Oct 21 2010
H&M Fall TV commercial
https://www.vista.ubc.ca/webct/urw/lc5116011.tp0/cobaltMainFrame.dowebct
I would like to comment on Jean Philippe Audet’s post. He says that he was determined to buy the jacket which he fell in love with it and this shows it was a specialty product he has a strong preference for it.
I find it interesting that a company like H& M like what Jean said does not remember seeing the firm advertising themselves on TV. Yet H&M is able to attract customers like Jean willing to spend a significant amount of money on their products. How did they achieve this kind of customer loyalty from a customer like Jean? I always thought in order for products to gain customer loyalty it must advertise products more often in order to make that product to become the evoked set for consumers.
The post from Jean gave me a new insight that firms who are successful in attracting customers does not necessarily need to promote their products vigorously. It can help but the main success factor will be like what Jean said the marketing mix variable which is product and price. Jean perceived it to be cheap and trendy. H&M is able to create value for customers by ensuring them their product is perceived as high fashion industry and it is worth the money , and time and effort in exchange for their desirable products.