H & M : Brand History And Weak Brand Image Essay

1584 Words Dec 10th, 2014 7 Pages
Looking at competitors for these particular sub brands such as H&M, Zara which target the same market (18- 30 years old), we can sustain that both have worked hard throughout the years to constantly create a stronger brand image. H&M has done so by hiring high profile celebrities to represent their brand (David Beckham, Beyonce, Lana del Rey), by collaborating with luxury designers to create limited edition collections, and by carefully studying current fashion trends and providing clothes that are both classic, but up to date at affordable prices. Zara on the other hand spends little on advertising. Inditex its lead company is a pioneer among “fast fashion” companies, which essentially imitate the latest fashions and speed their cheaper versions into stores (Hansen 2012).
There are two core problems that M&S faces while attempting to target younger audiences: Brand history and weak brand image.
Historically, although the brand has always attempted to target everyone, its primary customers have usually been older, middle class women in their 50’s. Therefore, attempting to target a younger generation of consumers does not seem like a valid marketing strategy for M&S. Natalie Berg, a retail analyst at Planet Retail states that: “M&S is trying too hard to compete with fast fashion chains on the High Street and appeal to a younger audience. This is alienating its older audience, which is really dangerous” (Katie Hope, 2014).
Simultaneously, the brand struggles to have…

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