H&M- The Journey from Being a pioneer to most Sustainable Apparel Brand
Hennis & Mauritz, popularly known as H&M is one of the most sustainable apparel brands globally. H&M has over 248 store markets and 266 online markets covering a range of brands like: H&M, Monki, Weekday, COS, & other stories, ARKET, Afound and H&M homes. H&M seems to be expanding from its initiation making it the second largest global retailer after Zara. What is it that makes it apart from other brands? Is it more sustainable? Is it more affordable? Let’s explore in this article.
H&M- The journey from being a pioneer to most sustainable apparel brand.
H&M as an apparel brand pioneered with affordable women’s fashion branded as Henner which means “hers” in Swedish, which later entered into men’s fashion by acquiring Mauritz- a hunter apparel and fish equipment retailer.
What makes H&M a global brand?
1. Sustainability initiatives
H&M has always been upfront about its sustainability initiatives. H&M has been actively using recycled products, promoting and implementing less plastic consumption as well reduced water consumption to make its products. All this makes H&M one of the most sustainable brands. H&M has been using circular raw materials ensuring less carbon footprint in the environment.
2. Innovation
It’s so refreshing to acknowledge the number of efforts brands like H&M are putting to innovate towards a greener planet. H&M has been innovating in circular products which has given it an edge over other brands. Its circular innovation lab helps startups to innovate and invest in products that promote circular models. Apart from that they are building reverse supply chains, to put the products back in use. Even launched a collection from Spinnova- a natural fiber made in Finland.
3. Promoting Intercultural Fashion
H&M have been one of those brands which has been selling different cultural fashion statement and always coming with high quality fashion at an affordable range.
4. Multichannel Marketing
When it comes to marketing, H&M has been very affluent with various marketing initiatives like doing celebrity endorsements, promoting through traditional channels, and even online marketing.
5. Product Placements
H&M is exclusively available in retail stores as well as online channel. H&M has exclusive stores by themselves and even online channels.
H&M is the second largest global retailer after ZARA. Undoubtedly, its quality fast fashion, cost leadership strategy, continuous innovation coupled with sustainability initiatives make it one among the well-known global apparel brands.