COMPANY PROFILE -Hennes & Mauritz (H&M)
Business Sector :Fashion retail, Clothing and accessories
Operating Geography :Sweden, Europe, Global
About Hennes & Mauritz (H&M) :
Hennes and Mauritz, better known as H&M is a multinational company which was started in 1947 in Swedish city Vasteras. It serves as a fast- fashion house for men, women and children. It has been in operations for past 70 years and ever since it has grown tremendously. It is the second largest global clothing retailer and has expanded its market across the globe and is a very popular name for quality clothing. It provides a wide range of selection to the consumers. H&M’s business strategy is to offer fashion and quality at the best price in a sustainable way. Another important aspect of H&M’s growth strategy is to develop new brands to meet requirements of new customers. In autumn 2019, the company is looking forward to launch “& Other Stories” in China on Tmall shopping platform, and also on India’s largest ecommerce platform Myntra and in China “& Other Stories” will open on Tmall. The H&M Group includes eight brands viz., H&M, COS, WEEKDAY, MONKL, H&M HOME, & Other Stories, ARKET and AFOUND, together these brands offer men, women, and even babies a board variety of products ranging from fashion, beauty, accessories, and homewares. In 2019 H&M climbed to 2nd place in Retail Week Indicator, up from the 18th place in 2018
The Unique Selling Proposition or USP of H&M lie’s in being the second largest global clothing retailer, just after Inditex. Besides thousands of offline stores in across 72 countries the company also has a strong online presence with online shopping available in 48 markets, as of 2019.
Hennes and Mauritz’s (H&M’s) vision is to “use its size and scale to lead the change towards a circular and renewable fashion industry, all while being a fair and equal company”. H&M's mission is to “offer their customers fashion and quality at the best price.”
Hennes & Mauritz (H&M) Revenue :
SEK 210,400 million - FY ending 30 November 2018 (y-o-y growth of 5%)
SEK 200,004 million - FY ending 30 November 2017 (y-o-y growth of 4%)
SEK 222,865million (including VAT) (FY ending 30 November 2016)
Ownership / Major shareholders :
As of April 2018, the major shareholders of the company are as follows –
1. Stefan Persson & Family (44.5%)
2. Lottie Tham & Family (5.4%)
Competitive Analysis of Hennes & Mauritz (H&M)
The clothing retail industry is one of the most progressive industries, it has swiftly changed and observed immense growth over the past few years. Headway in technology has played a vital role in the growth of the industry, most of the retail transmutation is due to online and e-commerce platforms. Hence the progression witnessed by the industry has been a boon to the H&M group too. The world's second-largest clothing retailer enjoys all the benefits of the industry and outstands the market by offering fashion and quality at affordable prices. The SWOT report confers all the pertinent internal strategic factors of H&M that contribute to the trajectory growth of the company. The SWOT Analysis of H&M Company manifests the company's current major strengths and opportunities from its external environment that can be consolidated to further strengthen the company. The report also bestows intelligence on H&M's internal weaknesses and external threats that can cripple its growth.
H&M's is one of the largest clothing retailers due to its excellent internal strengths. The backbone of the company is having a broad array of products ranging from fashion, clothing, accessories to housewares under multiple uniquely classified brands. H&M's brands are solely recognized by targeted customers and the company accomplishes to offer almost everything for all. Additional internal factors like strong and diversified global presence, multiple retail channels (stores and online), designer and quality clothing at affordable prices, robust financial performance, speedy delivery of products, multiple business models to provide flexibility etc., commit to the strengthening of the company.
H&M confronts stress from internal weaknesses like dependency on suppliers, overstocking of products, high maintenance cost etc.,
H&M is focused on strengthening its online presence with the use of e-commerce platforms and is expected to further expand its online stores in China’s Tmall and India’s Myntra. By second half of 2019 Thailand, Indonesia and Egypt are expected to become new H&M online markets via franchise. This is a huge opportunity for revenue growth and profits of the company. Another big opportunity lies in expanding its local stores in various regions like Asia and Latin America.
The apparel industry is highly competitive in both the online and offline sectors. Therefore H&M faces stringent threats from luxury brands, local retailers and new e-commerce entrants. The company also encounters threats from external factors like increasing labor cost, economic downturns lowering the demand for apparel, fluctuating fashion trends, counterfeit brands and products affecting H&M reputation.
The SWOT Analysis of Hennes & Mauritz (H&M) is presented below in a SWOT Matrix followed by detailed analysis:
Strengths | Weaknesses |
1. Global presence with strong brand value
2. High customer satisfaction
3. Continuously stable financials
4. Affordability and value for price
| 1. Easy to replicate design
2. Massive increase in unsold inventory
3. Slow response to changing consumer trends
4. Failing mall strategy in United States
5. Backlash over insensitive promotions
|
Opportunities | Threats |
1. Increasing popularity of online stores
2. Global market presence
3. Increasing purchasing power of consumer
| 1. Changing global dynamics
2. Threats from competitors and local artisans
3. Continuous need for innovation in line with latest trends
|
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Detailed SWOT Analysis of Hennes & Mauritz (H&M)
Strength
This section is available only in the 'Complete Report' on purchase.
Weakness
1. Easy to replicate designs: H&M can be in competition with other brands as they can easily replicate designs and styles and market them at still lower prices. It is not difficult to create replicas in the fashion industry and thus, it becomes utmost important for the company to keep a close eye on their competitors. They have to be wary of replicas and fake labels that can eat their market very easily.
2. Massive increase in unsold inventory: With the fast changing world of fashion retailing, customers are increasingly moving online and physical stores need to keep inventories in check. H&M has been facing the major problem on increasing unsold inventory over the last two years with the company reporting a massive $4.3 billion of unsold stock as of end FY17. This was an increase of 7% over FY16. Analysts and industry experts blame H&M’s poor inventory management and bland product offerings for the same.
3. Slow response to changing consumer trends: With the change in styles and designs, the products need to continuously move to bring in fresh stock. This could cause tremendous pressure and operations along with need a very efficient supply chain. With a slower supply chain, H&M has not been quick to respond to rapid shifts in fashion and consumer tastes resulting in more markdowns and promotions and low-inspiration collections. H&M’s heavy reliance on its Asian suppliers has resulted in it having its supply chain lead-time 100% longer than of its rival Inditex. While the Asian supplier model has resulted in cost advantage, it has led to lower trend sensibility and higher lead times.H&M needs to adjust as per the market requirements before formulating its strategy ahead.
The remaining section under "Weakness" is available only in the 'Complete Report' on purchase.
Opportunity
This section is available only in the 'Complete Report' on purchase.
Threat
This section is available only in the 'Complete Report' on purchase.
The Apparel industry and the retail industry are amongst the fastest growing industries. These industries have observed enormous growth over a few years due to various factors like headway in technology, improvements in the economy, high standards of living, ease in shopping due to E-commerce platforms, high demand of good quality fashion products etc. Therefore, the PESTLE analysis is utilized to manifests a discussion on the other external influencers particularly political, economic, social, technological, legal and environmental, their consequence on the apparel and retail industry and extensively on the H&M group.
The PESTLE / STEEPL / PEST analysis report is a structure to explore the outgrowth of external factors on the macro environment that influences the business of the H&M Company. The PESTLE analysis is a useful technique to study the impact of influencers on H&M’s business model and business case study.
The political and legal factors that influence the apparel and retail industry are geopolitical instability, Brexit, terrorism etc., and for a company that is operating in more than 66 countries globally and having across 44 online markets worldwide summons a lot of political and legal influence. In early 2018, H&M was under a massive political controversy of racism and hurting sentiments of Africans, for which the company later apologized. However this controversy led to celebrities boycotting the partnership with the company and the stores in Africa being looted by localities.
H&M products are widely accepted due to its affordable pricing and good quality. Whilst this is one of the strengths of the company it can be reversed under influence of economic factors like increasing labor cost, rising maintenance cost, fluctuating currency rate, inflation rates, interest rates, and taxes.
It is very crucial for the H&M group to stay updated with the latest technology and embrace the same in order to meet the constantly changing demand of customers. The company must stay updated with innovative machines to produce trending fashion products. It must be well-equipped with media technology and the internet to create popularity amongst its patrons.
H&M is a socially responsible brand and it shoulders this responsibility through its NGO -The H&M foundation that is collaborated with prominent organizations with a vision to 'improve lives by creating a better tomorrow'. The chief focus areas of this foundation are Education, Water, Equality, and Planet.
The Fashion industry is one of the most polluting industries in the world and H&M operating in this industry shoulders a huge responsibility towards providing sustainable fashion and creating minimum impact on the environment. The company strictly demands the suppliers to abide by all social and environmental regulations while supplying the materials to H&M. To reduce the fashion industry's environmental footprint, H&M was the flagship brand to propel the initiative of recycling clothes, with garment-collecting boxes in all its stores around the world. In 2019, 57% of all fabric that H&M Group used to manufacture its merchandises were made up of recycled or other sustainably sourced fibers.
The PESTLE/ STEEPL / PEST Analysis of Hennes & Mauritz (H&M) is presented in a nutshell below followed by detailed analysis:
Political | Economical |
1. De-globalization surge across the globe
2. Economic instability due to trade restrictions in North America
3. Changing leaders in USA, Europe, Asia
| 1. Changed tax systems in Asian markets
2. Changing economies of scale
3. Changing labor laws
4. Increasing disposable income in emerging markets
|
Social | Technological |
1. Changing choices of customer
2. Social Media emerging as a storefront for fashion retailers
| 1. Innovative technologies such as data analytics and AI to improve efficiency
2. Increasing importance of online channels
|
Legal | Environmental |
1. Stricter norms and regulations for foreign companies in some countries | 1. Demand for eco-friendly products
2. Climatic conditions influencing apparel choices
|
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Detailed Pestle Analysis of Hennes & Mauritz (H&M)
Political
This section is available only in the 'Complete Report' on purchase.
Economic
1. Changed tax systems in Asian markets: With the introduction of new tax systems in countries like India (GST), the market could become a little unstable for international companies as there will be shift in tax regime. Also, there is an overall a shift in the geo-political dynamics across the world. Value added tax or VAT is going to be introduced in the UAE and Kingdom of Saudi Arabia in 2018. Namibia and Serbia are working on improvements in digital technology and trying to convert their economy into a digital one. China is not far behind when changes are considered and is working not only on converting its tax procedure into digital but is also working on changing the culture of tax authority and way it interacts with the taxpayers.
2. Changing economies of scale: The economies of scale are also shifting back from once developing counties to other regions. The cost of labour, production, operations along with marketing and sales pose several challenges to the company. Many services which were earlier highly tradable due to exclusivity are now becoming obsolete. Also, economies are becoming much more volatile in the present scenario. There is a worldwide movement against sweatshops and thus, a lot of dynamics have changed in the current world system.
The remaining section under "Economic" is available only in the 'Complete Report' on purchase.
Social
This section is available only in the 'Complete Report' on purchase.
Technological
This section is available only in the 'Complete Report' on purchase.
Legal
1. Stricter norms and regulation for foreign companies in some countries: With changing geo-political scenario in terms of immigration and emigration, H&M has to pay utmost attention to the underlying dynamics. Also, it has to check the favourable markets to sustain its business and profits. It should thoroughly access and weigh its options before taking a decision. It should make informed decision rather than uncalculated risks. H&M has to also take care about the change in various laws that happen across the countries with changing the political and social system. It should consider the various FDI rules and regulation that are specific to location and geography. Also, it should abide by local laws and regulation pertaining to various aspects. They should also maintain an ethical and healthy work place environment and abide by international laws and guidelines that are to be followed by all companies. Labour laws and labour unions should be dealt carefully. It should always seek legal advice before venturing into any unknown territory. It should follow ILO guidelines and take into consideration interest of its stakeholders before any crucial decision is implemented.
Environmental
This section is available only in the 'Complete Report' on purchase.
Major Brands :
- H&M
- COS
- Weekday
- Cheap Monday
- Monki
- H&M HOME
- ARKET
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WHY BUY THIS REPORT?
TABLE OF CONTENTS
DELIVERY AND FORMAT
WHY CHOOSE US?
• The SWOT and PESTEL analysis report of H&M Group presents the complex internal and external factors affecting the H&M’s brand, its operations, business model, market strategy and growth trajectory.
• The SWOT analysis assesses the strengths and opportunities that H&M group holds and how it strategizes itself to overcome its weaknesses and threats in its operating macro environment.
• The report confers intelligence on the external analysis, comprising the opportunities - low hanging fruits which can be harvested to achieve further growth and expansion and some pertinent threats that threaten to hinder growth of the company.
• The Report covers compelling initiatives that were taken by H&M, to stay ahead of its competitors and adversaries and attain a competitive edge in the industry.
• The PESTLE analysis of the Fashion retail and Clothing Industry helps to distinguish the factors that compel and restrain the retail market.
• The PESTLE/ PESTEL/ STEEPL Analysis for in-depth analysis of all external factors specifically, political, economic, social, technological, legal and environmental, highlighting their consequence on H&M's business model, marketing and growth strategy.
• Abstract information on H&M's business diversification, deriving its key business segments and highlighting its major competitors.
• A concise review of H&M’s founders, its corporate headquarters, owners & stakeholders, and revenue jumps. This is followed by a comprehensive company analysis to obtain perspicacity into company information, company profile, business model, business plans and marketing strategy.
• Analysis of H&M's share price, mergers and acquisitions, strategic partnerships and alliances, that the H&M Group endorsed, and the business aims or synergies that were achieved with them.
• Interpretation of H&M’s USP or unique selling proposition, mission statement, and vision statement. With a peek into the H&M's key performance indicators, core values, success factors, value proposition, and core competencies.
• Discussion on H&M's business model, extending to the analysis of key business segments and business case study.



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References used in Hennes & Mauritz (H&M) SWOT & PESTLE Analysis Report
1. H& M group Annual Report 2018 - https://about.hm.com/content/dam/hmgroup/groupsite/documents/masterlanguage/Annual%20Report/Annual%20Report%202018.pdf
2. H& M group Annual Report 2017 - https://about.hm.com/content/dam/hmgroup/groupsite/documents/en/cision/2018/01/2110334_en.pdf
3. H& M group | History - https://about.hm.com/en/about-us/history.html
4. H& M group - Five year summary: https://about.hm.com/en/investors/five-year-summary.html
The detailed complete set of references are available on request in the 'Complete report' on purchase.
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