12 H&M Store Marketing Tricks (Stay tuned for when the Swedish giant arrives in Brazil)

In 1947, in the Swedish city of Westeros, Erling Persson opened a women’s clothing store and called it Hennes (translated from Swedish as “For her”). After 20 years he acquired a shop for hunters and fishermen called Mauritz Widforss. This is how the famous H&M, whose name means Hennes & Mauritz, appeared. Today, the clothing retail chain is the second largest in the world, second only to the Spanish Zara. Among his fans are ordinary people and celebrities. What is the secret to H&M’s fanatical popularity and why do you get the feeling you want to come back?

O awesome.club he has already spoken about Zara itself, about IKEA (also of Swedish origin) and about Uniqlo. It’s time to talk about H&M’s marketing secrets and why you don’t want to leave the store without buying anything when you go to one of their units. And at the end of the post, we’ll show you how you can save when shopping and find what you’re looking for in the store.

There are always mannequins at the entrance to the store. They wear the most expensive items from the new collections. Clothes on mannequins will always be of better quality than clothes on tables and hangers. This is the so-called hot zone, which helps the store sell goods faster.

They also serve as a kind of guide for the buyer. You don’t have to run around the store in search of your favorite dress or skirt. The clothes are right behind the mannequin. This is done so that some buyers find everything they need in the hot zone, and do not go deeper into the store, where they can find goods cheaper.

If you’re looking for cheap clothes, everyday basics or discount items, these items are located at the back of the store. And this is done for a reason. While you’re looking for the blouse or skirt you need, you’ll have time to browse the new collection, browse the favorite handbags or shoes section, and make a spontaneous purchase. If you don’t buy anything, you’ll surely notice an interesting piece and want to go back to the store again.

Another store strategy is not just to create a shopping place, but to give the customer a “true shopping experience”. Therefore, an interior architecture office is hired to plan H&M stores. They think of everything from design to lighting.

All interior details are thought out: from lamps to shelves and stairs. Everything is organized so that you feel as comfortable as possible in the store and want to come back.

Clothes positioned on the tables help the store sell merchandise faster. Therefore, the pieces that are on the benches are changed every two weeks. Even if you don’t need a shirt, pay attention. And the pieces have an attractive price — the values ​​are equivalent to 30 reais, on average. Customers usually take these pieces to the fitting room. This technique guarantees 80% success in sales. Clothes are necessary for you to notice the low price and make an impulse purchase: I saw it — I liked it — I wanted it — I bought it.

Unlike other mass market brands, H&M develops the design of its clothes and collections itself — in very rare cases, the company uses ready-made models. The exclusivity of the pieces is an advantage for the buyer. Every year, H&M holds a competition among young designers. The winner receives a prize of 25,000 euros for the development of his own collection and a six-month internship at the company. In 2019, young Priya Ahluwalia was the winner. The company adapts fashion trends for the mass market and develops its collections. The brand does not have its own production. Everything is made in the factories of the suppliers.

Products like rubber bands, socks and makeup items are always near the checkout? They are positioned there so that the customer makes an impulsive purchase and increases the amount paid at the end — the so-called average ticket. The store hopes that while you’re in line, you’ll consider purchasing these merchandise. After all, who can resist such fluffy and warm socks? And women are always in need of hair elastics because they get lost so easily. Everything is designed to induce the customer to buy more.

The main buyers of H&M clothes are young people and women under 35 years old. Therefore, advertising is aimed primarily at this audience. Generally, the company’s advertisements are focused on specific themes such as conscious consumption, concern for the environment and “body positive” (a movement to accept one’s own body). H&M advertising pieces always include plus size people, people with disabilities, celebrities and ordinary people as a way to make the brand connect with its consumer audience.

H&M does not remove scars, stretch marks and body hair from its models. This attitude helped to attract a new audience and build customer loyalty. Buyers like this placement. That way, ordinary girls don’t keep comparing themselves to “ideal” bodies and don’t feel imperfect. In this way, H&M retains an audience that shares its values. These are consumers who behave like true brand ambassadors.

The history of the company’s collaboration with famous designers began in 2004. The collection that Karl Lagerfeld developed for the brand sold out in 25 minutes. The company has collaborated with Versace, Balmain, Moschino, Roberto Cavalli and other fashion geniuses.

Collaboration piece between H&M and Balmain

Each collection in collaboration with a famous brand causes an uproar among customers, who wait in line since late at night. To avoid riots on these occasions, H&M creates restrictions and rules: you cannot stay in the changing rooms for more than 10 minutes and take lots of things to try on. These strategies allow the customer to buy clothes from famous designers. Of course, the pieces cost several times more than regular H&M products, but the quality is better.

The company collaborates with celebrities, not just for advertising and posters. She presents her clothes at the Met Gala in New York, and celebrities wearing H&M clothes shine annually on the red carpet and at social parties. Winona Ryder appeared at the Oscars in a black dress from the brand and Kate Middleton buys clothes for Prince George at H&M. In this way, the company sends a message to customers: “Our clothes are as good as luxury brands. You can look like your idol.”

Each season at Paris Fashion Week, H&M presents a new collection. This helps to understand consumer demands and refusals. New models appear once a season and are divided into several types. Each new piece has its own label: H&M Basic, Studio, LOGG, Divided, etc. They differ in quality, style, fabrics and target audience. One of the main ideas behind this division is: “fashion and design accessible to all”. The company produces more than 600 million units of goods per year.

The most popular label in Europe is H&M LOGG (Label of Graded Goods). This is the high quality casual clothing line: shirts, blouses, jeans and dresses. Usually these pieces rarely last long on the shelves. Under the H&M Premium Quality label, the company produces basic items made from natural fabrics. Its price is higher, but the quality is superior.

“Recycle your old clothes at H&M and get 15% off your next purchase”

The company’s strategy is to create fashion without harming the environment. In the manufacture of clothes, the company uses organic cotton, grown without the use of chemical products and insecticides. Clothes from the Conscious line are made from completely recycled or organic materials: a dress made from plastic from PET bottles, earrings made from jeans and blouses made from recycled polyester. Even light bulbs used in stores are energy efficient and environmentally friendly.

H&M believes that natural resources are not limitless; so it’s important to give old things a second life. In all checkouts there are urns to collect items that are sent for second hand or for recycling. All unsold items are also recycled or sent to charitable trusts.

A little secret for those who want to be the first to buy and see all the pieces in the new collections. First, new products appear in the online store, and after a few weeks they can be seen on shelves and on mannequins. In the online store, you can also find items that are already sold out in regular stores or pieces that you cannot find in your size in physical stores. The site is updated every Thursday at 8 am. Find out how to get free shipping in our bonus below.

Stores have a happy hour sale. The hours are usually from 5:00 pm to 6:00 pm. During this period, discounts can reach 15–20%. Look for detailed information on the store’s social networks.

Get a 15% discount by donating items for recycling. You can donate up to two packages at a time. Remembering that the store does not accept animal skin for recycling. For each package, you will receive a discount coupon that is valid for one year.

To get free shipping from the online store, just download the H&M app. You will receive a 10% discount on your first order and a virtual coupon in which bonuses accumulate. Bonuses can be exchanged for a discount.

The best time to go shopping is in the morning: everything is in place, the store is clean and there is a high chance that you will find what you need.

The months with the highest sales are June and November and the best days for shopping are Mondays and Thursdays. Currently, the network is expanding its market. We hope that the brand will soon start operating in Brazil.

Did you already know H&M? If you’ve already bought something from the Swedish giant, let us know in the comments.