Group Project Research & Proposal for H&M Flagship Store in Singapore Members names on Cover Part of Visual Merchandising & Studio Modules Year 2 of BA(Hons) Degree Fashion Media & Industries Course (Fashion Marketing and Management Specialism) LASALLE College of the Arts

1. HAMfor H&M!
Proposal for H&M’s 3rd Flagship Store!
Studio Group Biatensa H&M Proposal!
DE2609 Fashion Management Studio | Yvonne Chia, Ginette Chittick & Circe Henestrosa!
Katherina Er (11299)!
Venessa Chua (10552)!
Teo Jia En (12565)!
Yao Qiong, Bini (11621)!
FMT4A!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !

2. Content !
History!
History & Introduction of
H&M!
Concept!
Target Audience!
Unique Selling Point!
Market Positioning!
Visual Merchandising:!
Store Exterior!
Window Display!
Store Interior!
Overall Atmosphere!
Graphics!
Ancillary Designs!
Autumn Winter!
Autumn Winter Collection!
Primary Collection!
Secondary Collection!
5 Key Trends!
Outline of Central
Merchandise!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !
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3. History & Introduction!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !

4. H&M (Hennes & Mauritz AB) Background!
Västerås, Sweden (1947 as “Hennes”)!
A Swedish retail-clothing company, known for its fast-fashion clothing offerings for
women, men, teenagers, and children.!
First Asian store (also the company’s first franchise) in Dubai, United Arab Emirates, in
2006. !
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !

5. Concept!
Offer fast-fashion!
Quality!
Affordable price!
Economically, socially and environmentally sustainable!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !

6. Target Audience!
Women!
Men!
Teenagers !
Parents (Purchasing power)!
H&M communicates a range of lifestyles and attitudes. Each season they strive to
feature models with different looks, styles, and cultural backgrounds to appeal to the
wide range of target audience.!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !

7. Unique Selling Point!
More choice for consumers; keeps them curious and wanting more!
Exclusive collaboration!
Enjoyable!
Affordable !
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !

8. Market Positioning (Broad)!
Price! Low! High!
Quality: Low! Economy! Cowboy!
High! Bargain! Premium!
H&M!
Price!
Quality!
ZARA!
Mango!
Topshop!
Forever 21!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !

9. VM | Exterior & Logo Placement!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !
Fresh & Attractive! Prominent!

10. VM | Window Display!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !
Simple! White Stylized Mannequins!Campaign Posters! Vinyl Sale Stickers !

11. VM | In-store Level 1 Ladies – Sleek Professional!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !
Modern & Trendy! Grey & White Hues! Urban Office Ladies!

12. VM | In-store Level 1 Ladies – Modern Glamour!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !
Dressy ! Gold & White Glow! Sophisticated!

13. VM | In-store Level 2 Ladies - Trendy!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !
Vibrant! Splashes of trendy colours! Engaging!

14. VM | In-store Level 2 Ladies – Vibrant & Active!
•! "!
•! "!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !
Dynamic! Emphasis! Asymmetrical Balance!

15. VM | In-store Level 3 Men & Children!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !
Playground & Nursery Atmosphere!
Pastel Colours!
Organized!
Modern!
Lifestyle!

16. VM | Overall Presentation Style & Atmosphere!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !
Shopping Playground!Graffiti Style Graphics!

17. VM | In-store Signage!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !
Clear ! ! !Effective!Repetition ! !Emphasis!

18. Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !
Seasonal!Fashionable!
Ancillary Designs | Magazines & Online Presence!
Frequent Updates !Enticing!

19. Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !
Trendy !Simple !Attractive!
Ancillary Designs | Bags!
Designer ! !Elaborate!

20. Autumn Winter Trend Apparels Collections!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !

21. Primary Collection | Polished Attraction!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !

22. Secondary Collection | Luxurious Glamour!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !

23. Trend 1 | Sharply Tailored!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !
Simple !Classic !Fitted!

24. Trend 2 | Shakespeare in Love Embellishments!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !
Intricate ! !Decorated !Glamour!

25. Trend 3 | Luxe Velvet!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !
Luxe Fabric !Rich Colours !Tailored!

26. Trend 4 | Modern Military!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !
Simple !Fine Detailing ! Printed !!

27. Trend 5 | Belt Up!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !
Simple !Classic !Fitted!

28. Marketing Concept & Strategies!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !

29. H&M Barcelona Reference!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !

30. Inspiration!
Modern, simple & sleek. !
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !

31. Fonts!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !

32. Key Graphics!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !

33. Key Graphics!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !

34. Location | VivoCity!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !
Energy & Vitality!
Across Sentosa!
Dynamic Mix of
stores!
Popular with Tourists
& Locals!

35. Floor Layout Level 1!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !

36. In-store Display | Entrance!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !
Explosive Design!
LED Lights!
Vibrant Modernity!

37. In-store Display | Ladies!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !
Explosive Design!
LED Lights!
Vibrant Modernity!

38. In-store Display | Male!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !
Simple !
Vibrant Modernity!

39. Floor Layout Level 2!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !

40. In-store Display | Children!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !
Colourful Personality!
Attractive!
Repetition!

41. Window Display | Ladies!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !
Simple !Emphasis!

42. Window Display | Men!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !
Simple !Repetition! Emphasis!

43. Window Display | Children!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !
Colourful ! !Playful! Dynamic!

44. Ancillary Designs | Hang Tags & Bags!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !

45. AW Advertisement Campaign!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !
Simple !Classic!

46. Christmas Campaign Look!
Classy Attractive Party Look!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !

47. Christmas Advertisement Campaign!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !
Strong Attractive Looks!

48. Christmas Packaging & Window Display!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !
Party Glamour!

49. Promotion | Publicity Campaign!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !

50. Store Opening Promotion!
First 10 customers to
receive gift cards
worth S$250
each. !
Live Band (inspired
by D&G)!
$20 Vouchers, for
media and press.!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !

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Christmas Promotion!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !

52. New Retail Concept | Pop-Up Store!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !

53. New Retail Concept | Accessories Expansion!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !

54. New Retail Concept | Technology Soft Sell!
Soft Sell Approach!
Using IPAD as interactive
media!
Hard Sell Approach!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !

55. Thank you for your kind attention. #
We hope you enjoyed our #
HAMfor H&M!
presentation! (:!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !

56. References!
Book References!
Fashion Branding by Miquel Abellan!
Online References!
http://about.hm.com/!
http://www.hm.com/us/!
https://www.facebook.com/hm!
http://www.archdaily.com/10512/hm-store-in-barcelona-estudio-mariscal/!
http://en.wikipedia.org/wiki/H%26M!
https://www.facebook.com/pages/Tab-Adapt/105078662933100!
Image References!
http://www.style.com/!
http://www.archdaily.com/10512/hm-store-in-barcelona-estudio-mariscal/!
http://www.vogue.co.uk/fashion/trends!
http://www.vogue.co.uk/fashion/autumn-winter-2012!
http://www.fashionising.com/trends/b--fall-2012-fashion-trends-autumn-winter-2012-trends-13501.html!
http://www.guardian.co.uk/fashion/gallery/2012/feb/28/autumn-winter-trends-wear-now!
http://fashion.telegraph.co.uk/galleries/TMG9098470/London-Fashion-Week-trends-autumnwinter-2012.html!
http://www.telegraph.co.uk/sponsored/sponsored-features/9130742/Trend-Report-London-Fashion-Week-
AutumnWinter-2012.html!
http://www.ellecanada.com/fashion/trends/fall-winter-2012-trend-report/s/4034/!
Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !