Analysis Of H & M

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Price

Jorgen Andersson, a former commercial director of H & M, described the pricing policy of the company in such a way: "I want people to feel free when they come to our stores, if, for example, tonight they want to go out and need a new blouse. They will not think twice about whether to buy something for 10 euros, because - to be fair - what is there to think about? It's so ridiculous price, if you want you can donate by tomorrow this blouse in favor of the Salvation Army, because this thing has cost you no more than two glasses of wine." We are already familiar with H&M’s target customers, who are young women seeking for fashionable cloths at the low price. Therefore it is important for the retail to keep prices on the level they are
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Answering the question № 7 about preferences in any other retailers, 18 out of 51 people named Mango and 14 named Zara. It is clear that more than 60 % of all respondents to our survey also shop in retailers mentioned above. At the same time, in the question № 3, in which we asked about what they like about shopping in our retail, almost 50 % (see diagram 1) of responders named exactly the price as the most positive aspect. Nearly 10 % said that they like fashion. So what we can assume is that H&M stands in the same row with such retails like Mango and Zara, being perceived fashionable, with one distinguished feature – low price. Indeed low price of H&M is a strong advantage of it and it helps to beat the main opponents on the …show more content…
In the diagram 1 it is visible that nearly 18 % of all responders named location as the main positive aspect of the retail. H&M shop which we choose for our survey is located in “Palladium” shopping center, so it is not surprising that such a big share of consumers said that location is good. Palladium is situated right in the center of Prague and it is very easy to get there from most of the part of the city, or to step by after work or any other activity in the center. At the same time there are a lot of tourists interested in shopping walking in the center of Prague. There two more H&M shops located in the same area and others are distributed all around the city, mostly in big shopping centers like “Chodov”, “Smichov”, “Flora” and etc. I find it very efficient to place the shop in the big shopping center, because it lowers the costs on advertisement – in some way we share it with other retailers in the shopping center, since everybody is interested to attract more clients there. All the people coming to Palladium are our potential clients, because they already come to shop there and need a small “push” to stop by H&M and buy something. This “push” would be a right marketing strategy. It is important to draw attention of newcomers by vitrines looking perfect, advertisements in the shopping center and announcements. These actions can attract people who came to the shopping center without intend to

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