패션비즈니스 H&M 마케팅전략

패션비즈니스 H&M 마케팅전략

[패션비즈니스] H&M 마케팅전략.pptx

목차 1.ABOUT H&M -Business Concept -Fashion Concept -From Idea To Store -The H&M Brand -Markets -The World of H&M 2.STRATEGY OF H&M -SWOT -4P 3.MARKETING STRATEGY -Collaboration -Celebrity Marketing -Masstige Marketing -Emotional Marketing 4.INTERVIEW - WITH A MERCHANDISER of H&M in MYUNGDONG, SEOUL, KOREA 본문 H&M offers fashion and quality at the best price H&Ms first store was opened in Vasteras, Sweden in 1947 by Earling Persson H&M is in around 2000 stores spread over 37 countries H&M offers fashion for women, men, teenagers and children The collections are created centrally by around 100 in-house designers together with buyers and pattern makers H&M also sells own-brand cosmetics, accessories and footwear The stores are refreshed daily with new fashion items In Sweden, Norway, Denmark, Finland, the Netherlands, Germany and Austria H&M offers fashion by internet and catalogue sales H&M employs about 76,000 people The turnover in 2009 was SEK 118,697 million To offer the latest fashions, H&M has a design and buying department that creates clothing collections; H&Ms own designers interpret fashion trends and create fashions that are accessible to all H&M ensure the best price by having few middlemen, buying large volumes, having a broad, in-depth knowledge of design, fashion and textiles, buying the right products from the right market, being cost-conscious at every stage and having efficient distribution H&M does not own any production factories. Production of goods is outsourced to 700 independent suppliers, primarily in Asia and Europe, through H&Ms local production offices. H&M does not own any of its stores. Instead H&M rents store space from international and local landlords. H&M creates and plans its collections centrally. Important to understand what customers want from the idea, through the creation of a new product to the customer buying it. H&Ms designers, pattern makers and buyers agree on the trends that will inspire H&Ms fashion in the coming season and try to find a good balance between modern basic, current fashions and high fashion. H&M outsources the production of the items to independent suppliers, mainly in Asia and Europe. Millions of items are involved and these are sent out to the stores via a number of distribution centers. Getting the right item to the right store at the right time is the key to H&M customers always finding something new and exciting. Idea and Design Planning the range Buying production Logistics and Distribution Stores that inspire 본문내용 rld of H&M STRATEGY OF H&M SWOT 4P MARKETING STRATEGY Collaboration Celebrity Marketing Masstige Marketing Emotional Marketing INTERVIEW - WITH A MERCHANDISER of H&M in MYUNGDONG, SEOUL, KOREA About h&m Presented by 이슬희 About h&m H&M offers fashion and quality at the best price H&Ms first store was opened in Vasteras, Sweden in 1947 by Earling Persson H&M is in around 2000 stores spread over 37