Market Entry Strategies Case Study

H&M: The Swedish Fashion Discounter in USA

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Abstract:
Hennes & Mauritz (H&M), the Swedish fashion retailer, had been popular in Europe as the 'fast food of fashion' for its standard offering of latest fashions at low prices. With about 1,000 stores in 20 countries across Europe, the company made an ambitious venture outside Europe in 2000 by entering the US market. But after an encouraging start, the company failed to live up to expectations as well as its claims in terms of growth and profits.

Pedagogical Objectives:

• To discuss the issues that limited H&M's growth, and the new strategies it undertook to address those issues.

Keywords : Hennes & Mauritz (H&M); Fashion retailer; European fashion retailing; Fast food of fashion; Swedish fashion discounter; New design turnaround time; Market Entry Strategies Case Study; Effective retail globalisation; Expansion strategy; Competitive differentiation; Entry into new markets; US retailing; Card check process; Low price image; Cost control; Turnover development

Contents : 
Introduction
H&M: The Purveyor Of Cheap Chic
H&M In Us
H&M: Sales Per Geographic Area
Comparison Of Select H&M Markets
H&M B Stock Performance