Presentation by Elina Nilsson and Lena Ytterberg

Advertising Management, January 24, 2011

About H&M Swedish retail-clothing company

Established in 1947

Known as fast-fashion clothing

Philosophy is ”To bring you fashion and quality at the best price.”

The world of H&MExpanded significantly the last years

38 different countries

Almost 2 200 stores◦ About 200 of those are located in USA

◦ First store in USA opened in New York on 5th Avenue, Manhattan in 2000

In which countires does H&M operate?

Icon and designer collaborations

Design collaboration every year since 2004

International designers and fashion icons◦ Madonna, Stella McCartney, Jimmy Choo, Kylie

Minouge

Famous and quality design at low prices

Celebrities and H&M

Why this kind of campaign?

Boosts the brand as a fashion house

Makes the business concept clearer to customers◦ Trendsetter

◦ High-fashion

◦ Still affordable prices

Hype and attention

Brand equity

Relation to class

The celebrity’s behavior may pose a risk to the company

The celebrity’s behavior may pose a risk to the company

The celebrity may overshadow the product being endorsed

The celebrity may overshadow the product being endorsed

The celebrity may be overexposed, reducing his or her credibility

The celebrity may be overexposed, reducing his or her credibility

The target audience may not be receptive to celebrity endorsers

The target audience may not be receptive to celebrity endorsers

Referenses http://www.youtube.com/watch?v=owIW1CiVafU http://www.youtube.com/watch?v=L3n66E1Q3yQ&fea

ture=related http://www.youtube.com/watch?v=mDST12FY8Bs&fea

ture=fvw http://www.hm.com/us/abouthm/theworldofhm/northa

merica/unitedstates__worldofhm_countrycode_us.nhtml

http://www.hm.com/us/abouthm/theworldofhm__worldofhm.nhtml

http://www.hm.com/us/abouthm/factsabouthm/thehmbrand__thhmbrand.nhtml

http://en.wikipedia.org/wiki/H%26M http://londonoa.com/2008/10/12/hms-designer-collabo

rations-go-harajuku/ Belch, G; Belch, M; Advertising and Promotion; New

York: McGraw-Hill Companies; 2009

TACK SÅ MYCKET(Thank you so much)