comparative shop report (h&m in huddersfield ) university of huddersfield 2011

Comparative shop report(H&M in Huddersfield)

University of Huddersfield2011

AGENDA Company’s background Customer profile and products Place and promotion Store merchandising Cloth assortment and quality Design development Summary

COMPANY’s BACKGROUND Mission – fashion and quality at the best price Around 2300 stores spread across 41 market UK is the 4th biggest market

CUSTOMER PROFILE AND PRODUCTS Target group – women and men of all ages Assortment:

Apparel Accessories Cosmetics Home textile

Price range: Tops £3.99- £34.99 Knitwear £7.99- £24.99 Jeans £19.99- £29.99 Jackets up to £34.99/ Coats up to £59.99

Coats are the most expensive products in the store

PLACE AND PROMOTION Primary shop locations:

City centre Shopping centre

Promotion: Billboards/media store/windows catalog

STORE MERCHANDISING Store layout in sections:

Platinum zone – the newest clothes Silver zone – basic wear, older collection, sales Bronze zone – accessories

Windows and display There are two main windows representing outwear collection for

women and children Tidy and clean, non propping, aquarium window Well ironed clothes with clear price signs

STORE MERCHANDISING

CLOTH ASSORTMENT AND QUALITY Trends:

European style Quirky Unusual Indie

  Some styles kept for a long time, traditional H&M patterns

H&M have a product policy which they must meet in order to sell those products in store

DESIGN DEVELOPMENT 1920s 1940s 1950s- Hollywood glamour Faux fur The Tailored Blazer

SUMMARY

H&M always go for prime location and thebest price in order to be a leader in the fastfashion industry. Merchandising support,wide product range, latest fashion andquality control keeps UK as 4th the highestprofit generating market for the company.