ETHICS IN BUSINESS H&M “FASHION AND QUALITY AT THE BEST PRICE” BA 495 TRAVIS LINDSTROM ANDREA DAY DAMIEN KELLY TERAMAE KAEHUAEA

HISTORY 1947: The first store opens in Sweden selling women’s clothing. 1968: H&M buys a hunting and fishing equipment store. Sales of men’s and children’s clothing begin. 1977: Impulse stores, focused on teenagers, are launched. Sales of cosmetics begin. 1998: H&M online shopping begins. 2006: A major expansion of online and catalogue sales begins with the Netherlands as the first market outside the Nordic region. 2010: H&M becomes the world’s largest consumer of organic cotton 2013: The first H&M store in the southern hemisphere opens in Chile. H&M introduces online shopping in the US.

H&M Swedish store Designs and sells cheap yet chic clothing for men women and children Throughout most of the world Operates 3,000 stores 53 countries Employs approximately 104,000 employees worldwide

TARGET MARKET Females who consider themselves fashionable Between the ages of 17 and 26 Usually shop at four or more stores Want to update their current wardrobes They want to be unique, but stay current with the trends

ETHICS 21 Dead in H&M factory fire 2010 Organic Cotton Fraud PETA: Angora Fur Backlash Global Clothing Collecting Initiative Smarter Denim Production

SWOT (STRENGTH) Affordable Large target group High number of stores Numerous options in collections and styles Celebrity endorsements Strong social media presence

SWOT (WEAKNESS) Customer service Buying large quantities could lead to overstocking Brand awareness of individual apparel brands sold in stores Fit is not consistent due to variety of manufacturers and supplies

SWOT (OPPORTUNITY) Website management Promote sustainability practices Social Media Continue to associate with celebrities Team up with high fashion designers

SWOT (THREATS) Primary Competitors: Zara Forever 21 Topshop Urban outfitters Secondary competitors: Express Charlotte Rouse Negative impact on celebrity endorsements

REFERENCES factory html clothing-deny-it-is-policy.htmlhttp:// clothing-deny-it-is-policy.html