By Chester Shih

H&M �  Hennes & Mauritz �  Was called Hennes, Swedish for "hers" �  established in 1947 by Erling Persson in Västerås �  Swedish retail-clothing company �  800 factories in Europe and Asia

Fashion and quality at the best price 

Fashion - Wears are designed by top/famous designer, catwalk Quality - Maintain the good quality even in competitive price Best Price - Reasonable price that people in the town can afford

Competition �  Forever 21 �  Zara �  The GAP

The Numbers � Sales: 127billion � Profit after tax around 18.7 billion USD � Employed around 87,000 people all over

the world.

Stores �  Opened its first U.S. store in New York City,

on Fifth Avenue in March 2000. �  Over 2,300 stores in 41 countries of 2011. �  Headquarter: Hennes & Mauritz AB and

located in Mäster Samuelsgatan Sweden.

The Product Line For Ladies: Tops Jersey Tops Pants Shorts Dresses Skirts Jacket/Coats Blazer/Vests Sportswear Lingrie/Sleepwear Socks/Tights Accessories Shoes Cosmetics

For Men: Tops/T-shirts Shirts Sweaters/Cardigans Suits/Blazers Pants Jeans Shorts Outerwear Underwear/Socks Shoes Accessories

Demographic � Young-minded �  Fashion conscious groups � Women, men, teenagers and children �  18~40 years old � Religion: all � Race: all

Marketing Strategy in US � Mobile marketing campaign � Celebrities � Charity events � Signature designers

Taiwan �  Populations: approximately 23,071,779 �  Climate: tropical; marine; rainy season during southwest

monsoon �  Religion: Mixture of Buddhist, Confucian, and Taoist

93%, Christian 4.5%, other 2.5% �  Languages: Mandarin Chinese (official), Taiwanese

(Min), Hakka dialects

Economy �  Exports, led by electronics and machinery,

generate about 70% of Taiwan's GDP growth �  Taiwan's diplomatic isolation, low birth rate, and

rapidly aging population are major long-term challenges.

�  Excluded from Free trade agreements

New Store Location

New consumers � Women, men, teenagers and children �  20~40 years old � High school and higher

Competitions

Market strategy/Advertising strategy

�  One –channel distribution �  Print Media: GQ, VOGUE, COOL, BANG!, VIVI, Men’s Uno. �  TV commercials �  Fashion shows �  Mobile Advertisement �  Fashion bloggers