1. Presentation by Elina Nilsson and Lena Ytterberg Advertising Management, January 24, 2011

2. About H&M Swedish retail-clothing company Established in 1947 Known as fast-fashion clothing Philosophy is ”To bring you fashion and quality at the best price.”

3. The world of H&M Expanded significantly the last years 38 different countries Almost 2 200 stores ◦ About 200 of those are located in USA ◦ First store in USA opened in New York on 5th Avenue, Manhattan in 2000

4. In which countires does H&M operate?

5. Icon and designer collaborations Design collaboration every year since 2004 International designers and fashion icons ◦ Madonna, Stella McCartney, Jimmy Choo, Kylie Minouge Famous and quality design at low prices

6. Celebrities and H&M

7. Why this kind of campaign? Boosts the brand as a fashion house Makes the business concept clearer to customers ◦ Trendsetter ◦ High-fashion ◦ Still affordable prices Hype and attention Brand equity

8. Relation to class The celebrity’s behavior may pose a risk to the company The celebrity may overshadow the product being endorsed The celebrity may be overexposed, reducing his or her credibility The target audience may not be receptive to celebrity endorsers

9. Referenses http://www.youtube.com/watch?v=owIW1CiVafU http://www.youtube.com/watch?v=L3n66E1Q3yQ&feature=related http://www.youtube.com/watch?v=mDST12FY8Bs&feature=fvw http://www.hm.com/us/abouthm/theworldofhm/northamerica/unite dstates__worldofhm_countrycode_us.nhtml http://www.hm.com/us/abouthm/theworldofhm/northamerica/unite dstates__worldofhm_countrycode_us.nhtml http://www.hm.com/us/abouthm/theworldofhm__worldofhm.nhtml http://www.hm.com/us/abouthm/factsabouthm/thehmbrand__thhm brand.nhtml http://www.hm.com/us/abouthm/factsabouthm/thehmbrand__thhm brand.nhtml http://en.wikipedia.org/wiki/H%26M http://londonoa.com/2008/10/12/hms-designer-collaborations-go- harajuku/ http://londonoa.com/2008/10/12/hms-designer-collaborations-go- harajuku/ Belch, G; Belch, M; Advertising and Promotion; New York: McGraw- Hill Companies; 2009

10. TACK SÅ MYCKET (Thank you so much)