代写范文

留学资讯

写作技巧

论文代写专题

服务承诺

资金托管
原创保证
实力保障
24小时客服
使命必达

51Due提供Essay,Paper,Report,Assignment等学科作业的代写与辅导,同时涵盖Personal Statement,转学申请等留学文书代写。

51Due将让你达成学业目标
51Due将让你达成学业目标
51Due将让你达成学业目标
51Due将让你达成学业目标

私人订制你的未来职场 世界名企,高端行业岗位等 在新的起点上实现更高水平的发展

积累工作经验
多元化文化交流
专业实操技能
建立人际资源圈

H&M Company

2019-07-01 来源: 51due教员组 类别: Paper范文

下面为大家整理一篇优秀的paper代写范文- H&M Company,供大家参考学习,这篇论文讨论了H&M公司。H&M之所以能在如此短的时间内在国际市场上取得成功,主要得益于其独特的品牌战略,即时尚、品质和价格相结合。简而言之,H&M的品牌战略包括快速的设计和生产,低廉的价格,关注主流消费者,企业内部灵活高效的供应链管理,要求供应链的每一个环节都要不断的交换信息。

H&M Company,H&M,essay代写,paper代写,作业代写

Introduction:

Successful brand strategy can not only increase customer demand for enterprise products, but also ensure the sustainable development of enterprises. Therefore, enterprises should timely change their brand strategy according to the changes of internal and external environment, and enhance the brand's management ability and market competitiveness(Dumitriu,2012). This article divides into four parts, the first part makes a brief analysis of brand strategy theory. The second part, analyze the difference between H&M's brand strategy and fast fashion brand Zara. The third part discusses the factors of the success of H & M Company. The fourth part discusses and summarizes the brand strategy of the H&M.

Brand strategy theory:

Brand strategy is an enterprise management strategy that takes brand as its core competitive power in order to obtain different profit and value(Newman,2018). There are many forms of brand strategy, such as brand differentiation strategy, brand portfolio strategy, brand marketing strategy. This article focuses on the analysis of the brand differentiation strategy of H&M brand. The strategy of brand differentiation is to differentiate one's brand by means of a series of differentiation. In today's market environment of a large number of products with similar functions, prices and shapes, how to make the products have a deep impression in the hearts of consumers and how to make the brand stands out has become a growing concerned issue for the enterprises. Brand differentiation strategy is based on this issue proposed a brand strategy, by creating different designs of brands, different functions, different shapes to attract the attention of consumers. Therefore, the key to brand differentiation lies in innovation.

The difference between H&M's brand strategy and fast fashion brand Zara

H & M Company-Reasons for Choice

H&M, a Swedish fashion company, has branches in many countries around the world, including Europe and the United States. It is popular with young people because of its high quality and low price. As a world famous retail giant with more than 3,000 stores in 28 countries, H&M shows its boundless charm and market possession ability. Fast is the core value of Fast Fashion. H & M, like ZARA in Spain, is also called the "fast fashion" model. But just being fast is not enough to make it so popular in the world today, and even more tempting is its low-price strategy. Strong design capability is also one of the ways for H&M to control "parity fashion". H & M has a large team of designers who pay attention to the world's fashion trends, travel around the world’s fashion shows, absorb the world's fashion trends, create their own understanding of the concept of fashion trends, and quickly produce the corresponding products, meanwhile, bring the world's trends to the world's affordable consumer in the shortest possible time(Thiha.2016). Therefore, the low price fashion products of H & M will also make customers full of expectation for the brand because of its excellent design of the style. H&M's "parity fashion" has indeed become deeply popular, let consumers dress decent, and do not have to worry about the crisis of brushing credit cards, which makes itself the most popular fashion. H & M brand concept: fast fashion, fashion popularisation, the best price offers fashion and quality.

ZARA company

ZARA, a subsidiary of Spain's inditex Group. It is both a clothing brand and a retail brand specializing in the ZARA brand, which was established in Spain in 1975. ZARA is the third largest clothing merchant in the world and the first in Spain. It has established more than 2000 clothing stores in 56 countries all over the world. It is popular with fashionable young people around the world. The design style of the brand is very good, but the price is lower, which means letting civilians embrace high fashion.

Brand difference analysis

Brand style

Both ZARA and H & M have a very large team of designers. many products can find some trace of the big brand. After the development of H & M Company, it has been cooperating with well-known designers, such as Karl Lagerfeld, ROBERTO CAVALLI and MATTHEW WILLIAMSON. However, the H & M prices designed by these big-name designer were extremely close to the people, so it caused a wave of buying. ZARA’s design concept comes from young designers who have been running around the world for many years and have learned a variety of local styles of clothing, thus giving designers a very free play. ZARA is focused on approachable prices and the efficiency of product upgrading. Generally speaking, a brand is not only a single style, but the style of ZARA is too diverse.

Consumer group positioning

H&M chooses the civilian route, while Zara chooses the crowd with fine and fast fashion. The ZARA’s consumer group is positioned at the age of 25 to 35 white-collar class. Because of style and price, ZARA is more popular with white-collar class than H&M. In women's wear, Zara can accommodate H & M women's clothing customers, in men's clothing, Zara is more professional, the products mainly focus on 30 to 40 middle-aged men, however, H&M.is younger, mostly 20 to 30 young people. Both the two brands of children's wear are more consistent, with 2 to 14 years of age as the clothing age. 25 to 35 year old young mothers are the main buyers. Although Zara and H&M have adopted a low price strategy. But zara's target consumers are young people with higher incomes and higher education, mainly 15 to 60 years old customers, but their psychological age is only 25 to 35 years old customers. Zara is more popular with white-collar workers, who are fashion-sensitive and do not have the ability to buy high-end clothing brands.At the same time, Zara needs only two weeks to complete the transition from fashion trends to identifying new styles to putting them in stores, and it's less than a tenth of the price of these top clothing brands, which can be greatly satisfied the consumer's pursuit of popular trends. Because what people need is not a product but a "unique one " feeling, to seize the consumer's mentality of seeking new and fast consumption, the lack of goods is the use of the mentality of consumption. H&M also targets young people aged 15 to 60, and H&M is relatively younger than ZARA. Such buyers are highly fashion-sensitive and have a certain consumption capacity, but do not have the ability to regularly consume high-end luxury brands.

Price positioning

Zara and H&M's frequently updated and fashionable low-priced products can meet the needs of specific populations. However, although both companies are low-priced, there are still obvious differences, because of H & M’s positioning, so the price can be lower than the Zara, for example, H & M’s fashionable dress positioning is about 30%to 50% lower than the Zara. In addition, Zara takes a small discount, Zara's discount on average about 18% of all its goods, about half that of its competitors. Taking the best performance of H&M in 2001 as an example, the average discount rate of Zara is 7%, H&M 13%. The discount for Zara is usually 8.5%.

Supply chain

H&M offers fashion and quality at the best price. To reduce costs and maintain parity price, H&M does not own any factories, its manufacturing is completely outsourced to hundreds of factories. But Zara has its own manufacturer, the company put 50% production in Spain and 24% in a low-cost place(Parietti,2018).

Analysis of H&M's success factors

Accurate age orientation

The H & M brand mainly focuses on energetic young people aged 18 to 25, who are highly sensitive to fashion and have a certain consumption capacity. Frequent updated and fashionable low-priced products can meet the needs of this group of people. Its style is sexy and lively, but also casual and generous. The H&M fashion year is divided into two seasons: spring and autumn. Purchasing activities are aligned with market orientation, and are adjusted to maximize the accuracy of fashion trends based on data available from stores around the world, such as what's good to sell, climate differences, and shopping preferences.

Short preparation time

H&M's commodity preparation time varies from 2~3 weeks to 6 months, mainly determined by the attributes of the goods. The normal preparation time is to maintain a balance in price, time and quality. H & M, as one of the fast fashion brand giants, is the innovator of transforming clothing durable goods into fast moving consumer goods. In this mode, it is more inclined to balance the shipping time and product costs. Though not as fast as ZARA, it has an unshakable place in the industry by relying on cost leadership, it depends on the high products turnover and marketing team(Thiha,2016). For example, the sales of sportswear are quite brilliant. The sportswear of H & M is very professional, and its classification is very fine, but the price is much cheaper than NILE, H & M sportswear had a 36% replenishment rate in 2013, with only 10.4% at a discount (ZARA inventory turnover rate is so high, also there are 15% discount sales). In contrast to this fact, sportswear is definitely a highlight of H&M.

Effective brand promotion

Every new store opened by H&M will have a large number of local media to do free propaganda, and some fashion commentators will publish commentary articles. H&M is no longer just a brand, more often than not, it is more like a fashion lifestyle, a social focus.

Brand expansion strategy

The expansion strategy of H&M adopts a multi-style and multi-regional strategy. Multi-style can bring customers a sense of freshness, customers visit the store more times, performance will naturally be good, in a solid foundation of customers’ good reputation, the H & M’s expansion is easier. It is amazing that H&M, known for its diversified economy, can also achieve economies of scale. In recent years, H&M has been actively expanding new markets in order to diversify business risks and gain market share from emerging markets. At the same time, H&M adopted a multi brand strategy to win more market space. Generally speaking, the H & M’s economic and expansion patterns have brought about valuable economies of scale, which have a positive impact on the profitability of enterprises(Malviya,2017).

Conclusion;

The success of H & M in the international market in such a short period of time is mainly due to their unique brand strategy, which combines fashion, quality and price. In short, the brand strategy of "fast fashion" in H&M includes: rapid design and production, cheap price, focusing on mainstream consumers, flexible and efficient supply chain management within the enterprise, and requiring every link in the supply chain to continuously exchange information. At the same time, it requires each links, from customers to store managers, from store managers to market experts, from market experts to design, can respond quickly to changes in fashion trends, then forming a closed supply chain, thereby making satisfactory profits.

Reference:

1,Dumitriu,R.(2012). The role of branding in marketing strategy. Management&Marketing, volume X, issue 1/2012

http://www.mnmk.ro/documents/2012-first/11_23_1_12_FFF.pdf

2,Newman,D.(2018).Choose your brand type.

http://www.docin.com/p-393067407.html

3,Parietti,M.(2018).H&M Vs. Zara Vs. Uniqlo: Comparing Business Models

https://www.investopedia.com/articles/markets/120215/hm-vs-zara-vs-uniqlo-comparing-business-models.asp

4,Thiha.Z.(2016). H&M: The Secret to its Success

https://www.investopedia.com/articles/investing/041216/hm-secret-its-success.asp

5,Malviya,S.(2017).H&M sales double as pricing strategy pays off

https://economictimes.indiatimes.com/industry/services/retail/hm-clocks-in-rs-700-crore-sales-in-nine-months/

51due留学教育原创版权郑重声明:原创paper代写范文源自编辑创作,未经官方许可,网站谢绝转载。对于侵权行为,未经同意的情况下,51Due有权追究法律责任。主要业务有essay代写、assignment代写、paper代写服务。

51due为留学生提供最好的paper代写服务,亲们可以进入主页了解和获取更多paper代写范文 提供作业代写服务,详情可以咨询我们的客服QQ:800020041。

上一篇:Washington Square 下一篇:Verify the Influence of locati