Hennes & Mauritz in 2005: Managing Global Expansion

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : BSTA133 For delivery in electronic format: Rs. 300;
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Case Length : 16 Pages
Period : 1980-2005
Organization : Hennes & Mauritz
Pub Date : 2005
Teaching Note : Not Available
Countries : Europe, US
Industry : Fashion


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?


  Page No.
Introduction 1
Background Note 1
Business Model 3
H&M and Competition 6
Globalization 6
H&M in the US 8
Looking Ahead 10
Exhibits 11


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

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