Product Strategy


Product
H&M proves to be good at producing cheap products of reasonable quality, inspired by the latest catwalk trends. With daily new products in store, the H&M has a unique selling proposition, competing with – as H&M states- every other fashion company. Offering a broad range of product for a broad range of people, H&M seems to be doing well.

Innovation
H&M is very innovative and has extremely fast and numerous NPD cycles. However, the role of the customer in this innovation process could be improved. Whereas other compa¬nies, like Nike is doing for almost a decade now, adapt to the individuali¬zation trend by enabling their customers to design their own items, H&M is just offering their products as they are. Customers are involved only spo¬radic into the designing process, although cooperating with trend¬setting customers might bring the brand closer to the customer.




Brand
As discussed under innovation, H&M is innovating and developing all the time. H&M has its own innovation model, which might benefit from the Delft Innovation Model in terms of evaluation and the combination of internal and external focus.


Target Market
The target customers of H&M belong to the group of fashionable and trendy consumers who see shopping as a social activity providing pleasure in their daily life. They acquire the most fashionable clothes each season and want to follow the trends without investing a lot of money. In order to fulfill the needs of the customers, H&M launched EDLP (Every Day Low Prices) products. In addition, they invited the top fashion designers in the industry such as Karl Legerfeld to be their partners for designing the new collection. As shown in the emotional curve, there are two pleasure peaks happening in the process which are psychological identification and product price. As a result, we believe H&M is successful in making the combination of the best design under the name of an inexpensive clothing label. In fact, to maintain the low price policy, H&M has to give up the customer service. Fitting and cashier usually have long queues. Sales staff is relatively less as compared to the number of customers. It is not easy to get help when you have encountered problems or issues.

9 ความคิดเห็น:

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