H&M Multi-Channel Operations and Recommendations

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Review of H&M’s Multi Channel Operations * 2,600 Stores worldwide, in 47 markets being in Asia, Middle East, Northern Africa, Europe and North America. Also owning independent brands: COS, Weekday, Monki & Cheap Mondays -Main channel of distribution * Expansion strategy for H&M is to increase their number of stores by 10-15% per year. (H&M, 2012 A) * H&Ms offering of E-commerce to help complete their brand and strengthen their profile by increasing the service provided to customers making H&M more accessible through www.hm.com – unpretentious and easy to navigate – separate sections, catwalk footage, advice on trends, sections and so forth – diverse features like “dressing room”. - Only available in 8 countries out of it’s 47 -Hoping to expand its e-commerce by the end of 2012 to the US Modifications * Wider scope of literature * Critically analyse the literature with back up findings * Exemplifying pro’s and con’s of each offering and strategy instead of just describing * Proof reading / editing – silly typo’s and grammatical errors – carelessness e.g. stating billions instead of millions * Making sure references are reliable and further reading To Conclude… - H&M operate in 2 channels of distribution – Bricks and Mortar & E-commerce. -Main growth strategy is through physical stores (10-15%) – other businesses investing in other channels that are cheaper and more accessible like e-commerce and m-commerce. - Their e-commerce offering Is only available to 8 countries out of 47 countries where they have their physical stores, compared to its competitors like New Look who deliver to 120 countries; offering the same products and price range. -M-commerce – informative – can’t buy off it. M-Commerce M-Commerce “By 2013 more people will use a Mobile Device to get online than PC’s.

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