CONSUMER BEHAVIORFINAL PROJECT

By Bethany Richard

PRODUCT: PLUS-SIZE LINEBRAND: 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

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.

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."

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.

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…

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.

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.

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

THREATS AND CHALLENGES

H&M isn’t known to cater to these

women.

Fashion Stereotypes:• “Fat is not fashionable.”• “Promoting obesity.”

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.

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

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

MARKET SEGMENTATION

Plus-Size Women

Ages 18-40

Thrifty, Stylish Middle Class

Interested in fashion trends, conscious about

appearance

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

VALUES

Hedonic. Proper fit, desire for a specific

fashionable look.

Personal

Economic

Aesthetic

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.

MOTIVE

Purpose: to provide the female plus-size

consumer with a chic look available at all

locations and at an affordable price.

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.

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