H&M的成功因素

Abstract

H&M是一個全球時尚品牌和設計師合作的先驅，由Erling Persso創立於瑞典成立於1947年，旗下包括有COS、Monki、Weekday、Cheap Money、H&M Homes幾個品牌。H&M以最好的價格提供時尚和品質，它也為整個家庭提供了多樣的產品線供搭配，其中包括女裝、男裝、青少年和兒童裝等等。目前，H&M已在全球各地40多個市場擁有2300家店。 「快速」、「平價」、「時尚」是H&M的理念也是策略，透過策略矩陣分析我們得出以下三種結果： 1. 從快速的角度分析： H&M擁有卓越的資訊管理系統ICT，讓產品從設計到上架最快僅需三星期。 2. 從平價的角度分析： H&M沒有自己的生產基地，產品均由勞工低廉的第三世界國家生產代工。 3. 從時尚的角度分析： H&M利用和明星、名設計師合作，提昇品牌知名度和與時尚劃上等號。 然後，結合H&M和ZARA兩家品牌最新年度財務報表的相關數據，策略面的比較輔以說明H&M在全世界時裝界的地位不容小覷。

Abstract H&M is a global fashion brand and pioneer of design collaborations with style icons which was founded in Sweden 1947 by the Erling Persso. It includes COS, Monki, Weekday, Cheap Money, H&M Homes and offers fashion and quality at the best price. It also offers a varied assortment for the entire family and concepts for ladies, men, teenagers and children. H&M currently have over 2300 stores in more than 40 market of the world. “Fast”, “Cheap”, “Fashion” are not only the major concepts but also the strategies of H&M. There will be divided into three analyzed result by strategy matrix analysis. By fast analysis, H&M owes outstanding information management system “ICT” which can transfer from designation to production in only three weeks. By cheap analysis, there will no own manufactured base and all products are produced by cheap labors in third world countries. By fashion analysis, H&M co-works with famous designer and stars to raise brand awareness and keep pace with stylish. Finally combining with the latest annual financial report of H&M and ZARA will make H&M an invincible position in the fashion world by strategy comparison.