bethany richard
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CONSUMER BEHAVIORFINAL PROJECT
By Bethany Richard
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PRODUCT: PLUS-SIZE LINEBRAND: H&M
(HENNES AND MAURITZ)
Description: Affordable, stylish, sophisticated
fashion in extended sizes made easily
accessible.
Key Benefits:
High-Street Fashion (runway trends
adapted for the streets)
“Cheap Chic”
Easy Access, in stores year-round
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COMPANY PROFILE: H&M
H&M lives by its business concept:
“Fashion and quality at the best price.”
“One of the first to challenge the retail clothing
sector by delivering fast fashion at low prices.”
Offers different concepts for men, women,
teenagers and children, and includes everything
from modern basics to high fashion.
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H&M:
Combines “cool, organized efficiency”
with high fashion vibes.
“They have combined good basics
with hot-off-the-catwalk designs which
keep people talking- all at low prices."
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SECTOR OVERVIEW
"To be successful in the world of high-street
fashion, you need to be efficient. The key for the
mass-market, low-priced clothing labels is to have
the season's 'must-have' in a store faster and
cheaper than anyone else.” –Innovation Leaders
H&M has mastered this concept.
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MARKET:
Ladies Fashion:
60% of women fall into the basic size
category
15 % are considered petite
Meanwhile, you still have the 25%
who are plus- size…
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STRENGTHS
Brand Awareness
Brand Loyalty
Size and Growth
Affordable chic for a greater audience. • H&M caters to both men and women of
every age, adding extended sizes only makes sense.
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WEAKNESSES
Zero E-commerce.
Buys in large volumes, which cannot all be
expected to sell• This means sale items are slashing
the cost of already low-priced items.
Wide range of customers• This means lack of a target audience
to focus efforts on.
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COMPETITORS
Popular chains that also provide extended sizes
for plus-size ladies:
Old Navy, Forever 21, Major Dept. Stores
Ladies plus-size specific retailers
Lane Bryant, Torrid, Avenue
Online boutiques that offer similar style options
for plus-size women
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THREATS AND CHALLENGES
H&M isn’t known to cater to these
women.
Fashion Stereotypes:• “Fat is not fashionable.”• “Promoting obesity.”
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OPPORTUNITIES
While stores like Forever 21 carry trendy pieces
for plus-size women, the styles can often be too
“youthful” or even tacky.
Lane Bryant offers more sophisticated options, but
designs tend to get “frumpy, dowdy, and bland.”
These options are not resonating with all
women.
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OPPORTUNITIES
H&M has the ability to meet them halfway with its
plus-size line.
Offering chic options at a place, not a website.• Online shopping may provide convenience
for consumers, but…
Women will have the ability to go to a physical
store.• See the products in person• Try the only on to assure proper fit
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OPPORTUNITIES
Identifying need for plus-size fashion
Marketing Advantage in a Saturated Industry
Increase Brand Value and Awareness within a New
Audience
Respond to Current Industry Trends
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MARKET SEGMENTATION
Plus-Size Women
Ages 18-40
Thrifty, Stylish Middle Class
Interested in fashion trends, conscious about
appearance
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BENEFITS SOUGHT
Clothes that fit their body shape and make them
feel beautiful
Ability to shop at a popular store with convenience.
Chic options
Affordable style
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VALUES
Hedonic. Proper fit, desire for a specific
fashionable look.
Personal
Economic
Aesthetic
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PERCEPTION/LEARNING
H&M is a well-known and loved brand, but
has alienated women after a certain size.
High Involvement • Consumers attach meaning to their
clothes. • Role of fashion and appearance in society.
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MOTIVE
Purpose: to provide the female plus-size
consumer with a chic look available at all
locations and at an affordable price.
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HIERARCHY OF NEEDS:
Self-Actualization: High-fashion look.
Esteem: Sophisticated and stylish product line.
Belongingness & Love: Able to shop at a popular
store regardless
of size.
Safety & Security: Feeling comfortable in clothing.
Physiological Needs: The clothing itself.
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H&M’S NEW SIZES:
Interest: Self-Expression- provides & promotes
self-esteem
Image of Brand: Chic and trendy affordable
pieces.• Now catering to a curvier audience• Sold at H&M stores throughout the U.S.• Fashionable Clothing• Varied Assortment• Trendy Colors/Feminine Cuts