand name is by "Hennes" (Swedish "she" means), women's clothing and "Mauritz" men's brand merger, each take the first letter and become "H&M"".

In June 8, 2016, the 2016 BrandZ top 100 list of the world's most valuable brands was released, with H&M ranked seventy-ninth. Par is the path that H&M has consistently chosen. Founded in 1947, the founder of the current chairman Pearson (Stefan Persson) father. When H&M hit parity characteristic, because of Swedish retail and most European countries, has always been expensive department stores in the market leading H&M, so suddenly out of the big red.

When Pearson joined the company in 1972, he wanted the company to join the popular and quality features at its only advertised low price. Although many people believe that these features can not exist in a brand at the same time, but Pearson believes that the company can do. After H&M labeled "to provide the best price, fashion and quality", indeed for the success of the company to play a booster.

H&M replicated the three - in one formula to other markets. H&M, though from Sweden, is now the largest market in germany. According to Forbes magazine, in 1982, when Pearson picked up the company from his father, H&M had only more than 100 branches, and most of them were in Sweden, Forbes. Now the company has ambitions to burn from Europe to America, in fourteen countries with more than 800 branches, last year turnover of 88% from the overseas market. In 2003, the number of new outlets is expected to reach ninety. The company's expansion rate in the past 6 years is about 75%, and now the goal is to enter a new country every two years.

In April 12th, Swedish fashion retail giant H&M brand stores in Shanghai opened in Huaihailu Road, according to the H&M claims that the single highest single day turnover has reached 2 million yuan, equivalent to the sum of 200 Chinese clothing brand sales day.

"No European retailer can expand abroad so quickly and successfully," said Wells, Keith, Wills, a European retail market analyst."

The "business weekly" said in an interview on Pearson before his father had questioned the company's expansion policy is at the head, he sometimes asked Pearson: "Why are you so anxious?" After all, his father was also the founder of the company, 29 years later, opened its first foreign branch in london. Pearson said his answer to the father was simple: "when you're hot, you can't stop and let the heat get cold."."

In addition to strategy, the execution of details is also an integral part of H&M's success. Hancock retail analyst in London (Nathan Cockrell) said: if the "H&M mode of operation is measured."

Pearson looks and speaks more like a financial expert than a retail tycoon. He personally controls the company's expenses. In order to reduce costs, in 1990s, Pearson even confiscated mobile phone company employee, now only a few executives have mobile phones, but the company encourages employees, except in special circumstances, to take a taxi and business class. Although in small places to save money, but in big event, the company is willing to. H&M big investment, annual revenue of 4%, in marketing funds, advertising hired well-known photographers, palm mirror is never soft.

The company believes that shopping in H&M must be easy and interesting, so the company pays great attention to store design and product details. Window display, for example

H& M

H&M

The message, the information on the clothes, the design of the changing room, etc.. In order to make it easy for customers to find stores, the company plans to open a new branch of the location, but also at any cost to find the best location. (news source: China fashion brand network)

The enterprise brand in the world brand laboratory (World Brand Lab) prepared in 2006, "world brand 500" list, ranked 101st. H&M's products are diverse, offering basic clothing for both male and female consumers and children, and selling cosmetics at the same time. The average price of clothing in the store is only $18. The company believes that the price parity allows consumers to afford to buy new products every year, or even every season. This strategy will best attract 15 to 30 years old, with the once owned, not eternal, and eager to catch up with the prevalence of female consumers.

In order to reduce costs, to maintain parity strategy, H&M did not have its own garment factory, manufactured entirely outsourced to nine hundred factories. To get the best price, the company picked out outsourcing targets, which are scattered across 21 of the world's lowest paid countries. Due to cost control properly, the company's product price is low, gross margin can still be maintained at around 53%.

In addition to the price tag, H&M also hits popular cards. The food popular as perishable, must always keep it fresh, so the company will strive to minimize the inventory, and let the new coming. So new ideas have to be quickly transformed into clothing, allowing consumers to quickly buy clothes on the shelves, and show off to the streets.

In order to achieve this efficiency, the company's


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