Been to H&M ? It's the talk of the town, a must-go. If you drop by H&M, I bet you will still see long queues in front of it. It's definitely a hype created by a good blend of marketing : clever use of celebrity, attractive pricing, PR, and (outdoor) advertising. The whole buzz is created around Madonna where the attraction is that you can buy the clothes she wears at affordable prices. In fact the store has another selling point about its product management. I read an article about its concept of "fast fashion", i.e. each design is produced in small batch so that it goes fast and new designs can hit the store much faster. This concept adds to costs and it's not easy to manage but it's a remarkable benefit to consumers. An example of success with powerful marketing mix.
Been to H&M ? It's the talk of the town, a must-go. If you drop by H&M, I bet you will still see long queues in front of it. It's definitely a hype created by a good blend of marketing : clever use of celebrity, attractive pricing, PR, and (outdoor) advertising. The whole buzz is created around Madonna where the attraction is that you can buy the clothes she wears at affordable prices. In fact the store has another selling point about its product management. I read an article about its concept of "fast fashion", i.e. each design is produced in small batch so that it goes fast and new designs can hit the store much faster. This concept adds to costs and it's not easy to manage but it's a remarkable benefit to consumers. An example of success with powerful marketing mix.
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