SUBMITTED BY:

Abhishek Singh (18)

Harmeek Singh Anand (44)
INTRODUCTION
1947 H&M’s story begins when founder Erling Persson opens the first store in
Västerås, Sweden, selling women’s clothing. The store is called Hennes.

Figure 1: THE FIRST STORE

1964 The first store outside Sweden opens in Norway.
1968 The name is changed to Hennes & Mauritz when Erling Persson buys the
hunting and fishing store Mauritz Widforss in Stockholm, including a stock of
men’s clothing. This is the start of sales of men’s and children’s clothing.

The H&M group includes eight clearly defined brands – H&M, COS, Monki,
Weekday, & Other Stories, Cheap Monday, H&M Home and ARKET.

H&M’s business idea is to offer fashion and quality at the best price in a
sustainable way.. Present in 69 markets around the world, the brand offers
everything from the latest trends to lasting classics that can be worn season after
season. With collections for women, men, teenagers, children and babies, the
H&M product range also includes sportswear, underwear, cosmetics, accessories
and shoes. H&M aims to be always up-to-date, modern and relevant. A strong
digital presence together with stores create a proximity to customers around the
globe that is unique to H&M. Meeting with customers is a constant source of
inspiration, as is dialogue with H&M’s engaged followers. On social media, in the
H&M app and on hm.com – one of the most visited fashion sites in the world –
the brand’s broad customer offering is complemented with inspiration, videos
and tips: everything from eco-smart clothes care to yoga instructions, hairstyling
and travel.

Quality, Price and Fashion

“Offer fashion and quality at the best price” is H&M’s business concept. It insists
on enhancing the quality and design of the products to meet consumers’ needs.
H&M works closely with its suppliers to maintain product quality.
It has extensive tests and quality controls for the products. It does not accept the
products from suppliers until it makes sure that the products meet its quality
requirement. Meanwhile, H&M focuses on the safety of products. It made a lot of
things such as the following product policy to protect the safety of consumers.

H&M’s product policy:

 “H&M does not sell real fur.”
 Instead, it sells leather which comes from sheep, buffalo, cattle and pigs.
 The down and feathers have been antiseptic and washed in H&M’s
requirement.
 The materials of products must be safe.
 Clothes of Children must be handy and comfortable. H&M never sell the
stimulating clothes to children.
 All clothes must be made a mark with their original country.
 H&M requires qualifications from Forest Stewardship Council (FSC) for the
wooden products, which originally come from the tropical rainforest area.
OBJECTIVES OF THE STUDY-
Research objectives means the general descriptions describing the information
that the researcher wants to obtain from survey that is what he had learnt and
gained as an outcome. The outcome of the study could be anything i.e it can be
positive or negative based on the survey of the researcher . Through survey we can
gather information from the mass reading.
The objectives are mainly the summary details that we want to gather. The
various survey that we have gone to are as follows –
1. Brand Awareness - It is that to which a certain brand has its influence
over the consumers.
2. Brand Image – The impression of the brand with the consumers.
3. Consumer Perception – It means how different consumers think about
the brand i.e. their perception towards it.
4. Consumer Attitude – It is the feelings, belief and behavioral intention
towards the brand.
5. Buyer Behavior – It means a systematic buying approach towards a
product, they will buy it after gathering certain knowledge.
6. Product Satisfaction – It states that whether the consumer is satisfied
after buying the product.
7. Consumer Experience – It generally states whether their experience was
good or bad.
8. Comparison with the other brand.
9. Ratings towards the brand.

FIELD STUDY-

Places of visit

The field study was conducted in various H&M showrooms over Delhi and
NCR where the consumer views towards the brand was analysed. The H&M
 showrooms that we visited were- H&M , Cannaught Place, Select City Walk and
DLF Mall of India.
Regions covered

East Delhi – DLF Mall of India

South Delhi – Select City Walk
Central Delhi – Cannaught Place

Survey
The survey was basically done in the showroom among the customers who
visited the showroom. It was done by interviewing the customer and we provided
them a questionnaire . We asked them to put their respond on their basis of the
views towards the brand.
Types of Survey-
1. Questionnaire-

Here a question paper was provided to the customers with some MCQ’s than we
asked them to fill the questions according to their own views about the brand.
2. Interview-

We interviewed the customers about their experience and asked them for further
improvement or certain change in the product or as to what they think about the
brand they are buying .

QUESTIONNAIRE

1. What is your age?

2. What is your gender?
3. What do you do for a living?
4. Do you shop in H&M, if so how often?

5. If you do shop here, what do you tend to buy?

6. How reasonable priced to do you think it is?

7. Would you recommend H&M to friends?

8. How do you shop?

9. What product would you like to see H&M sell that they do not already?

10.How will you compare it with any other product?

11.How would you rate the quality?

ANALYSIS OF THE QUESTIONNAIRE-

We came to know that the customer that are visiting the brand is an average of 18
to 25 years.

The gender visiting is both male and female .

People prefer H&M since it is affordable and the collection range is wide.

People almost buy all the collections.

The prices they think is reasonable.
They recommend the product as they see quality and don’t regret buying it.
People prefer shopping offline since wide variety is found and they get to know
about the product material and quality.
People also want ethnic Indian wear some but not all.
They find Forever21,Westside a bit better because of the lower price as compared
to them.
The average ratings was found 3 to 4 stars.

INTERPRETATION-
From the survey that we conducted we came to know that H&M is doing every
possible thing to attract consumers be from the store design and the products
they deliver. It believes that the store is the most important medium to
communicate with customers and the right store design can attract more
consumers.
Consumers seek things which are affordable and with quality . Now a days people
learnt the difference between things of good and bad quality as the products we
get online varies . The prices are very reasonable but lack in quality. So as per our
interpretation and survey we came to know that H&M is trying to bring style in
affordable prices. They are maintaining a high selling business and also a good
status in economy. Employees at H&M usually change the products around the
display windows or other important areas. They want to emphasize the best and
newest products instead. As a result, H&M successfully communicates with
consumers and attract them well.

CONCLUSION
This research gives us an opportunity to know more about the company H&M,
know more about the Swedish brand and study how to build a strong brand and
develop it.
After analyzing the development of H&M, we know that:
In the process of developing the brand, H&M creates its brand awareness
through advertisement, stores, media and website. H&M offers new fashion, high
quality and reasonable price to satisfy consumers’ self-image and need. Through
corporate social responsibility strategy, it develops a good image about the
company. Besides, H&M keeps a close relationship with consumers, which helps
H&M developing its brand and brand loyalty all over the world.
When developing its brand and extending the market in India, H&M following its
main business concept “Offering fashion and quality at the best price”. H&M pays
attention to communicate with the consumers through store design, media,
display and website. It used the same Swedish management style to manage the
employees in India. At the same time, when more and more people know H&M, it
opens stores in different cities in India step by step.
Indian customers increasingly emphasize brand name, designer and entrenched
social and cultural values of a product or service.
At the same time, we still have some deficiency in the process of the research.
Like the interviews are not adequate, we should interview more people to get the
efficient information.

SUGGESTIONS-
India is composed of many different customer segments, each with dissimilar
characteristics. H&M is expanding the market to different cities in India step by
step.
In future, one could collect more diverse consumer samples to generalize the
results and, representing consumers’ behavior from different cities. This research
can provide information which products the consumers favor, when they do so,
why they choose to do so, and how they are influenced by media advertising,
sales promotion, store display and word of mouth.
H&M has markets all over the world. It is important to know the segment of
fashion lifestyle in each country. Our future research could focus on the segment
of fashion lifestyle and culture in different countries. Through subdivide this we
could know global consumers’ attitudes toward the brand of H&M and
theirpurchase intention for H&M.
SNAPSHOT TAKEN AT H&M-