H&M Company Analysis and Market Penetration

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H&M Company Background Introduction Hennes & Mauritz (H&M) was established in 1947 by Erling Persson in Vasteras, Sweden. His first store was a women’s clothing retailer and was callled Hennes, which is Swedish for “hers”. In 1968, Pressen bought a hunting-equipment store, Mauritz Widforss, located in Stockholm. An inventory of men’s clothing came with the store upon purchase and taking initiative Pressen expanded Hennes to also have a means wear department changing the name to Hennes & Mauritz, which since then has been abbreviated to H&M. Currently Presson’s son Stefan is the chief executive officer since of the company. (Bobbin, 2001) Since 1982, H&M has continued to expand steadily across the globe. Currently H&M has international store locations in 40 countries with over 2,200 stores (see Exhibit A and B). H&M now carries women’s, men’s, teenagers, children and infants lines as well as accessories, swimwear, cosmetics and lingerie. (Bobbin, 2001) (See Exhibit A for SWOT Analysis) H&M Objectives Currently H&M is focused on further development in several different areas of their company. International Expansion Firstly, H&M wishes to continue its international expansion during this year by entering for the first time into the South East Asian market. H&M wishes to have successfully opened a new store location in Singapore by the fall of 2012. (H&M, 2011) The store will be located in the Orchard Building which is in the business district of Singapore’s down town core. Singapore was the chosen market because of its highly dense population and fashion conscious consumers. Corporate Responsibility H&M wishes to continue to develop its corporate responsibility through continued charity work and through the production and manufacturing of products. H&M is a very social responsible company that is involved with many charities around the world

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