Erling Persson was the founder of H&M and opened the first store in 1946 in a town called Våsterås in Sweden. H&M has now grown a lot since then. They have now got 4.841 stores in 69 countries distributed around 8 different brands (Weekday, Arket, & another stories, Cheap Monday etc.)
Since 2015 it has been hard for H&M to peak, first of all, because of their competitors Zalando, Asos, Primark, and Zara but also because there have become more stores like H&M where they sell low price clothing. There have also been some cases where H&M was being criticized for being racist or using unfair labor force.
As the article says H&M need to focus more on their online stores because that’s where you can reach as many people as possible. H&M’s competitors have at great success on that part and are the leading websites online.
STP (Segmentation, Targeting, and positioning)
You can find an H&M in 69 different countries, so H&M have to cover a lot of different cultures and religions. So, therefore, an H&M in Russia is maybe not the same as in Asia because their needs or behaviors are different.
They try to reach as many people as possible and therefore they have such a big product range. To find the right product for the right person H&M has developed an app that will help them to find out which products people buy at different cities, so a store in Hellerup would be different to at store in Aarhus.
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