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下面为大家整理一篇优秀的paper代写范文- H&M's brand strategy，供大家参考学习，这篇论文讨论了H&M的品牌战略。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。

Introduction:

Enterprise brand means market positioning, which also means the value of product quality, performance, technology, equipment and service. It finally reflects the operation philosophy of the enterprise. Brand image is the general impression and judgment of a brand by consumers. This impression and judgment is produced in the process of long-term contact with the brand, and is strengthened by the brand association of the consumer. The ultimate goal of enterprise brand strategy management is to set up the brand image in the target consumer group. And according to the enterprise’s own advantages, characteristics of products or services, consumer demand, market conditions and other factors to establish brand strategy. 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. It is of good quality, low price and highly praised by young people. 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 employs a large number of designers to analyze new fashion trends and more than 400 designers to incorporate fashion elements into their designs. Famous designers of the T stage show, competitors are playing an important role in the formation of design products. At the same time, quickly produce the corresponding products and bring the world trend to the target consumers in the shortest 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 has branches in many countries. 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 huge design team. Many products can be found 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 , but lack the ability to buy luxury goods.

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. Its style is sexy and lively, but also casual and generous, suitable for young people who are good at collocation.

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. In the course of its multinational operations, H & M has developed a mature model of market expansion. This transnational model is: first set up a point of sale in a country, then set up basic service facilities (logistics center, regional management center), next develop sales points in neighboring countries, and share basic services, With the increase of quantity, new basic service facilities will be established in the newly entered country. This will help H & M to reduce operating risk and avoid the market risk caused by incomplete information. Generally speaking, the H & M’s 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/articleshow/60870770.cms

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