H&M's Brand Identity

H&M’s Brand Identity

H&M is the largest fashion retailer in Europe at the present. Like ZARA, fashionable designs, high quality, affordable prices and its distribution system are keys to its success and rapid expansion worldwide. However, fast fashions, the most important factor of ZARA’s success, is not the one to make H&M more thriving in the market.

H&M’ physical stores are also located in the largest cities around the world. Its strategy is quite similar to ZARA’s; that is, H&M tries to let its customers have an image that it is a brand focusing on stylish designs with good quality at the affordable prices. In fact, H&M’s prices are lower than ZARA’s because it provides its products to all people who want to be fashionable without any scruple about the prices. H&M has a mission that it is possible for everyone to find his or her own dressing style in its collection.

To maintain a good relationship between its customers, H&M tries to provide the collections including everything from basic but modern clothing to high fashion, which reflecting the international trends in the fashion market. Whenever it creates a new collection, H&M’s mission is to satisfy people with different tastes, desires and demands.