BUS 448c: International Strategic MNG Project 2: Corporation Research Makhina Mirzoeva Olga Yeremenko Natalya Amirova Rustem Ashyrov

Hennes&Mauritz family

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divisions

products

brand competitors

News $27,692,280

Guest-designer collaborations November 2004 Karl Lagerfeld Nov 2005 Nov 2006 Viktor&Rolf

Guest-designer collaborations March 2007 Madonna November 2007

Guest-designer collaborations 2009 Matthew WilliamsonNovember 2009

Guest-designer collaborations December 2009Fall 2010

Guest-designer collaborations June 2011 November 2011

Guest-designer collaborations October 2012 Anna Dello Russo June 2012

Guest-designer collaborations Summer 2013 Beyoncé “Mrs. Carter in H&M”

competitors in Malta

PESTELPESTEL Political factors  Malta – EU member  Direct contact with government  Foreign direct investment Economic factors  Trade tariffs  Exchange rates  Recession  Rising labor costs in Far East countries Social Factors  Multilingual workforce  Mediterranean culture and lifestyle  Regional preferences Technological factors  Online shopping  M-commerce Environmental factors  Energy efficiency  Waste reduction  Organic materials Legal factors  Swedish legislation International law  EU law  Code of conduct  Lobbying analysisanalysis

Market entry assessment  Barriers to entry – moderate Capital required to enter the Maltese market is relatively low The government’s support for foreign investors Brand loyalty  Franchising  Recruiting new management and employees locally

Target Market Most urban population 8 months - 35 years (more than 60% of population) Consumer confidence increased Consumer spending increased Minimum wage in a middle grouping of EU countries Women, men, babies/toddlers, kids, teens, college to graduate students

Sample Persona: Kate Attitudes: Fashionable and trendy Confident in outfit choices and expression of trends Very up to date Recognize shopping as a social pleasurable activity mobile phones & magazines Her friends’ opinions are very important for her Needs: Seeking quality, fashionable clothing at bargain prices Strong desires to constantly update wardrobe

Unique features Provide fashion for conscious customers Make a new standard in the fashion industry: Ethical H&M’s collections include everything for women, men, children and teenagers. Ways to promote: Fashion outlets Celebrities (David Beckham Bodywear) Target consumer’s close circle of friends and family

Interest in H&M Maltese spend a high percentage of their household income on clothing and footwear Maltese people interested in fashion Online shopping 63% ; clothing 36% Brand awareness

Suppliers Independent suppliers =close long­term partners of H&M 800 independent suppliers, primarily in Asia and Europe H&M demands all suppliers agree to observe the legal rights of their employees There is a Bulebel

ZARA, Bershka, Pull&Bear

YES, H&M should enter the market- Malta

presence