The H&M brand
A strong brand is an increasingly important competitive advantage. All H&M’s communication aims to build the brand both in the long and short term, as well as communicating our offer. Customers should know their way around and know what H&M stands for – fashion and quality at the best price.
There’s always something new happening at H&M – new products are arriving, stores are expanding and new campaigns are being launched. H&M should be inviting, exciting and constantly surprise our customers. This way of thinking has been a guiding principle throughout H&M’s history and has helped to build today’s strong brand.
Icon and designer collaborations complement our campaigns
Every year H&M launches a number of major campaigns, which are complemented by smaller campaigns. This increases the interest around the new collections of the season. The campaigns act as exciting, recurring invitations to H&M. Since 2004, H&M has also collaborated with several international designers and fashion icons. Designer collaborations boost our brand as a fashion house and make our business concept clearer to customers.
H&M inspires everywhere
H&M places high demands on all communication, which must always be of the highest quality. H&M uses all channels in its communication.
H&M Magazine gives a good picture of how we view fashion. The magazine offers readers a mix of fashion, inspiration and the latest lifestyle trends. It is published four times a year and is also available on our website.
H&M has its own Facebook page through which we communicate with the people who choose to follow us there, and we send out “tweets” on Twitter. H&M also has its own page on YouTube where we upload Fashion TV and other inspirational films.
H&M keeps in close contact with the media, both to showcase our fashion and to provide/ information about H&M. We also communicate regularly with the business press and financial markets.
Financial information
H&M shares are among NASDAQ OMX Nordic’s most traded shares. In terms of market value, H&M was the largest company on the Stockholm Stock Exchange at the end of FY 2008, with around 183,000 shareholders. The offer in H&M’s financial communication follows the same pattern as our other communication. Through providing accurate and relevant information at, for example, press and telephone conferences, journalists and analysts get the information they need to do their job, while H&M’s brand is strengthened.
The website strengthens our brand
The website communicates our business concept, is primarily aimed at our customers and acts as an invitation to customers to visit our stores and shop online or by catalogue. But it is also aimed at the public, media, jobseekers, financial markets and shareholders.
The latest information on campaigns, collections and finance, as well as the opportunities for catalogue and online shopping on selected markets is always available on our website.