The general mood of the social media strategy is based on wanting to address the need of the client by stating the manner that a certain product will improve their life. Also, there are a lot of videos in posts showing that there 3 is a move to create a connection with the consumer. Furthermore, H&M goes further and uses models in many of the products to emphasize the role of people in the brand. Overall, the company has an impressive social media presence, which counts as an asset. That is evident from their huge following and the manner they engage their clients. Moreover, the company embraces diversity since it uses models from different racial backgrounds in its social media campaign. In that way, H&M can stand out from its peers. Customer | Target Market H&M is targets consumers who see shopping as a fun activity that one should take pleasure in. Such a demographic are always interested in the latest fashion trends, and they also have a lot of income at their disposal. Additionally, H&M also targets lower and middle-class people, given that most of their products are pocket-friendly. In such an instance, the company attracts such clients by selling fashionable products at a low price. Customer Narrative /Story Norah’s (a senior student at college) sleep was interrupted by the 6 am alarm, which disturbed the early morning stillness. As fumbled for the bedsides switch and turned on the lights in her room, and then got out of bed for her daily workout routine. In 30 minutes, she was done with her workout, and then she took a 15-minutes rest before she hit the shower. By 7.30 am, she was ready to leave for her interview scheduled for 10 am. As she stood in front of the mirror, admiring herself in the fitted H&M black blazer, she imagined herself as the manager of the NGO, which had called her for the interview. She served herself a cold glass of milk – her favorite drink in the mornings – which she took as she verified whether she had packed everything into her H&M leather handbag. At 9.am, she was on a train headed to the city for her interview; earphones plugged into her ears as she 4 listened to her favorite classical songs. Upon arrival at the interview venue at 9.45 is, she realized that five other people had arrived ahead of her. She exchanged greetings with them and took her position in the queue. By 2.30 pm, she was done with the interview, and she decided to visit her usual restaurant, where she had favorite fries with fried chicken; they were told the results of the interview would be communicated at a later date. She stayed at the restaurant up to about 4.30 pm because of the free Wi-Fi. At 4.45 pm, she was on a train heading back to her apartment. After the long day, she decided to go to bed early, so she slipped into the comfortable smiley faces H&M pajamas, which her mother had gifted her on her last 23rd birthday. SWOT ANALYSIS Strengths • H& M has a strong global brand image. • Great localities for its stores. • Well-developed marketing skills. • Affordable but fashionable clothes. • Continuous stable financial position. Weaknesses • Slow response to changing consumer trends. • Failing mall strategy in U.S. • Huge inventory due to lack of control over production. • Insensitive promotions. • Low quality products. 5 Opportunities • Increasing popularity of online shopping. • Emerging markets in developing and emerging economies like china and India, Brazil. • Growing teen market. • Rising consumer purchasing ability. Threats • Changing consumer preferences and dynamics. • Increasing preferences for green production and reduced greenhouse gasses’ emissions.
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