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Retailer Profile

Philosophy and Product. To bring you fashion and quality at the best price." H

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Retailer Profile

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    1. Retailer Profile October 9th, 2010

    2. Philosophy and Product “ To bring you fashion and quality at the best price.” H&M offers on trend women’s, men’s, teen, and children’s apparel The company also has their own-brand of cosmetics, accessories and footwear H&M strives to be able to outfit its customers fro every occasion by offering and extensive product line, form everyday basics to the classics

    3. About H&M First store was opened in 1947 in Sweden H&M currently has 2,000 stores in 37 countries Germany is their largest market Online shopping is currently available in Sweden, Norway, Denmark, Finland, the Netherlands, Germany, Austria and the UK. There are currently 196 stores in the United States They opened their first store in the United States in 2000 in New York City First west coast store was opened in 2005 in San Francisco The company currently employ 76,000 people worldwide H&M has their own-brand of cosmetics, accessories and shoes

    4. H&M’s market H&M looks to locate its stores in metropolitan cities and trendy shopping centers Store sizes range, depending on the market, from a few hundred square meters to several thousand square meters Before opening a store H&M assesses market potential by looking at: “demographic structure, purchasing power, economic growth, infrastructure and political risk...”

    5. SWOT Strengths The H&M in Portland is the only one between Seattle and San Francisco Always on trend Affordable clothing with appeal to all customers Guest designers collaborate to produce exclusive lines for H&M Trendy Rapid delivery rates allows the company to keep up with the fashion industry Weaknesses Clothes aren’t always of the best quality Due to wide range of customers, it is to difficult to have specific target market that they aim for Limited locations Cannot purchase products online in the United States

    6. SWOT Opportunities Licensed with designers H&M’s brand new location in Portland, OR will be its only store in Oregon, increasing customers desire to shop there H&M continues to expand, opening new stores in several different countries By having quality apparel at a reasonable price, H&M competes with popular retailers, giving them the opportunity to increase sales Opening three total stores in the Portland area, gives the company a great chance at becoming the new favorite retailer for Oregonians Threats Forever 21 is expanding their product lines Being that H&M is such a new and unique concept, there are very few threats that come along with the company

    7. Sources www.hm.com

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