H&M: International Marketing Success Story, Case Study Example

Visiting different global H&M’s websites make it clear that the company primarily targets customers that are in their 20s, fashion forward, follow celebrities, and care about the ongoing social issues. The company also emphasizes that it targets both the customers who prefer laidback style as well as those why want to stay at the leading edge of fashion trends.

The company makes sure that it understands the shopping habits and lifestyles of its targeted segments. It connects with its targeted market almost through all of the latest communication tools including Facebook, Twitter, YouTube, and portable communication and entertainment devices. The company also sponsors fashion TV programs to strengthen its image as a fashion-forward company and collaborates with established and upcoming fashion designers.

H&M is committed to offering a consistent product experience as well as developing brand image around the word. This is why the product offerings around the world are almost 80 percent similar while the rest 20 percent is reserved to accommodate regional differences in preferences and fashion tastes. The company has centralized purchase and design operations to both take advantage of economies of scale as well as standardize offerings around the world.

The company does research on the markets to stay knowledgeable about trends and customer tastes. It uses distribution channels that are frequently visited by its targeted customer and promotes itself through marketing channels such as TV and social networking media which are being embraced by the customers targeted by the company. The company also allows regional managers to customize offerings to some extent to accommodate local tastes.

H&M’s product offerings are 80 percent similar all over the world which helps send a consistent brand image as well as create uniform customers’ expectations. But the company also allows 20 percent customization of its products to accommodate local tastes and preferences. Thus, it achieves production efficiencies while also meets individual markets’ needs.