Abstract

H&M (Hennes & Mauritz), the Swedish apparel retailer, well-known for giving its customers fashion and quality at best prices, has established a solid reputation for moving a garment from design to hanger in just 21 days. Few European retailers have expanded so quickly and so successfully beyond their own borders as H&M has. The make-or-break market for H&M, though, is the US, in many ways the world's most important market. Despite a successful launch in New York, the American market has proved tougher than anticipated for H&M. What should H&M do to penetrate the US market?

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

H&M, Hennes & Mauritz, Fast fashion, Business model, Supply chain, Production, Competition, Price competitive, Outsourcing, International expansion, Marketing, Strategy