Essay H & M : An International Fashion Retailer

778 Words Nov 4th, 2015 4 Pages
Overview Hennes & Mauritz better known as H&M is an international fashion retailer that offers clothing and accessories to women, men, and children. The late Erling Persson founded his first retail store that originally went by just "Hennes" which means "her" in 1947 in Sweden. The company later expanded in 1968 when Erling acquired a men 's hunting equipment store by the name of Mauritz Widforss. Thus, beginning "Hennes & Mauritz," shortened to "H&M" an international clothing retailer roughly worth $67.8 billion to date according to Forbes.

Products and Demand H&M offers a wide variety of clothing that ranges from casual to chic. In 2004 they began collaborating with big high fashion names such as Karl Lagerfeld, Alexander Wang and more recently Balmain. According to H&M 's current CEO Karl Johan grandson of Erling Persson, the company 's goal is to make fashionable clothing that is "affordable and sustainable"(Persson hm.com). H&M’s clothing does not cater to a specific customer, and they offer a wide variety of different categories designed for different age groups. More specifically they offer basic everyday wear, premium quality products, conscious sustainable clothing, maternity wear, sportswear, loungewear, and more. This is why, H&M is able to appeal to generations of customers from teenagers to mature adults.

Different style categories attract different customers, who are willing to spend different amounts at H&M. Price elasticity of demand ‘measures the…

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