H&M CBBE pyramid

Salience

Indicator of Brand Awareness

Depth of brand awareness: Alike the logo of H&M, H&M is a very friendly brand close to everyone. “Fashion and quality at the best price” is H&M’s slogan. It also cooperates with famous designers and invites celebrities to endorse H&M. With those efforts, H&M wants to let people know that normal people can own the same clothing as celebrities. H&M is one of the most famous brands in fast fashion industry.

Breadth of brand awareness: Offering fashion and quality at the best price, H&M offers a varied assortment for the entire family, including concepts for ladies, men, teenagers and children. Consumers can buy H&M anytime for every occasion. The products vary from casual clothing (most) to party dress. You can wear H&M in your everyday life.

Imagery

Meeting of customers' psychological and social needs

User Profile: H&M’s customers are young, and even younger than ZARA’s customers who are more seeking clothing for business look. H&M targets mainly on 20-35 years old people. And it provides young and lively street fashion to everyone. These consumers also seek trendy clothing with low price.

 

Purchase situations: Consumers might purchase H&M online or in store for any occasions. Besides, H&M has 3000 stores in 50 markets. With its amount of stores, it’s easy to reach and purchase. H&M offers consumers with low price thus consumers can repeatedly come and buy it.

Personality and values: H&M is friendly, trendy, warm, and full of fun. H&M is suitable for everyone who likes high street fashion.

Performance

Meeting of Customers' Functional Needs

Reliability & Durability: H&M operates since 1947. Through long development it has already won good reputation. With its good quality and endorsement, H&M is definitely a reliable brand.



Style & Design: H&M collaborates with many famous pioneer of designers such as Karl Lagerfeld, Stella McCartney, Viktor & Rolf, Roberto Cavalli, Comme des Garçons, Sonia Rykiel and Lanvin. Although designed by well-known designers, the design is for everyone. It’s available for you and people who love to follow the latest trend. Besides, the best thing is that you don’t have to spend lots of money to get those fashionable designs.



Service Effectiveness & Price: The fastest time from design to sale takes H&M 20 days. Although it is slower than ZARA, H&M can save money and can benefit consumers with 30-50% off price. H&M produces its basic style clothing in Asia (60%) and produces changeable, trendy clothing in Europe (40%) to save costs. That’s part of the reasons to offer consumers the

Best price.

Feelings

Creating which type of emotion during consumption

Fun, warm: H&M creates a fun, lively, warm, and stylish characteristic to clients. In the catalog of H&M, you can see people smile and sharing the fun time together. Also, there are some pictures present the modern and confident side of its design. In all, H&M is in your daily life.

Judgements

Integrating all the opinions from performance and imagery association of customers

Credibility: After viewing the value and the satisfaction from H&M’s consumers, H&M is a very reliable brand. It conveys the image of  “fashion and quality at the best price” successfully.

Resonance

Intensity or depth of psychological bonds that consumers have with the brand

Behavioral loyalty: For customers who like H&M, they would like to visit here repeatedly as they know H&M provides quality and good price. They are loyal to H&M but at the same time, if other brands can provide trendy and affordable products, it’s easy to switch to other brands.

Sense of community & Active engagement: H&M has a united Facebook fans page with 16.9 million people. Although the number is less than ZARA, the active browsers are more than ZARA (161,212 vs. 53,996). It’s because H&M engage with its fans every day. H&M not only provides the latest fashion design catalog/information, but also creates local events, invites brand spokesmen for recording videos, and provides advice on collections. H&M also has more marketing to communicate with consumers. For example, H&M invites David Beckham to endorse its bodywear collection and holds some physical events to let the consumers meet their idol and know that H&M has launched the latest series.