From idea to store
H&M creates and plans its collections centrally.
In this work it is incredibly important to understand what customers want – from the idea, through the creation of a new product to the customer buying it. H&M’s designers, pattern makers and buyers agree on the trends that will inspire H&M’s fashion in the coming season and try to find a good balance between modern basics, current fashions and high fashion. H&M outsources the production of the items to independent suppliers, mainly in Asia and Europe. Getting everything to work places great demands on planning and organisation.
Millions of items are involved and these are sent out to the stores via a number of distribution centres. Getting the right item to the right store at the right time is the key to H&M customers always finding something new and exciting.