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Growth Strategies Case Study

Case Title:

Hennes & Mauritz (H&M): The Growth Strategies

Publication Year : 2004

Authors: Anindya Roy, Sumit Kumar Chaudhuri

Industry: Retailing


Case Code: GRS0041

Teaching Note: Not Available

Structured Assignment: Not Available

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From a single store selling womenswear in 1947 to over 900 stores in 2003, the Swedish fashion retailer H&M had come a long way. By then, the company with operations in 20 countries and a turnover of SKR57 billion had become the largest discount retailer in Europe, selling clothes for women, men, teenagers, and children, besides accessories for men and women, and cosmetics. It also started concept stores to serve its customer segments better.

Pedagogical Objectives:

  • To discuss the strategies adopted by H&M to become Europe's largest discount fashion retailer
  • To discuss the market entry strategies of the company for the US market.

Keywords :  New market entry strategy; Store location; Customer segmentation; Discount fashion retailer; US fashion retailing industry; Galne Gunnar stores; Growth Strategies Case Study; European fashion retailing industry; Concept stores; Departmental stores; Store size

Contents :  H&M: A Saga Of Growth
H&M’s Foray Into The Usmarket
Financial Highlights
Sales And No.Of Stores Permarket
Product Segments Ofh&M

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