The goal of the company is to create mechanisms that will offer support to collective bargaining in the industry and freedom of association (“H&M group | Goals and Ambitions”, 2020). It also wants to achieve proper care to its employees and products, educate, and inspire its customers on how to care for their garments for prolong use. It has the concept of Take Care that advises customers to care for their clothes using methods like repairing, refreshing, and remaking. 7 Strategy The new brand message for H&M is sustainability, whereby it aims at making sustainable changes in the fashion industry. Sustainable changes for this brand means moving from linear to the circular business model to ensure that its workers have fair treatment and payment and subjecting them to little harm. The company is also involved in environmental sustainability through strategies like material recycling, recycling old garments, and using sustainable materials (Hendriksz, 2020). It believes that recycling is one of the best ways of reducing the use of natural resources and the adverse effects of its business on the environment. The plan is to implement a program for recycling of garments, and the company will encourage people to trade in old unusable garments with new ones at an extra cost. A social media campaign targeting this would be an ideal method for the company to access as many people as possible. Tactic H&M utilizes different platforms to target different market segments (“Social Media Marketing of H&M (Hennes&Mauritz)”, 2020). It uses Facebook for updating its new designs and products and any marketing campaigns or events. It also has twitter for engaging with its customers and showcasing large-sized videos and images. YouTube is useful in creating deeper and long-term relationships with customers and fans. Instagram and Pinterest are useful platforms for sharing images and allow people to follow the brand, like posts, and save pins. To bring the plan into action, a social media campaign labeled as ‘bring and get’ will be launched to create awareness of the program. The campaign’s aim is to reach all people, including previous customers and persuade them into bringing in old garments for recycling, and thus keeping the environment clean and pollution free. 8 H&M Brand Value Social Responsibility In recent years, H&M has been on the frontline advocating for better and improved sustainable development. The nonprofit that H&M and would advocate for their cause is the Environmental Defense Fund (EDF). One of the world’s leading environmental organizations, EDF believes that that environmental stewardship and prosperity should go hand in hand. According to the EDF website, the non-profit has a noble mission of preserving all natural systems that all life forms depend on (“Our mission and values,” 2020). The organization identifies major environmental problems and attempts to come up with lasting and practical solutions guided by economics and science. Transparency The production facet of H&M is ethical. Since 2013, the company has committed to reduce the environmental impact of its production activities.
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