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Compact case
Case
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Reference no. 319-0264-1
Authors: M Vasudha
Published by: Amity Research Centers
Published in: 2019

Abstract

As part of its turnaround in 2019, H&M was undertaking initiatives to target Gen Z shoppers. These younger consumers were concerned with social and environmental causes and believed that companies had a responsibility to address these issues. H&M was responding to this trend by making moves of its own to attract the attention of the teenage shoppers. It opened a new concept store with an aesthetic design to capture the attention of Gen Z shoppers and launched collections which would also target their imagination. H&M also made use of social media such as the Instagram to reach out to Gen Z shoppers through popular influencers such as Sincerely Jules. H&M, eventhough a late entrant to e-Commerce, started making investments online. Will these moves help H&M remain a top apparel choice for teens?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
Americas
Country:
United States

Featured company

H&M
Employees:
10000+
Turnover:
USD 25.19 billion (2016)
Type:
Public company
Industry:
Fast fashion clothing retailer

About

Abstract

As part of its turnaround in 2019, H&M was undertaking initiatives to target Gen Z shoppers. These younger consumers were concerned with social and environmental causes and believed that companies had a responsibility to address these issues. H&M was responding to this trend by making moves of its own to attract the attention of the teenage shoppers. It opened a new concept store with an aesthetic design to capture the attention of Gen Z shoppers and launched collections which would also target their imagination. H&M also made use of social media such as the Instagram to reach out to Gen Z shoppers through popular influencers such as Sincerely Jules. H&M, eventhough a late entrant to e-Commerce, started making investments online. Will these moves help H&M remain a top apparel choice for teens?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
Americas
Country:
United States

Featured company

H&M
Employees:
10000+
Turnover:
USD 25.19 billion (2016)
Type:
Public company
Industry:
Fast fashion clothing retailer

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