Hennes & Mauritz is a retail clothing company established in Sweden. H&M provides fast fashion clothing for women, men and kids. The companies has its branches in 62 coutnries and there are more than 132,000 employees working for the company in 4,500 stores. It is the second largest clothing retailer, Zara is its competitor which has a significant position in retail clothing brand. Fashion brands such as Zara and H&M closely compete with the price and product strategies. An integrated marketing communication campaign needs to be created for its new product line of summer collection for 18 years of age group. The target market is classified as per the problem that has been observed after the analysis has been made which ensure brand loyal customers (Vantamay 2011).
The main industry that H&M belongs is the retail clothing sector. The focus is towards the clothing sector for all age groups who are influenced by brand and the product features. The six independent brands of the company are COS, Monki, Cheap Monday, Weekday, H&M and other stories. The trading area of the company is huge thereby most of the developed country markets are covered. Asia, South America, North Africa, Europe are the markets that H&M cover with its clothing line.
The industry size is wide as it covers all the developed countries such as America, South Africa and Asia. The sales figure is $23232.37 US million gross sales. This indicates that each year there is an increase in the sales volume as it affect ts the profit of the company.
The target market that the company should focus is the new clothing line for age group of 18 years. The market positions to attract the shorter height people for summer casual wear collection. The IMC Integrated Marketing Campaign is addressed to target the market while working on social media adverts (Kitchen & Proctor 2015).
H&M survives in a competitive industry with the product strategy that it uses. The product strategy created the impact to the brand loyal customers and ensured customer satisfaction at a higher rate.
Number of rivals in the industry
A new clothing line will be introduced for the target market so that the shorter height people do not get difficulty in selecting the best products. Introducing a new clothing line ensures marketing plan and ensures the planning, selecting, implementing, monitoring and controlling stage. These stages need to be carried on for effective integrated marketing campaign that introduces a new clothing line (Schultz, Patti & Kitchen 2011)
Marketing mix includes four P’s such as product, price, place and promotion. One of the important element of marketing mix is the product which ensures customer satisfaction. Product includes features and characteristics that highlight the elements of marketing. It is the center of attraction that has its network connected to price, place and promotion. H&M products include clothes for men, women and kids for different age group. The clothing line that will be introduced here is the summer collection for age group of 18. For marketing success, the new product line will determine the influence of consumer purchase on sales volume (Al Khattab, As’ad & Zaidan 2015).
The product solves the problem of segment while dividing the products as per the age group and gender (Wachira & Kariuki 2018). The problem that was identified by the company was inefficient product line for shorter people with age group of 18 years. Distinctive products can be manufactured while addressing the needs of customers and ensuring effective strategies to focus on customer demands and needs. Brand equity is measured with sales volume (Evans 2010).
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