Chp.5 Developing a Global Vision

H&M no doubt is globalizing themselves all around the world. H&M now has 250 stores worldwide and owns 1,522 stores in 28 countries. Five years ago H&M owned 945 stores in 18 countries. H&M is increasing its numbers of stores every year and are becoming more international by entering several new markets, such as Greece, Slovakia, Hong Kong, and Shanghai. H&M has a global marketing approach. The approach offers standardized products in the fashion and clothing market in different countries. H&M does this by using similar marketing mix and global advertising and communication. As mentioned in the chapter, global standardization is also used at H&M. The stores are standardized by keeping the same atmosphere throughout the store, although the size may vary. H&M makes sure to keep producing new markets each year to increase it's presence in the whole world. Every H&M stores launch all new products the same time, especially new campaigns in the company worldwide. A great example would be with the well known designer Lanvin. He launched his new affordable collection through H&M last year. The launch was a major turnout in New York, in fact worldwide!

Chp.5 Developing a Global Vision