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SQUAD Inc.
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Table of Contents
Executive Summary 2
Part One 2
Mission Statement/ Core Values 4
Finance/Expansion 4
Product Lines 5
Brands 6
Competition 7
SWOT 10
Part Two
Marketing Objectives 11
Ax4 Research 12
Consumer Persona 14
Creative Brief 15
Campaign Concept 16
IMC Strategy 17
Part Three
Media Mix 35
Timing 37
Budget 39
Evaluations 40
Future Recommendations 41
Works Cited 43
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Executive Summary
This agency is a group of people who are creative and rational. This means that as an

agency anything can be achieved if we put our minds to it. As a an agency we are focused on

getting a new message to the consumer that can be easily recognized. We believe our idea of

Something for Everyone will really inform consumers about the variation of product lines that is

available through H&M, including men, children, sportswear, and a home collection. The current

customer image of H&M is that the brand is a trendy, womens store. We believe this particular

campaign will broaden H&Ms market to all of the product lines that offer. Based on our research

efforts, and campaign strategy, we believe this will be extremely successful for H&M. We want

to get a message to the consumers that no one else has done so before. We are full of fresh

new ideas and the desire to help H&M as a company go further with their consumers.

Part One
H&M is known as the second largest company in fashion retail, having the latest
trends in clothing and high-end fashion collaborations. This successful business has
been designing clothes since 1947 and still remains a popular pick. The first store was
founded in Vsters, Sweden by Erling Persson. However, the store was originally
named Hennes, meaning hers, and only sold womens apparel. The sales of men's
and childrens clothing did not begin until 1968 when Persson bought out the store
Mauritz Widforss, a hunting and clothing retailer. The company then changed its name
to Hennes & Mauritz and became popularly known as H&M. As the company began to
grow, it expanded its stores all across Europe. Eventually H&M opened its first store in
the U.S in 2000 on Fifth Avenue in New York. By this time, business was booming and
more opportunities were opening up for the company. Fashion trends only became
more desirable when H&M started doing many collaborations with high- end designers
such as Stella McCartney, Versace, Alexander Wang, and much more. The prominent
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company now has more than 3924 stores in 61 markets worldwide (H&M Annual Report
11).

Mission Statement/Core Values

H&Ms mission statement and business concept is quite simple. Fashion and
quality at the best price in a sustainable way (H&M Annual Report 10). The goal of this
company is to make high- end fashion available to everyone. H&M feels that inspiring
fashion should not be deprived from consumers because of price. So the company
works hard at making the hottest fashion trends affordable to their target markets. The
success of creating highly desired fashion with unbeatable prices is carried out by
several techniques. H&M ensures the best price by in-house design, no middlemen,
large purchasing volumes, efficient logistics, buying the right products from the right
markets, and cost-consciousness in all parts of the organization. The company also
believes in the significance of incorporating sustainability into their fashion. It is
important to H&M that your products are made and sold in ways that are good for the
environment. The companys sustainability vision reads Our vision is that all our
operations are run in a way that is economically, socially, and environmentally
sustainable (H&M Annual Report 10). H&M achieves sustainable fashion by using
organic cotton and recycled polyester, using renewable electricity, and recycling
donated clothing. So far the strategies and resources the company uses to achieve your
goals has been successful. Countless awards have been given to H&M in
acknowledgment of your sustainability performance and the company has been highly
recognized for low prices in fast fashion (H&M Annual Report 15).
Finance/Expansion
H&M is financially sound within the clothing industry, with a market cap of
63,196,466,400 U.S dollars. Over the past ten years, H&Ms stock has seen steady
growth from approximately 12.13 USD to 38.09 USD. The companys stock dividend of
3.09% is well above the industry average of 1.62%. Over 2014, H&Ms sales have
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grown by 18% and profits by 16.9%. This growth is driven by global expansion, which is
reflected in a 12% growth of stores in 2014. However, H&Ms quick ratio of 0.73 is
below the industry average of 0.87 which shows your ability to meet short-term
obligations is worse than the companys competitors. Overall, H&M has experienced
exceptional financial performance in recent years (H&M Annual Report 80).
With fashion becoming a popular part of culture, new opportunities arise for
H&M. Online shopping has been gaining more perspective nowadays and is evolving
the shopping world. H&M only offers online shopping in 21 different countries. They
have a major opportunity to expand your online stores to make a larger market.
Emerging markets create another huge opportunity for the brand. H&M can continue
expanding your stores in other countries. There is also opportunity to increase the
product range. H&M can benefit from expanding and developing pre-existing lines such
as shoes and makeup as well as introducing new product lines such a plus size
clothing.
Product Lines
H&M has a wide-ranging demographic of consumers, so there is no doubt that
the company offers countless products to its consumers. H&M has a great width in its
product mix. There are 11 different product lines, which H&M has created. The womens
collection is the largest collection out of all of lines. It comprises everything from casual
day looks to more dressier and formal attire. The womens section makes up more than
half the store and contains hundreds of different clothing articles. The second largest
collection H&M provides is the mens line. Men can find anything from basic t-shirts to
the latest fashion trends. Another popular product line is the childrens. H&M Kids offers
clothing for children anywhere from infants to 14 years. The materials used are carefully
tested to make sure the fabrics are soft on the skin but have the ability to withstand
rough play and washing. H&M also has an extensive accessories line that contains
purses, jewelry, sunglasses, footwear, scarves, and belts. The underwear collection
H&M has provides for both men and women and consists of underwear basics and
lingerie. H&M also owns a cosmetics line, although it is not one of the companys most
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popular collections due to lower quality makeup. However, the cosmetic products are
never tested on animals and fulfill at least the minimum requirements for regulations in
H&Ms sales markets. One of the companys newer product lines is the Sportswear
collection, which was launched in 2014. It offers a wide range of athletic wear and
accessories, as well as collaboration with Swedish Olympians who test out the products
and give their inputs. H&M even offers a home dcor collection. Items from H&M Home
are only offered online but the collection contains a wide variety of products ranging
from bedspreads to bathroom towels. H&M Denim is another popular line that offers
jeans for low, affordable prices. The collection contains many styles and different
washes. One of H&Ms collections was specially created for young women and men.
The line is called Dividend and provides fashion essentials anywhere from party outfits
to everyday basics. The last collection H&M has to offer is their designer brand
collaborations and campaigns. H&M has been pairing up with international designers
and celebrity icons since 2004 to make high-end fashion available to their consumers.
Brands
As far as product length goes for the company, Hennes & Mauritz AB consists of
six independent brands. These include H&M, & Other Stories, Cheap Monday, Monki,
Weekday, and COS. H&M creates sustainable fashion at affordable prices and offers a
great width of collections. & Other Stories is a brand that focuses on design details and
quality. They offer a wide-ranging selection of clothing articles and accessories for
women. The brand Cheap Monday combines a runway vibe with street fashion to create
a fashionable style. Similar to Cheap Monday, the fashion of Monki is also influenced by
street style. Monkis clothing is creative, colorful, and playful and is targeted towards
young, modern women. The brand Weekday is contemporary fashion with a
Scandinavian influence. They always keep their designs up to date and keep the future
of fashion in mind. The last brand of Hennes & Mauritz AB is COS. They create fashion
that is modern and functional. COS has clothing lines for men, women, and children of
all ages.
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(H&M Annual Report 10)

H&M creates perceived value through their fast fashion, modernistic retailer
model. The purpose of H&M is to make runway looks affordable and attainable to their
consumers through fast, inexpensive retailing. A huge added benefit of the H&M
product line is the sustainability factor associated with the company and their textile
manufacturing practices. They also frequently collaborate with well-known designers,
designer brands, and celebrity figures to increase brand appeal, value, and notoriety. As
has been mentioned innumerable times, H&M is a very eco-conscious brand and they
pride themselves on their sustainable, ethical business and manufacturing practices.
H&M uses organic cotton, recycled garments, repurposes polyester, and recycled
shopping bags. They also have very strict regulations and requirements that their
suppliers must meet in order to remain on good terms with the H&M Corporation. H&M
has a system in place, which monitors suppliers, enforces the rules, and punishes those
that break them. They do not condone unsafe or unethical working environments,
absolutely prohibit child labor, and only use suppliers that pay fair wages to their
employees. This is an added benefit for the socially conscious consumer, as shopping
at H&M and wearing their products makes them feel good, and inspires them to spend
more for the social responsibility of the brand.
Competition
Although they have done several designer collaborations, H&M has yet to find a
place in the world of high-street fashion. This means that most of H&Ms competition is
in the fast fashion industry. Fast fashion is a contemporary term used by fashion
retailers to express that designs move from catwalk quickly in order to capture current
fashion trends. H&Ms main competitors in the fast fashion industry are Zara and
Forever 21. Zara capitalizes on an extremely fast supply chain, which means they are
able to capture luxury trends and have them available in its store within weeks-
something their customers are willing to pay more for. On the other hand, H&M has a
slower supply chain, which means they cant keep up on all the current trends. They try
to compensate for this with much lower prices.
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Most of H&Ms apparel is womens wear, while mens wear takes a backseat.
Forever 21 showcases a mens line, several womens lines (including a plus-size range
of clothing), and a girls collection. Zaras apparel is a much more equal split between
men and women. This could potentially lead to marketing to two very different
consumers; Zara a broader range to include men, women, and children, while H&M
would be predominantly women. I believe it would benefit H&M, and increase their profit
growth, to advertise to a wider breadth of consumers. If more men knew that H&M
offered a full line of clothing for them, they more be more inclined to enter the store.
H&M and Zara also promote their brands very differently. While H&M uses
celebrity endorsements and designer collaborations, Zara simply gets fashion insiders
to endorse their products. Using style bloggers can appeal more to the trendy
consumers that arent interested in the hype and must-haves of the season. H&M
could very easily capitalize on this idea, and continue to widen the variety of consumers
that shop at the store.
H&M and Zara are both publicly traded companies, while Forever 21 is still
privately owned. The stocks trends of both of these companies remain fairly consistent,
following the same patterns of rising and falling. However, Zaras stock has remained a
much higher value than H&M over the past five years.
Zara currently leads the industry in e-commerce. Zaras online store serves
twenty-six different markets, and they offer free shipping on all orders over $50. For
many years, H&M relied only on your physical locations to generate profit. In 2013 H&M
finally launched the e-commerce site, which is available in nearly 60 countries. Forever
21 have fewer physical locations than either of their two competitors. The small amount
of locations is the result of the company integrating its online store and physical
locations into flagship stores. I believe H&M could improve their ecommerce site by
offering special deals online, expanding their online market, and making their site more
user-friendly.
According to Fashion United, by collaborating with high fashion designers, such
as Lanvin and Alexander Wang, H&M is able to set itself apart from its competitors.
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These luxury partnerships help bring attention to their brand as well. I believe H&M also
has an advantage in manufacturing; while all three of these retailers have faced several
controversies, H&M is the most transparent and quick reacting. H&Ms final advantage
is that they have the greatest number of physical locations spread across the entire
world. Due to the very comparable competencies of this industry, I believe this
competition is very fierce. If any of these companies were to improve one of their
weaknesses significantly, they could very easily dominate the entire industry. As of now,
I believe H&M holds a solid position in the fast fashion industry. Consumers shop at
H&M because of their fashionable clothing available for low prices; I believe that if H&M
were to attempt to move into the high-fashion industry they would lose most of their
customer base.
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SWOT Analysis

Strengths: Weaknesses:
Large global clothing retailer Lower quality than other similar
Have a wide reach around the brands
world Dependent on suppliers in East
o Over 3700 stores o Contributes to low costs
Strong brand image Low control on manufacturers
Target market is varied and because they are located elsewhere
spreads a wide-range
Cheap price
Low delivery time

Opportunities:
Become more involved in
e-shopping
Develop and expand into more
countries
Increase the product range
o Possibly appeal more to men
Expanding and developing existing
lines to envelop a wider target market
Threats:
Items going out of style
o Can make it very hard to sell
out-of-style inventory
Large amount of competitors
competing for the same main target
market
Minimum wages are increasing in
Asian outsourced countries for H&M

Demographics
H&M has a wide range of people that they consider their clientele and loyal
customers. H&M is an interesting company because they mainly advertise to the teen
and lower 20s age group, but the range of customer ages varies far beyond this range.
H&M offers very reasonable prices for quality clothing and as a result customers are
likely to buy more than one thing per trip, but not visit stores too often. This leads to
stores being somewhat empty most of the time with few shoppers browsing the entire
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store. The companys main model/spokesperson David Beckham really embodies the
brand even though he is over the typical age range. He is good-looking, a little hipster,
and stylish. The other interesting thing about Beckham is the main clientele of H&M is
predominantly women, and their main model is a man. People in stores range from
college-age students to older men and women, which means the customer age varies
greatly. However, the consumer is largely younger men and women including kids.
H&Ms clothes are relatively cheap so another reason their main consumer is young
people is because they are affordable. In stores there are considerably more women
shoppers while the workers are usually about equal between men and women. Based
on observation and research H&Ms main group of people engaged with the actual
brand are young people ranging from kids to people in their 20s with more of a focus on
women than men.
Marketing Objectives
Since H&M is a well-known apparel brand in the U.S., their marketing objectives
focus on building consumer loyalty and increasing H&Ms product awareness among
the consumers. They also focus on reducing consumers resistances to buying the
products so that can help H&M increase sales and improve public approval for the
brand. In addition, their marketing objectives include distinguishing brand images from
other competitors that have similar products compared to H&Ms products. This can
make the brand seem more unique to potential consumers so that people can recognize
H&M more than other brands. Lastly, the final marketing objective goal is not only to
have H&M is famous in the U.S. but to have H&M be recognized around the world. H&M
spends a lot of money to research consumer behavior and to create product features
and benefits. The company will look to fully tackle their goals when implementing IMC
strategies. It will develop brand awareness, which will lead to higher rates of sales and a
larger market share. H&Ms advertisements often use models in place of real-looking
people. One of H&Ms largest marketing assets and your main strategy involves the use
of David Beckham. However, H&Ms IMC objectives show diversity and fashion, which
isnt really portrayed by a star showing off their clothing. H&M will continue to update
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advertisements in each quarter, including different styles and diverse looks that will
appeal to a wide target audience. This will make customers repeat their purchase of
clothes at H&M, along with reinforcing the brand image and increasing awareness.
Ax4 Research
Actors
H&M has a wide range of people that they consider their clientele and loyal customers.
H&M is an interesting company because they mainly advertise to the teen and lower
20s age group, but the range of customer ages varies far beyond this range. H&M offers
very reasonable prices for quality clothing and as a result customers are likely to buy
more than one thing per trip, but not visit stores too often. This leads to stores being
somewhat empty most of the time with few shoppers browsing the entire store. The
companys main model/spokesperson David Beckham, really embodies the brand even
though he is over the typical age range. He is good-looking, a little hipster, and stylish.
The other interesting thing about Beckham is the main clientele of H&M is
predominantly women, and their main model is a man. People in stores range from
college-age students to older men and women, which means the customer age varies
greatly. However, the consumer is largely younger men and women including kids.
H&Ms clothes are relatively cheap so another reason their main consumer is young
people is because they are affordable. In stores there are considerably more women
shoppers while the workers are usually about equal between men and women. Based
on observation and research H&Ms main group of people engaged with the actual
brand are young people ranging from kids to people in their 20s with more of a focus on
women than men.
Artifacts
H&M has many different artifacts that take place during the customers shopping
experience. Many primary artifacts that are being used while shopping, seem to be
typically brought from outside of the stores. One of the more common primary artifacts
that was used by multiple customers was cellphones. Cell Phones were typically being
used to communicate with other people while they were shopping. Many customers
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were texting or making phone calls during their shopping experience. Other primary
artifacts that were commonly seen being used were handbags/purses and also
shopping bags from other stores. These items were mainly used to hold personal items
and also to carry items that were purchased at other companies during the customers
shopping trip. Another main primary artifact used was mirrors within the store. Mirrors
were used both within dressing rooms and out on the sales floor in order for shoppers to
see how H&Ms clothing would look on them. Other primary artifacts included coffee
cups, sunglasses, strollers, and watches.
Secondary artifacts were also commonly used within H&M. A main secondary artifact
that is commonly present within H&M are their different manikins that are spread out
throughout the stores. Cash registers are also a main secondary artifact that are around
during H&Ms shopping experience (cash registers are secondary artifacts to the
customers, but are primary to the workers). Many other secondary artifacts that are
within H&M include posters, clothing racks, and hangers.
Activities
We can see many different people in the store, but not everyone wants to buy clothes.
We saw a lot of different activities in the store. An adult male walking around the store in
mens section but did not try or buy anything. He did not find any suitable clothes. A
father with his baby shopping in kids section for 15 minutes and bought couple shirts
and pants. A young girl shopping in women section and went to the fitting room one
time and then bought some clothes. A young Asian woman shopping alone in both men
and women section. She seemed like busy and then she took many clothes. She went
to the fitting room for a while. Then bought some clothes. An old couple was standing in
the women's section. The old men just played the phone and the old women looking for
something. A mother and her teenager daughter were looking for clothes in the
women's section a while. The daughter got into the fitting room often and she asked her
mother's advice. A young couple checking many clothes together and the husband went
to fitting room one time. A man just was looking around, then he left. An young boy just
sitting on the chair. He was waiting for his mother in the fitting room.
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Atmosphere
The atmosphere at the Tempe Marketplace H&M could be described as bright
and refreshing. As you walk into the cool store from the hot spring Arizona weather, you
are met with large white walls, white floors, and bright lights. The store was divided into
different sections; about half of the store was womens clothing, a quarter was mens
clothing, and the last quarter was childrens clothing for both genders. The outdoors
mall allowed for a lot a natural light to come into the store, but H&M also installed bright
lights that shine directly on their clothing. The contrast between the white walls/lights
and the bolder colors of the clothing made your eyes drawn to the racks of clothing and
mannequins. The mens section of the store has a slightly different atmosphere. The
ceiling is painted gray, compared to the white ceiling throughout the rest of the store,
and the lights are slightly dimmer. This really accentuates the difference between the
gender sections, and attracts a more manly man into the store. There isnt a distinct
scent to the store or its clothing, compared to a store like Abercrombie and Fitch.
However, the store does smell fresh and clean. The music played inside the store could
be described as trendy. They did not play mainstream pop songs-however they did play
remixes of those popular songs, or songs by more indie artists such as Santigold, Troye
Sivan, Lana Del Rey, and Coldplay. The combination of all these elements really sets
the tone for the type of customer H&M is trying to attract into the store.
Consumer Persona
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Creative Brief
Task/Problem
Our task is to build our brand awareness to a wider range of ages while also continuing
to appeal to our typical younger audience. We wish to market H&M to a larger age
demographic without taking away from our current style. This will help keep our current
customers while also appealing to others.
Audience
We are looking to appeal to a larger range of ages (16-45), who are more up to date
with current fashion trends or who wish to be more fashionable within todays styles
while also looking for an affordable option. Our focused group of consumers value
fashion and care about how they dress. They also tend to be aware of culture trends
and look to stand out in a crowd.
Marketing Communication goals
The communication goals for H&M is to bring awareness to the fact that their products
are not simply meant to be for younger audiences. Bringing more attention to the fact
that H&Ms products are meant for a wide range of ages will help increase sales
specifically to our older crowds. We wish to help relate H&Ms brand values and
personality with our customers through the theme of Grow with H&M.
Key consumer insight
Our customers, who consist of both genders and all ages, use H&M to express their
personal style through trendy and affordable fashion. Our brand helps people keep up
with today's styles, while at the same time offering an affordable clothing line to help
everyone find their unique personality.
The Proposition
H&M offers customers fashionable clothing at affordable prices. Our promise is to make
products that will fit the needs of our customers every day lives. Whether they are going
out for night on the town or dressing up for the boardroom, H&M has the clothes to
match any occasion.
Evidence for Propositional Claims
As one the largest and most well respected fashion companies in the world H&M strives
to be a fashion forward innovator that create quality products, that are both cost and
environmentally conscious. We work hard to assure we are giving our customers
products that they not only want, but need.
Brand Character / Brand Imperatives
H&M prides itself on being a company that evolves to the needs of our customers, but
also to the world they live in. We work to create the most fashionable pieces of clothing
in a cost effective and sustainable way. Unlike other companies we have a broad
selection of clothing to meet the needs of multiple demographics and age groups. We
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are not a one dimensional clothing company that you outgrow as you go through
different phases of life.
Requirements
We will use a mixture of television commercials, as well as online advertising in the form
of sponsored videos and other digital content. We will also use print ads in magazines
that wield the highest levels of consumer involvement.

Campaign Concept/Direction:

Big Idea: The core idea of H&M is to provide the customers wonderful shopping

experiences that exceed their expectations and to let the customers know that

H&M is a one stop shop that can satisfy all their needs.

H&M wants to have the best clothing options in the market, so the quality of the

products is guaranteed to be a very high level of standard. H&M offers clothing for

young modern day family and fashion forward. For this reason, H&M wants to provide

collections that are both affordable and range widely for men, women, teenagers and

children in a variety of situations. On the other hand, H&M also has department store

qualities and prices but includes more fashion designs in its clothing options. H&M

knows how to attract different kinds of people. For example, the collaboration with

Coachella successfully attract hipsters style of consumers, and the work with the

celebrity, such as David Beckham, also has been a success to attract the generations

that are older and more mature. Furthermore, H&M is one of the companies that has

reached the sport sector very successfully as their sporting style is very popular. In

short, our storytelling ad campaign will show how H&M cares about the quality of their

products and how versatile H&Ms clothing is.

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Integrated Marketing Communication Strategy

Our strategy and big idea is to provide collections that are both affordable and

range widely for men, women, teenagers and children to wear in a variety of different

occasions. Before we explain our strategy, it is important to understand the strategic

objectives. Our plan will increase product market share and the visibility in the market.

We have to find some way to help local stores sell more products and attract more

people towards H&M that have never heard of our brand before and have never been in

stores. Including all of the collections into one store will face a larger customer group

than any brand which only provides a few styles. And this will create more interest for

the company. Different people have different needs and selling the entire, diverse

collection will also make the brand famous by word of mouth. And keeping the entire

collection in one store will save a lot of time for the customers who need to visit different

stores for different products. Also, in the large amount of stylish clothing customers

should find something they like for their needs. This is why we provided these wonderful

shopping experiences as our strategic initiative for our big idea.

Television

The television strategy our company uses will be vital to the success of our IMC

campaign. Our big idea is to show H&M can be a one stop shop for consumers, due to

the brand's diversity of products which are able to reach multiple target audiences. In

our television strategy we want to bring our big idea to life. One way in which we plan on

doing this is by highlighting how H&M has clothes that are appropriate for almost every
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aspect of our daily lives. One of the commercials we would run would be a called a Day

in the life. The commercial would highlight a young adult going through their normal

day routine, and wearing H&M clothing for multiple purposes. The storyboard we

created shows a man waking up and getting his day started, by going on an early

morning run. This particular part of the commercial is important because it will highlight

H&Ms athletic apparel line. H&M is the only one of its competitors to offer athletic

apparel and this adds to the brands versatility. As the man finishes his run he will return

home and begin to get ready for his work day. We want to highlight how H&M offers

clothes that can be worn in a more professional and upscale environment, showing yet

another aspect of the brand. As the man is at work he will receive a text message from

a friend asking about drinks after work. As the man gets off work he will be shown

leaving the office and proceeding to call his friend telling them he just needs to run

home and change really quick. The man goes home and changes into yet another H&M

outfit that he will wear out to the club, highlighting the usual image people associate

H&M with, which is fashion forward and trendy clothing. This commercial will help to

show consumers that H&M has the options their competitors simply cant match. This

commercial would also be able to work for both genders which is a very important

aspect for H&M because they are one of the few brands that is able to cater to men and

woman of multiple age groups. We also plan to stream other commercials to highlight

the versatility of the products and collaboration H&M offers. Multiple commercials would

be aired in order to highlight and bridge the gaps between all of H&Ms collections in

order to show consumers the brand has more to offer than they ever realized.
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(Storyboard of a Day In the Life)

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Public Relations

The public relations campaign we decide to run will mostly be geared towards

gaining the attention of print magazines, social media outlets and online websites. The

campaign will highlight the diversity of products H&M has to offer. We want to really use

our public relation campaign to strategically position our products to reach the intended

audience the product was designed for. By being featured in articles in both magazines

and websites it will help bring exposure to our big idea.

The ways we would put this plan into action would be in three ways. First by

using celebrities or well respected individuals to highlight why they enjoy the brand and

how they like to wear or use H&M products. Second we would want bloggers or fashion

industry members talk about and promote how the H&M brand is different from

competitors, as well as highlighting how people can tailor H&M clothing to their specific

needs. These celebrities and experts in the industry would be featured in magazines,

fashion blogs or websites and on social media talking about the H&M brand. The

celebrities can highlight the different H&M products in various ways such as interviews,

instructional videos, and tutorials. This will bring exposure to the brand in a positive

way and allow for us to tailor the exposure the brand gets in a way that pushes across

our big idea.

Lastly in order to create real newsworthy attention that will make a roar in the

media, we will use publicity stunts. We plan on using publicity stunts in a way to

highlight the different features of H&M products. For example in order to promote our

athletic line, we can have a flash mob esque group of joggers run around in a largely
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populated city wearing nothing but H&M clothing. Joggers will run in large packs using

multiple routes, ultimately ending at the same destination, which would lead to a pop up

H&M event. The said event would then have banners with H&M logos, as well as H&M

vans that will give away H&M athletic apparel. The same type of stunt can be used for

other various athletic activities, especially yoga.

Another way H&M would make gain publicity is by having random competitions

and giveaways, which engage consumers. These different competitions and giveaways

would be strategically used to promote different H&M products, to various target

markets. One way to promote the H&M, outerwear line would be to have an event in

which consumers are given an opportunity to win a trip to a red carpet event as a H&M

ambassadors date. The way they would get a chance to win a trip to the red carpet is,

by taking a picture of them in their best H&M red carpet outfit and post it to instagram.

This would not only create an engaging experience for consumers but also allow for free

advertising in the form of consumer generated content. Through public relation

strategies like these we will be able to highlight the multiple dimensions of H&Ms brand

to consumers, while also increasing brand awareness.

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Internal Rollout

Some Internal Rollout Tactical Ideas:

I nternal launch event with refreshments, stakeholder speakers

B
rand training

P
osters and signs

S
creensavers

V
ideos

L
obby events

We believe our big idea launch should be integrated into H&Ms vision and values, with

personal commitments and tangible changes to the employee morale announced from the top of

the company. We want to bring not just the campaign ideas, but also employee tools, training,

motivational ideas to the employees. Possibly a combination of some of the above ideas,

although potentially expensive for a company-wide release, would be beneficial to employee

morale.
 23

We know that our employees are well connected to social media. They tweet, post,

comment and spread the word. We would like to embrace this fact and have our employees

spread the word about the new campaign via their personal social media accounts. We could

create exclusive content that they can distribute on their own.

When it comes to execution, we believe it would be best to link our internal and external

marketing campaigns. We would like to create external advertising that targets both audiences.

The goal of our internal branding campaign is very similar to that of our external campaign: to

create an emotional connection to H&M that go beyond any one particular experience. It is our

hope that this connection will change the way employees view their jobs in a positive way.

Owned Media

For the release of our big idea, we want the main focus of our owned media to be

our website and social media accounts such as Twitter, Facebook, and Instagram. We

would like to completely revamp the website by making the home page immediately
 24

start playing our campaign video. It may also attract attention if we created look books

based on the storyline we have created within the advertisement. This would make is

possible for customers to view clothing lines that best match their lifestyle.

We would like to build excitement about the campaign by posting sneak-peeks

about the advertisement on all of our social media accounts. The importance of

spreading the campaign via social media is vital to the success of this big idea. In order

to achieve this, we would like to incorporate not only content posts, but also banners for

profiles and customer engagement. We could possibly start a photo competition where

customers show how they wear H&M for different lifestyle activities. Customers could

post these pictures while using a hash tag, #h&mlifestyle, and the best photos could

actually be used as part of our advertisement. Being featured on the H&M Instagram

could be a great incentive for people to participate in the contest. We believe this will

attract attention to the campaign, create anticipation for its release, and most

importantly build a real relationship with our customers that will create loyalty and

appreciation for our brand personality.

Updating our website and social media accounts constantly will keep followers

and online shoppers aware of the campaign and hopefully make customers more aware

of the versatility of the clothing our brand offers.

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Digital Utility

The main focus of the digital aspect of our campaign will be a creative update

and launch to the H&M app. Currently the app is like every other clothing store app, it

allows you to create an account, browse clothing listed online, and make H&M

purchases via the app. While the app is functionable and does its job well it could be

much more interactive. We will be making two new additions to the app that will

increase likeability and the amount users use our app.

The first addition to the app will be the ability to scan you into the app to create

an avatar as well as a preview of what the article of clothing would look like on you. The

technology used will be similar to the same technology being used in Snapchat

currently. Simply using the camera on the phone of the user they will be able to see
 26

what a pair of glasses would look like on them, a nice t-shirt, or even a pair of jeans.

This will create much more personality for the app and will allow the user to be much

more connected to the brand.

The other change to the app H&M should implement is the ability for the user to

compare prices with other brands. This can be a risky move for some companies

because the user might find a better deal and purchase the item elsewhere. However,

H&Ms really is the best bang for your buck brand so this could be a very impactful

move. Adding this to the app would greatly expand its functionality, no longer is it H&Ms

company app, its a search engine for clothing. The reason this is a good move is

because people would use the app much more and they would respect the brands

honesty and its value would increase. Also if the app truly was a clothing search engine

H&Ms customers would use word-of-mouth to tell their friends about the app, which

would also increase brand awareness.

 27

Out-Of-Home

Our campaign is going to mostly feature more current marketing techniques

involve new innovative ways of reaching the consumer through different channels. That

being said, it is also very important to keep your brand in your consumers mind and to

send them mental cues as much as you can for brand awareness. There will be two

main objectives in the out-of-home section of our marketing campaign. Bus transit

advertising and sporting event billboards.

The bus transit advertising is a key component of out-of-home marketing that can

be overlooked by a lot of companies. This campaign will look to further or create bus

advertisements in cities or urban areas that contain H&M stores. With the slight brand

cues people will see on the buses, they will be more likely to visit the stores and brand

awareness will increase. This could also introduce the brand for a lot of people who

arent familiar with H&M. In this way it will work effectively to spread brand recognition

and development.

Sports event advertising is a very important part of our campaign considering

H&Ms top model, David Beckham, and their new model, Caitlyn Jenner, were both

amazing athletes. Both are very respected in their sports and so H&M has a great

chance at exploding into this market. Different advertisements in sports will include

billboards in arenas, electronic displays of H&M advertising, and guest appearances by

David Beckham at Major League Soccer games. Through these different channels in

both sports and transit advertising H&M will increase awareness among current

consumers, gain perception from potential consumers, and reach a larger audience.
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Social

H&M is a trendy and fashion forward company. This means that there is a lot that

can be done with social media when it comes to advertising. There are so many outlets

of potential social media. Some of these include Facebook, Instagram, Snapchat,

Tumblr, and even Pinterest. In order to get this companys big idea across, our social

media approach needs to be revamped and revitalized. There are many strategies that

we can use to do this.

Take for instance, the current Facebook page for H&M. This page is mostly

focused on the apparel and accessory front of this company. To get the idea that H&M

is more versatile than just its clothing and accessory options, there needs to be a little

bit more focus put into things that are also sold online, like homeware and house

accessories. Another important thing that can increase profits and awareness for this

company is an increase in the posts about men's clothing and accessories. While the

current Facebook page is tailored about 80% towards women and only 20% towards
 29

men, the increase in focus on men's clothing and accessories can raise awareness of

the fact that H&M also caters towards the apparel needs of men.

When you take a look at other social media, such as Instagram and Pinterest, the

same thing is true. A majority of these social media outlets focus their aims toward

women. Although this is an appropriate approach because of the high usage of social

media among women, there are also ways to change the current approach to raise

awareness to the versatility of H&M. Some of these ways include the types of things

that are being posted about. Instead of just posting about clothing and accessories, the

company needs post about other products that are offered, such as the homeware that

is offered online. Also increasing focus on the fact that there is clothing for all ages and

both men and women, H&M will increase its general target market.
 30

Sponsorship

H&M does not do a lot when it comes to sponsorship. For instance, H&M does

not even put its own logo on its clothing and accessories. In some respects H&M could

benefit from self-promotion and self-sponsorship. This would bring awareness to

consumers when they see someone wearing something that has an H&M logo on it.

This type of self-promotion is done by virtually all of H&Ms competitors and can be a

benefit to this company. By putting the H&M logo on all products the product recognition

for H&M will increase.

Another thing that H&M can do that would help their overall image of versatility

and affordability is by doing charities and partnerships with major events. One thing that

H&M is currently doing is partnering with Coachella. This a good step in the direction of

sponsorships. An idea for H&M to pursue would be to have a charity event. In this

charity event there are many ways that H&M can increase brand recognition, as well as

maintain credibility and image. One idea is to have a charity in which there are raffles.

With these raffles, the prizes can be H&M products, ranging from clothing to home

goods to accessories. The money raised from the events could go to a charity and raise

brand awareness and integrity. The fact that the prizes within the charity event are

products of H&M and also range in the type of products they are, the consumer will

become more aware of everything that H&M can offer. This ties into the big idea that we

want to get across as a company. That idea is that H&M is a versatile company that can

offer more than just clothing and accessories to its consumer, but can also provide a
 31

wide variety of products like most department stores. H&M manages to do this, but at

the same time, maintains their unique feel.

Direct Marketing

Our campaigns use of direct marketing will focus on three different outlets

including direct mail, email marketing, and text message marketing. Through the use of

these channels, our big idea will focus on reaching current and potential customers with

numerous types of various advertisements that aim to get across H&Ms key message.

Through the use of direct mail, our campaign will be sending out catalogs of

H&Ms current and future clothing lines along with their different homeware items. This

will get customers excited and will make them look forward to the upcoming styles. The

catalogs will highlight one of the key components of our big idea, which is to show how

diverse H&Ms brand is. The catalog will show all of what H&M has to offer and will

feature various styles of clothing.

 32

Email marketing will consist of email blasts that will be sent out through the

month for customers who are signed up for the email lists. These emails will feature

current or upcoming sales that will be occurring at H&M, while also sometimes

containing coupons that can be redeemed at participating stores. Too often companies

will send out either too many or not nearly enough emails a month, this is why our

campaign will focus on sending out just the right amount of emails. By concentrating on

some of the main releases or sales, H&M will send out either weekly or bimonthly

emails to their customers.

The last outlet our H&M campaign will focus on is text message marketing. Our

campaign will send out text messages every so often that will keep customers aware of

certain sales that will be occurring through H&M. Another key part of our text message

marketing, is that customers will be able to text keywords to H&Ms number that will

enter them into different contests or giveaways. These keywords will be able to found

either within catalogs, on different ads, in stores, within emails, or on receipts.

These different outlets will be utilized in their unique ways in order to reach a

broader range of customers while at the same time keeping customers aware of what is

going on within H&M.

 33

Magazine/Print

The main idea of our magazine and print ad campaign is to focus on highlighting

each department of H&Ms products within their respective customers typical magazine.

This will help attract different magazine readers by showing what H&M has by relating

to that magazine style.

In order to highlight H&Ms mens fashion lines, we will feature our ads within

magazines such as Mens Health, Sports Illustrated, GQ, and Maxim. The

advertisements within these magazines will feature products that are directed to men
 34

and will feature outdoor/sportswear. These ads can also feature product lines such as

the David Beckham clothing line.

Prints will appear in magazines such as Vogue, Elle, and cosmopolitan in order

to reach women. These ads will feature lines that appeal to women and will also have

some ads that will feature kids clothing for the ages a year to 14. This will be be

because women will typically shop for their kids and our campaign will highlight how

they can shop for both themselves and for their children in H&M. Some ads could show

a mom shopping with her kids while featuring H&Ms new products.

To reach teenage girls, our campaign will also feature ads within magazines such

as Teen Vogue, Seventeen, and Cosmo. These ads will appeal to teenagers through

the use of ads featuring product lines such as the Coachella line. Also, in order to

promote H&Ms home dcor products, we will have ads within magazines such as

House Beautiful, Country Living, Victoria, and ELLE Dcor. These will mainly focus on

H&M homes collection.

Through the use of print ads in big named magazines, H&M will be able to reach

a much broader audience, and will be able to focus on the readers of each magazine by

tailoring each ad to fit the customer base.

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Part 3

Media Mix

For H&Ms campaign Something for Everyone, we wanted to focus on

marketing to the state of California. We set out to do this by using multiple different

advertising outlets throughout the entire state, while mainly focusing on larger cities with

bigger populations. In order to reach the largest audience base possible, we decided to

use billboards, transit bus advertisements, radio, magazine prints, television

commercials, and social media as our focused outlets.

In order to effectively advertise our Coachella and sports lines, we will position

our billboard ads within and/or near major concert and sports facilities. The Coachella

line will be advertised directly within and around the vicinity of the two-weekend concert

event located in Indio, CA. While the sport style clothing lines will be shown on
 36

billboards around professional sports stadiums. In Los Angeles, billboards will be placed

around the Angels, Dodgers, Lakers, Clippers, and Galaxy stadiums. In San Diego, they

will be placed near the stadiums of the Padres, while in San Francisco they will be

around the Giants facilities. Oakland, CA will also have billboards placed near the As

stadium. These teams were chosen to feature this campaign since their seasons

directly line up with our campaigns timeline.

To promote Something for Everyone within larger cities, our campaign will

feature advertisements on the transit bus systems within the larger cities of Los

Angeles, San Francisco, and San Diego. We chose to advertise on the largest transit

bus company within each of these cities, which are the LA County Metropolitan

Transportation Authority, the Golden Gate Transit, and the San Diego Metropolitan

Transit System.

For us to reach a larger and more diverse audience, H&M will promote this

campaign through the top listened to radio stations within each major city. 97.1 KAMP

and 93.5 KDAY will be utilized in LA, 100.7 KFMB and 91.1 91X in San Diego, 90.7

KALX and 91.7 KALW in San Francisco, 105.1 KNCL and 96.9 The Eagle in

Sacramento, and 95.3 KRTY and 106.5 KEZR will be used in San Jose. These radio

stations have diverse music genres, which will help us reach different types of listeners.

Print ads will be featured in some of the top magazine publishers in the country;

each ad will be created to fit that specific magazines audience. Magazines will include

Mens Health and Sports Illustrated to reach male audiences, while Vogue, Elle, and

Cosmopolitan will be used to reach Women. Teens will be targeted through Teen
 37

Vogue, Seventeen, and Cosmo, while H&Ms home dcor line will be printed in

magazines such as House Beautiful, Country Living, and Elle Dcor. Along with

Magazines, TV commercials will be utilized during a diverse range of the largest viewed

shows that are shown on different TV stations. 15-45 second commercials will be shown

during the Walking Dead on AMC, Game of Thrones on HBO, Big Bang Theory on

CBS, Greys Anatomy on ABC, and both The 100 and The Vampire Diaries on CW.

These TV spots will reach a much wider range of different types of audiences based on

both gender and preferences.

Social Media will be the last planned source of advertising used for this

campaign. Something for Everyone will utilize three of the top social media sites used

today, which are Facebook, Twitter, and Instagram. These will feature all the different

aspects of this campaign while being able to reach large audiences. Along with all of our

planned advertisements, we will leave room for opportunities that may rise in the future

as our campaign comes to a start, and will be prepared to take full advantage of them.

Timing

Because H&M has such a wide variety of apparel options that change with the seasons,

the tactics being used must also change with the seasons. Therefore some of the timing

must also be accounted for. One of the most important things to take into consideration

is that apparel changes seasonally. This means that with every form of our ad

campaign, changes must be made rather constantly to maintain consumer needs. Our

plan is to advertise in every media form, such as magazines, television, radio, and
 38

billboards, all throughout the year. With the average amount of time it takes to get a

campaign ready being 3 months, we need to have each campaign started before the

current season has ended.

Our H&M campaign is also planning on partnering up with specific events, such

as large award ceremonies and music festivals. There has to be planning for the

promotion of these events, as well as, promotion at these actual events. The timeframe

for promotion of an actual event spans several months before the event. The

frameworks for the promotion must then be made several months before the starting of

the promotional videos, print media, and the like. That means that if we plan on

sponsoring an event such as the Academy Award Show, which happens early on in the

year, the planning for this must be started sometime in the fall. This can become tricky

because of changing fashion trends and the increased speed of media in the current

day and age. With proper planning, H&M will be able to get its campaign to be exactly

what the consumer needs it to be.

We believe this particular campaign, Something for Everyone, would run best

as a yearlong advertisement. We can slightly change the theme of each advertisement

in order to match the season better, while sticking with the main concept of Something

for Everyone. The reason we believe this campaign should only be run for a single year

is because we believe the message will become repetitive. After consumers are aware

of H&Ms different product lines, they will no longer be interested in hearing about them

over and over. We also do not want this campaign to overpower other very successful

campaigns done by H&M such as their collaboration advertisements. We believe

 39

previous campaigns, such as Balmain x H&M, are a core personality trait of this brand

and we do not want to risk losing that connection with our current market.

Media Flow Diagram

Budget

H&M is a large, multinational corporation and they are not afraid to put a lot of money

into advertising to gain brand awareness, reputation, and credibility. Based off of the

Budget by Advertising to Sales spreadsheet H&M would most likely fall into the Apparel

and Accessory Stores industry. The average amount of money spent on advertising in

this industry is 3.1% of sales. H&Ms 2015 sales totaled to around 209.9 billion Sek,

which translates to around $25 billion using current currency exchange rates (H&M Full

Year Report). $25 billion multiplied by 3.1% equals $775 million, which will be H&Ms

advertising budget for 2016. Our campaign is only for three months, but since it will be

the main advertising effort of the year for H&M we will allocate $350 million to our

campaign. The main forms of advertising this campaign will include are Magazines, TV

Commercials, Bus/Transit, Social Media, Billboards, and Radio. The largest allocation of

$225 million will go to TV spots because nowadays TV is still the most effective form of

communication for businesses to reach their consumers. Our next most expensive

portion of the budget will go to billboards with $100 million because we will be putting up

billboards at venues like Coachella, sports stadiums, and normal billboards. Magazines

will cost $5 million in order to gain access to national magazines as well as local.

Bus/Transit advertising will be $5 million as well because of the amount of buses that
 40

will carry ads all along the West coast. Radio will sum up to $2 million in order to gain a

wide range of awareness. Lastly social media will cost $1 million or less in order for

H&Ms internal team to advertise and to gain advertising spots on Twitter, Facebook,

and Instagram. The last $12 million will be kept in case a fantastic opportunity pops up

during the campaign, so H&M will be able to quickly capitalize.

Evaluations

As a fast-fashion clothing for men, women, teenagers and children, H&M has

expanded their business worldwide. To measure the success of our work, we will focus

on looking at the sales/profit made in the months during and after the campaign, as well

as the brand reputation through the advertising effort. We will measure the sales and

profit of H&M by comparing the data with the data that was generated from the same

period last year. By comparing the difference between these two periods, we will gain

information about how much of an effect our campaign had on H&Ms sales. Also, we

will focus on the relationship between total market demand and their sales and profit.

We will use sales and profit to divide by the total market demand to see how big of a

portion we have taken from the market. Again we will use this number and compare it to

last years portion of market demand and using that as a benchmark we will see how

much success our campaign accomplished. While conducting this process we will also

keep in mind that H&M is a very successful company and is likely to grow more and

more each year. This will have to be taken into account to actually see the true success

of our campaign.
 41

Being a fast-fashion retail-clothing company, H&Ms reputation seems to be high

among the young demographic. To measure the effectiveness of our advertisements,

we will conduct a survey before launching the ads. We will focus on collecting

information from college students (because college students are one of the biggest

portions of our consumers). We will ask their opinions about the ads and see what their

current perception of H&M is. What they expect to see in the ads will help us know more

about our customers interests and will help us gauge the future effectiveness of those

ads. Most importantly, we will ask students about their impression of H&M. Later, after

we launch the ads for a certain period, we will come back to conduct the survey again to

ask opinions about the ads; what draws their attention in the ads, and if they view H&M

any differently. By comparing perceptions in these two different periods, we will get a

good sense of how effective our campaign was in delivering the idea of H&Ms true

brand and how well that coincided with the consumer.

Future Recommendations

Although our future recommendation may depend on the success of the

campaign, we believe this particular advertisement would work best as a stand-alone

effort. Over time, this campaign may lose its effectiveness, because people will become

uninterested. After consumers become more aware of H&Ms product variation, the

campaign will become repetitive. We also believe this campaign may be more beneficial

as a stand-alone effort based on the success of previous collaboration

advertisements. If this campaign continued to run, it may overpower the collaboration

 42

campaigns. H&Ms collaborations are vital to the brands persona, and losing this aspect

of their marketing could potentially be damaging not only to their revenues, but also to

their image. We believe this campaign will be successful as a stand-alone effort

because it will raise consumer awareness of H&Ms product lines. We believe the

information presented in this advertisement will attract new customers who may not be

already aware, and possibly convince current customers to try new product lines. For

future advertising campaigns, we believe H&M could still continue to show product

variation by doing different collaboration campaigns. For example, H&M could

collaborate with a mens designer such as Tom Ford. This may attract new male

customers because they are excited about the Tom Ford line at H&M, but it might also

raise awareness that H&M even has a mens line at all.

 43

Works Cited

Dhani Mau. "BALMAIN X H&M: SEE THE FULL COLLECTION WITH PRICES." 19 Oct.
2015. Web. 05 May 2016.

"David Beckham Smashes First Ever US GQ Cover With His Sexy British Face - B&T."
B&T. N.p., 16 Mar. 2016. Web. 05 May 2016.

Emese. "H&M Trend." Polyvore. N.p., Feb. 2013. Web. 05 Apr. 2016.

"Every Piece from the H&M X Balmain Collection with Prices." GQ. 2015. Web. 05 May
2016.

Glazer, Mikey. "Coachella 2015." The Wrap. N.p., 19 Mar. 2015. Web. 28 Mar. 2016.

"H&M Launches U.S. E-commerce." Tamrafeldman. N.p., 01 Aug. 2013. Web. 05 May
2016.

Kim Bhasin. "Everyone's Freaking Out About H&M's New Clothing Line With Balmain."
Bloomberg.com. Bloomberg, 05 Nov. 2015. Web. 05 May 2016.

N.p.: n.p., n.d. H&M Annual Report 2015. H&M, 31 Jan. 2016. Web. 30 Apr. 2016.

"My Time with the H&M App." Gatorjake. N.p., 19 Feb. 2014. Web. 04 May 2016.

Smith, Jasmine. "H&M Opens at MegaBox TODAY!" Dress Me Blog Me RSS. N.p., 30
June 2011. Web. 05 May 2016.