H&M is a major international fast fashion brand that offers affordable clothing. The document provides an overview of H&M's brand evolution since 1947, financial highlights, product offerings, mission and vision, case study on its continued success, strategies used including strengthening knowledge of fashion trends, and target customers which include families of all ages. The document also examines H&M's supply chain, locations worldwide, competitors such as Zara, and advertising approaches. Additionally, it covers Gwalia Sweets, an Indian confectionery brand, including products, mission, store locations, logistics, distribution system, and material handling equipment used.

1. RETAILMANAGEMENT&
TECHNOLOGY
ASSIGNMENT2
RESEARCHONNATIONALAND INTERNATIONALBRAND
SUBMITTEDTO:- SUBMITTEDBY:-
MR. BHARAT JAIN MEENAKSHIGUPTA
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2. CONTENTS
2
S no. Topic
1 H&M
2 BRAND EVOLUTION
3 ABOUT H&M
4 FINANCIAL HIGHLIGHTS
5 PRODUCTS OFFERING
6 MISSION & VISION STATEMENT
7 CASE STUDY
8 STRATEGIES INVOLVED
9 TARGET CUSTOMER
10 VISUAL MERCHANDISING
11 SUPPLY CHAIN OF H&M
12 SWOT
13 H&M LOCATIONS
S no. Topic
14 COMPETITORS
15 ADVERTISEMENT
16 GWALIA SWEETS
17 PRODUCT AVAILABLE
18 MISSION AND VISION STATEMENT
19 STORE LOCATION
20 LOGISTIC AND SUPPLY CHAIN
21 DISTRIBUTION SYSTEM
22 MATERIAL HANDLING EQUIPMENT
23 DELIVERY VEHICLE
24 CONCLUSION
25 REFERENCES

3. 3
H&M

4. A new fashion chain for women opens
in Sweden with a new and progressive
concept: frequently updated fashion at
affordable prices.
The ’M’ is added, and the product range
grows to cover fashion for men, babies,
kids and youth. Also, the first steps of a
worldwide expansion are taken
The European expansion continues and
H&M’s fashion becomes available
online for the first time. A successor
takes place as CEO
H&M goes both west and east, new
brands are added to the family, and Karl
Lagerfeld makes a surprising
announcement to the world of fashion
H&M opens the first stores in the
Southern hemisphere, old garments are
given a new life and & Other Stories is
launched.THE 40’S & 50’S
THE 60’S & 70’S
THE 80’S & 90'S
THE 00’S
2010 AND
ONWARDS
BRAND EVOLUTION

5. HAPPY STYLE 5
BRAND EVOLUTION

6. 1
H&M stands for Hennes & Mauritz
Multinational fast fashion company.
H&M is a clothing store who has markets in Asia,
Europe, Middle East & Northern Africa and North America
which consists of 2,600 stores.
2
The company works consists of five individual brands such as
H&M, COS, Monki, Weekday and Cheap Monkey. This insures
that the stores will have a variety of styles for all age groups.
3
H&M targets infants, young adults and also working and
retired individuals.
 Consumers can purchase the latest clothing items, shoes or
accessories for a low cost much cheaper than H&M’S
competitors.
ABOUTH&M

7. FINANCIALHIGHLIGHTS
• In the first quarter of 2017, i.e. during the period 1 December 2016 to 28 February 2017,
the H&M group’s sales including VAT amounted to SEK 54,369 m (50,624), an increase of 7
percent. Sales excluding VAT amounted to SEK 46,985 m (43,691), an increase of 8
percent.
• In local currencies, sales including VAT increased by 4 percent
• The total number of stores in the group amounted to 4,393 on 28 February 2017
compared to 3,970 on 29 February 2016.
• The Three-Month Report, covering the period 1 December 2016 – 28 February 2017, will
be published at 08.00 (CET) on 30 March 2017. Percentage sales development for the
month of March will be published in a press release at 08.00 (CET) on 18 April 2017.
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8. Tagline
Who’s Next
Sector
Lifestyle and Retail
Category
Apparel and Accessories
USP
Fashionable Ladies wear
PRODUCTOFFERINGS
H&M
Clothes
 Men’s Apparel
Women’s
Apparel
Kids Apparel
Accessories
Home Accessories
Cosmetics
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9. MISSION & VISION STATEMENT
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VALUES
Beyond influencing how young
adults look…
Inspiring how they live
achieved by being kid’s friend
along with offering trendy
apparel and accessories that
excite them about the right
lifestyle choices.
VISION
• Continue expanding
• Be more ”Environment-friendly”
• Make a good workplace for
employees
• To offer people trendy clothes for
cheap price
MISSION
H&M offers a broad and varied range that allows
customers to find their own personal style. The
collections are created with H&M’s broad clientele
in mind and the aim is to satisfy many different
tastes and requirements.
Their business concept is to give the customer
unbeatable value by offering fashion and quality
at the best price. To be sure we can offer the
latest fashions we have a design and buying
department that creates our clothing collections.

10. CASE STUDY
H & M in fast fashion: continued success?
• Case basically discusses the success of H & M.
• According to H & M the success is due to, best fashion items at best price.
• Above point was only possible because of best management of supply chain and policy of,
to provide latest fashion at best prices.
• How policy of expansion implemented?
• Culture and other policies regarding management style, operations and employees.
• Business Model of H & M and its competitors and how competitors strategies’ forced them
to adopt a policy change . Read more
01
02
03
04
05
06

11. STRENGTHENING OF
KNOWLEDGE WEAR BRAND
INFORMATION DATABASE
ATTRACTIVE DESIGN
FASHIONABLE PRODUCT
REASONABLE PRICE
STRATEGY
STRATEGIESINVOLVED
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12. HAPPY STYLE 12

13. The target customers of H&M belong to the group of fashionable and
trendy consumers who see shopping as a social activity providing pleasure
intheirdailylife
They targets middle class to highincome
customers of both genders.
Theybasicallyarecoveringalltheirbasesforeveryone
nomatterthegender,theage,orthestyle.
Kids and the consumer who see shopping as a social activity
providingpleasurein theirdailylife
Target
Customer
1
2
3
4
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14. Visual merchandising
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15. FARMING
SUPPLIER &
MANUFACTURING
CERTIFICATION
WAREHOUSE
RETAILER
REQUEST FROM
HEADQUARTERS
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SUPPLY CHAIN OF H&M

16. HAPPY STYLE 16
SUPPLY CHAIN OF H&M

17. SWOT Analysis
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S W
TO
1. Leader in Global market (2nd)
2. Leader in European market (1st)
3. Affordable & high quality clothing
4. Fast-fashion
5. Throw-away fashion
6. Strong presence in multiple markets
7. Celebrity endorsements
8. Strong social media presence
Strengths
1. Brand awareness of individual
apparel brands sold in stores
2. Brand Loyalty
3. Customer detainment
4. Fit is not consistent due to variety
of manufacturers and supplies
5. Customer service
Weaknesses
1. Promote current sustainability
practices
2. Increase word of mouth in both
female & male audiences
3. Online market including social media
4. Mobile Marketing
Opportunities
1.
Primary competitors: The Gap,
Zara
Threats
SWOT
Analysis

18. HAPPY STYLE 18
H&M opened its first store in Vasteras, Sweden in the year 1947. Today H&M has expanded to over 3300 stores in 54 countries and
has a pool of over 116,000 employees. H&M offers clothes, accessories to women, men, teenagers and children. This is made possible
by a design and purchasing department which manufactures all the clothes. New clothes and accessories arrive to the stores every
day and H&M is capable of moving apparels from design to hanger in mere 20 days.
H&M LOCATIONS

19. HAPPY STYLE 19

20. COMPETITORS
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ZARA
UNIQLO
THE GAP
BENETTON

21. HAPPY STYLE 21
H&MCOMPETITORS ANALYSIS

22. HAPPY STYLE 22
ADVERTISEMENT
H&M (2016) Come together: directed by Wes
Anderson starring Adrien Brody – H&M. Available at:
https://www.youtube.com/watch?v=VDinoNRC49c
(Accessed: 20 February 2017).
H&M (2016) H&M new autumn collection 2016:
Available at: https://www.youtube.com/watch?v=8-
RY6fWVrQ0 (Accessed: 20 February 2017)

23. HAPPY STYLE 23
ADVERTISEMENT
H&M (2015) Balmain x H&M: Available at:
https://www.youtube.com/watch?v=L9o96N0AowM
(Accessed: 20 February 2017).
Beyoncé (2013) Beyoncé as Mrs. Carter in H&M: Available at:
https://www.youtube.com/watch?v=ZcD4KPTPE2w (Accessed:
20 February 2017).

24. Gujarati & many more
This is a sample text. Insert your desired text
here. This is a sample text.
Edit Title Here
GWALIA SWEETS

25. Gwalia is an authentic & traditional Indian sweet shop with
expertise in regional taste such as Bengali, Punjabi, Rajasthani,
Gujarati & many more
This is a sample text. Insert your desired text
here. This is a sample text.
Edit Title Here
GWALIA Sweets Pvt. Ltd.

26. PRODUCTSAVAILABLE
SWEETS
Bengali
sweets
Mava & Ghee
sweets
Dry fruit
sweets
Namkeens
Biscuits
Toast
Khari
Nasta
(snacks)
Khakhara
Cookies
Occassional
&Festival sweets
Ganesh
Chaturthi
Birthday gifts
Business gifts
Gift hampers

27. MISSION& VISSION STATEMENT
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MISSION
Gwalia operating sweets
shops in pan India & further
in International market with
bench mark standards in
Quality, Service &Hygiene.
VISION
Maintaining consistency in
quality of not just one but all the
products range, high class
service and value for money to
customers is ourValues.

28. STORE & LOCATION
01
02
2
Company has total 12 franchisee in
Gujarat.
Company has one more factory in Surat
so from that factory goods are delivered
to 2 franchisee of Surat.
No. of outlets in each cities:
04
4
3
1 Ahmedabad: 8 outlets
Gandhinagar: 1 outlet
Baroda: 1 outlet
Surat: 2 outlets

29. SURAT
DAHODAHMEDABAD
STORELOCATIONS
GANDHINAGAR

30. Logistics& supply chainof milk products
1
2
3
Milk product sweets like Bengali sweets, Mava
sweets, Ghee Sweets, Dry fruit sweets, etc. are
made by factory every day.
Delivery to each distributor within 12 hours after
making products
Keep inventory : 24 hours
Types of handling equipment use :
Tray(Aluminium), pallets(plastic), container

31. 1
2
These goods are delivered to retail shop
according to order of franchisers.
keep inventory : 8-10 days
Logistics & supply chain Mavasweets, dry fruit sweets,
Namkeens, chocolates etc.

32. DISTRIBUTION SYSTEM OFGWALIA SWEETS
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Order from
customer
Retail stores
Manufacturing
Unit
Production of
goods
Dispatch of
goods to
retaileres
.
There are a variety of goods produced in their own
factory including cakes and bakeries, a lot of kind of
sweets, namkeen products. So no doubt, there were a
number of machines and tools used for the production of
these goods.
Manufacturing unit is also having its own warehouse
facility.
01
02

33. MATERIAL HANDLINGEQUIPMENT
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Type of material handling
equipment used
Unit load(capacity in
litter)
Material used
1. tray 7 litters Aluminium / stainless
steal
1. Crates(half depth) 17 litters Plastics
1. Container 3 litter, 7 litter,13 litter Aluminium

34. 34
Figure TATA ace Figure Mahindra pick up
Price: 2.6 lack Price: 5.3 lack
GVW (gross vehicle weight): 2.1 lack GVW (gross vehicle weight): 2.51 tons
Figure Tata 407
Price: 7.6 lacks
GVW (gross vehicle weight): 5.95tons
DELIVERY VEHICLE

35. CONCLUSION
I have completed the document and I have covered the Brand study of h&m and Gwalia. The
whole document is based on secondary research and the objective of making the document is
fulfilled satisfactorily.
The study results have important implications processes of linking manufacturer and customers play
an important role in supporting a supply chain management strategy. As manufactures work to
improve the logistics processes, they support their organization’s supply chain strategy resulting in
improved performance for the overall supply chain and ultimately their manufacturing organizations.
Study also impact on material handing equipments used in logistics.
It helped us relate theoretical concepts to practical applications in the world of apparels
which doubled our knowledge. We learned about different brand extensions of Gini & jony,
their segmentation and history behind their segmentation, targeting, positioning, their product
offerings and modes of advertisement/ promotion.
The secondary research for this document not only helped us in increasing our basic
knowledge in this field but also helped us to acquire knowledge of other subjects and
broadened our outlook.
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36. H&M offers fashion and quality at the best price (no date) Available
at: http://www.hm.com/in (Accessed: 5 February 2017).
H&M group (no date) Available at: https://about.hm.com/en/about-
us.html (Accessed: 8 February 2017).
Zigu (2008) H and M SWOT analysis | USP & competitors |
BrandGuide | MBA Skool-Study.Learn.Share. Available at:
http://www.mbaskool.com/brandguide/lifestyle-and-retail/2934-h-
and-m.html (Accessed: 10 February 2017).
Delirium, P. (2017) ‘Marketing strategy H&M .
Terms, P.I. (2017) H&M - segmentation and positioning. Available at:
https://prezi.com/paitxh1_ug2k/hm-segmentation-and-positioning/
(Accessed: 15 February 2017).
REFERENCES
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37. THANK YOU…..!!!!
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