By: Liepa Linkutė

H&M campaign to promote sustainability initiatives

The Company

Campaign: Reduce, Reuse,

Recycle

Analysis of 6M’s Model for

communication planning

Identification

of problemsBackground

Recommen-dations &

ideas

Hennes & Mauritz (H&M) was founded in Swedenin 1947 and is quoted on NASDAQ OMX Stockholm.

The H&M Group includes brands Monki, COS,Weekday, Cheap Monday, & Other Stories as wellas H&M Home.

H&M’s shop online is available in 9 Europeanmarkets and the US. H&M business concept is tooffer fashion and quality at the best price.

H&M with more than SEK 150 billion in annualsales is the second fashion retailer by sales in theworld behind Zara – owner Inditex SA.

94,000 employees

all around the world

Measurement

Campaign: Reduce, Reuse,

Recycle

Analysis of 6M’s Model for

communication planning

MeasurementIdentificati

on of problems

Background

H&M focus on fashion forward clothes and good basic clothing with low prices. It establish a sense of differentiation by The core concept - “Value for money”.

CosmeticsUnderwearSportDenimKids

DividedMenLadies Accessories H&M home

Recommen-

dations & ideas

The H&M products

Campaign: Reduce, Reuse,

Recycle

Analysis of 6M’s Model for

communication planning

MeasurementIdentificati

on of problems

BackgroundRecommen-

dations & ideas

The campaign:H&M committed to reducing, reusing and recyclingwherever we can. Its vision of a better fashion future,nothing gets wasted.To achieve this vision, they need to inspire everyone who’sconnected to its business – from suppliers to customers –to be a part of the journey.

Great fashion should never go towaste!A program started in early spring encourages consumers to recycle their castoff garments by offering discounts on yet more clothing purchased at its stores. Consider it our equivalent to Fashion Week. It will be rolled out at all H&M stores by year-end and could attract shoppers as the chain struggles to increase revenue.

Rewear – clothing that can be worn again will be sold as second hand clothesReuse – old clothes and textiles will be turned into other products, such as cleaning clothsRecycle – everything else is turned into textile fibers, or other use such as insulation.

Campaign: Reduce, Reuse,

Recycle

Analysis of 6M’s Model for

communication planning

MeasurementIdentificati

on of problems

BackgroundRecommen-

dations & ideas

How it works?

Campaign: Reduce, Reuse,

Recycle

Analysis of 6M’s Model for

communication planning

MeasurementIdentificati

on of problems

BackgroundRecommen-

dations & ideas

The Market

Target Customers:

The young minded, fashionconscious group: hip stylesand designs create andever-changing collectionfor H&M, offering stylesfrom classic cuts tosignature “one time” trendpieces. Age 15-30.

The budget shoppers, age18-24 who have financialconstrains but still wantfashionable clothing.

Product Strategies

Mass production + small customization

After-marketing strategies•Track of customers data•Newaletters•Facebook page

Loyalty program•“My-H&M” on website•Gift-card

International

Campaign: Reduce, Reuse,

Recycle

Analysis of 6M’s Model for

communication planning

MeasurementIdentificati

on of problems

BackgroundRecommen-

dations & ideas

The MissionWe want to make the better choice easy and attractive. Piece by piece,

this reduces the impact that fashion has on the planet. We want to help lift innovations to scale and together with our customers and our industry create

a more sustainable fashion future.

Campaign: Reduce, Reuse,

Recycle

Analysis of 6M’s Model for

communication planning

MeasurementIdentificati

on of problems

BackgroundRecommen-

dations & ideas

The Massage

The Emotional approach

You really should supportH&M’s sustainability efforts, if you want save the planet for future generation. Start from your self - buy H&M!

The consumer can drop any old clothes from any brand and gets a £5 voucher. Yay! Buy more clothes at H&M!

Involves customers and colleagues

Campaign: Reduce, Reuse,

Recycle

Analysis of 6M’s Model for

communication planning

MeasurementIdentificati

on of problems

BackgroundRecommen-

dations & ideas

MediaTVo Advertising on best time

Printo Consumer magazine

o Print partnership

Directo Email

o Presenters-trainers in store how to recycle

Interactiveo Online ads

o Viral videoo Social networking sit.

Out of home mediao Billboard

Retail experienceo In store merchandizing

Guerrillao Buzz marketing

The bloggers get lovely pictures of the accompanying Conscious Collection of actual clothes – this time modelled by Amber Valletta. So sustainability gets a fresh new high street look and a face to put with the theory.

Campaign: Reduce, Reuse,

Recycle

Analysis of 6M’s Model for

communication planning

MeasurementIdentificati

on of problems

BackgroundRecommen-

dations & ideas

Money

H&M declined to reveal its mediaspend for the steamy spots butnoted that its marketing budget isaround 3.5 percent of group sales,excluding VAT.That means in its last fiscal year(2013), H&M would have spentabout $621.5 million on marketing.

Campaign: Reduce, Reuse,

Recycle

Analysis of 6M’s Model for

communication planning

MeasurementIdentificati

on of problems

BackgroundRecommen-

dations & ideas

Measurement

Profit after financial items increased to SEK22.6 billion. H&M’s customers brought in 3,047 tones ofused clothing for re-use and recycling in 2013. International Retailer of the 2014 - H&Mhas been included to the prestigious Dow JH&M ones Sustainability Index World for the third consecutive year. H&M has the most Google+ posts of any brand, with 740, compared to 571 for Google, 515 for Ferrari, and 460 for MTV in 2013. Collected 3,047 tones of garments. That’s the equivalent of about 15 million t-shirts. Used the equivalent of 9.5 million plastic bottles of recycled polyester. H&M shopping bags are made from recycled plastic.

Campaign: Reduce, Reuse,

Recycle

Analysis of 6M’s Model for

communication planning

MeasurementIdentificati

on of problems

BackgroundRecommen-

dations & ideas

Identification of problems Bolster the company’s image in the wake of factory safety incidents in Bangladesh,

where H&M produces garments in 2010. So this latest attempt at “greening” fashion serves not only to put H&M on the

sustainability bandwagon, but to clean up its image. This attempt at “greening” fashion serves not only to put H&M on the sustainability

bandwagon, but to clean up its image. This is a good idea, but like a lot of "environmentally conscious" fashion, efforts have hidden costs elsewhere.

It’s ironic that H&M is trying to combat the very sustainability problems it causes as a leading fast-fashion retailer. It’s almost impossible for fast-fashion and sustainability to exist under the same roof!

Clothing recycling is still not as advanced as the technology for recycling paper products. It’s difficult, if not impossible, to recycled blended fibers. In many cases, fibers lose strength and quality after the recycling process.

The cost of shipping fabrics to be recycled, along with an expensive chemical recycling process, result in fabrics that are 10 percent more expensive than “virgin” polyester fabrics.

How helpful is it to simply trade one bag of clothing for another?

Campaign: Reduce, Reuse,

Recycle

Analysis of 6M’s Model for

communication planning

MeasurementIdentificati

on of problems

BackgroundRecommen-

dations & ideas

Recommendations and ideas

One of the ways to rebuild reputation - is go green. It’s often the case that green initiatives go hand in hand with commercial objectives.

More over, H&M sustainability program involves customers and its employees to act for better planet. Discount cards for reduse-reuse-recycle voluntary participation increased loyalty to the brand and intention to purchase. But it’s not so green.

A strategic positioning and marketing tool that links acompany or brand to a relevant social cause or issue, formutual benefit.

H&M should use more Godzilla marketing to promote its

sustainability initiatives.

H&M should continuously

put efforts on sustainability and greening initiatives but

not as Piar, but must really

mean it.

The END

Reference list

• http://www.marketingweek.co.uk/sectors/retail/news/hm-launches-first-campaign-to-promote-sustainability-initiatives/4010096.article

• http://about.hm.com/en/About/sustainability/commitments/reduce-waste.html• http://rumoursrtrue.tumblr.com/• http://sustainability.hm.com/en/sustainability/commitments/reduce-reuse-

recycle/about.html• http://www.theguardian.com/sustainable-business/hm-partner-zone/gallery/highlights-hm-

conscious-actions-2013-report-pictures• http://www.xojane.com/clothes/hm-wants-you-to-recycle-your-clothes-but-the-greening-of-

fashion-isnt-all-good• http://www.businessweek.com/articles/2013-06-27/give-h-and-m-your-old-clothes-get-a-

discount• http://www.theguardian.com/sustainable-business/h-and-m-sustainability-report• https://www.worldretailawards.com/2014-winners-world-retail-

awards?utm_source=email&utm_medium=email&utm_content=CAM-0011068&utm_campaign=WRC14_DeleCom_EM9_WRA_Winners_1-10-2014&utm_ActionCode=&&

• http://www.statista.com/statistics/302380/brand-value-of-the-most-valuable-european-retail-brands/

• http://www.wwd.com/media-news/fashion-memopad/steam-heat-7095949