2. P RO D U C T: P L U S - S I Z E L I N E
BRAND: H&M
(HENNES AND MAURITZ)
Description: Affordable, stylish, sophisticated fashion in
extended sizes made easily accessible.
Key Benefits:
High-Street Fashion (runway trends adapted for the
streets)
“Cheap Chic”
Easy Access, in stores year-round
3. COMPANY PROFILE:
H&M
H&M lives by its business concept:
“Fashion and quality at the best price.”
“One of the first to challenge the retail clothing sector by
delivering fast fashion at low prices.”
Offers different concepts for men, women, teenagers and
children, and includes everything from modern basics to high
fashion.
4. H&M:
Combines “cool, organized efficiency” with high
fashion vibes.
“They have combined good basics with hot-off-
the-catwalk designs which keep people talking- all at
low prices."
5. SECTOR OVERVIEW
"To be successful in the world of high-street
fashion, you need to be efficient. The key for the mass-
market, low-priced clothing labels is to have the season's
'must-have' in a store faster and cheaper than anyone
else.” –Innovation Leaders
H&M has mastered this concept.
6. MARKET:
Ladies Fashion:
60% of women fall into the basic size category
15 % are considered petite
Meanwhile, you still have the 25% who are plus-
size…
7. STRENGTHS
Brand Awareness
Brand Loyalty
Size and Growth
Affordable chic for a greater audience.
• H&M caters to both men and women of every
age, adding extended sizes only makes sense.
8. WEAKNESSES
Zero E-commerce.
Buys in large volumes, which cannot all be expected to sell
• This means sale items are slashing the cost of
already low-priced items.
Wide range of customers
• This means lack of a target audience to focus
efforts on.
9. COMPETITORS
Popular chains that also provide extended sizes for plus-size
ladies:
Old Navy, Forever 21, Major Dept. Stores
Ladies plus-size specific retailers
Lane Bryant, Torrid, Avenue
Online boutiques that offer similar style options for plus-size
women
10. THREATS AND CHALLENGES
H&M isn’t known to cater to these women.
Fashion Stereotypes:
• “Fat is not fashionable.”
• “Promoting obesity.”
11. OPPORTUNITIES
While stores like Forever 21 carry trendy pieces for plus-size
women, the styles can often be too “youthful” or even tacky.
Lane Bryant offers more sophisticated options, but designs tend to
get “frumpy, dowdy, and bland.”
These options are not resonating with all women.
12. OPPORTUNITIES
H&M has the ability to meet them halfway with its plus-size line.
Offering chic options at a place, not a website.
• Online shopping may provide convenience for
consumers, but…
Women will have the ability to go to a physical store.
• See the products in person
• Try the only on to assure proper fit
13. OPPORTUNITIES
Identifying need for plus-size fashion
Marketing Advantage in a Saturated Industry
Increase Brand Value and Awareness within a New Audience
Respond to Current Industry Trends
14. MARKET SEGMENTATION
Plus-Size Women
Ages 18-40
Thrifty, Stylish Middle Class
Interested in fashion trends, conscious about appearance
15. BENEFITS SOUGHT
Clothes that fit their body shape and make them feel beautiful
Ability to shop at a popular store with convenience.
Chic options
Affordable style
16. VALUES
Hedonic. Proper fit, desire for a specific fashionable look.
Personal
Economic
Aesthetic
17. PERCEPTION/LEARNING
H&M is a well-known and loved brand, but has alienated
women after a certain size.
High Involvement
• Consumers attach meaning to their clothes.
• Role of fashion and appearance in society.
18. MOTIVE
Purpose: to provide the female plus-size consumer with a
chic look available at all locations and at an affordable price.
19. HIERARCHY OF NEEDS:
Self-Actualization: High-fashion look.
Esteem: Sophisticated and stylish product line.
Belongingness & Love: Able to shop at a popular store regardless
of size.
Safety & Security: Feeling comfortable in clothing.
Physiological Needs: The clothing itself.
20. H&M’S NEW SIZES:
Interest: Self-Expression- provides & promotes self-esteem
Image of Brand: Chic and trendy affordable pieces.
• Now catering to a curvier audience
• Sold at H&M stores throughout the U.S.
• Fashionable Clothing
• Varied Assortment
• Trendy Colors/Feminine Cuts
