1. CONSUMER BEHAVIOR
FINAL PROJECT
By Bethany Richard

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