Stratégie globale de marketing de H&M

The aim of this International marketing survey is to present the international operations of a global brand and to confront them with our international marketing lessons. Our studied company is Hennes & Mauritz AB (H&M).
Before analysing all the international operations of this group, it seems to be interesting to make a brief presentation of this Swedish company. H&M was founded in 1947 in Västerås Sweden by Erling Personn. During the last fifty years, the company expanded and became a global brand famous all over the world. Nowadays, 68 000 employees are working in 1 500 H&M stores present in 28 countries. Moreover, H&M is one of the most durable company in the world.
Becoming a global brand involved an adaptation of the company's strategy and structure. What is the current position of H&M in the growing fashion and clothing market and what is the strategy enforced by the company to confront with this market? That's what we will see further. First, we will present a general overview of H&M, then we will develop the key points of the fashion clothing market, third we will analyse the main strategic evolution of the company and finally we will discuss the marketing mix of H&M.