H&M(Hennes & Mauritz AB), one of the most successful clothing retailers, is famous for its quick-fashion value. Compared to ZARA, these two companies  are both offering the most updated fashion at a price as low as  possible. 

As for me, I prefer ZARA more than H&M even though H&M is slightly cheaper, the problem is because ZARA got a better quality, and I was wondering, how come H&M can compete with ZARA when they share almost same value and price level. Then one thing hit me.

“This is Helen Hunt, a famous female actress, was wearing H&M dress on Oscars Red Carpet”, blogger Christine Birkner pointed it out.People wonder that why a former winner of Oscars Academy Award adapted herself to a cheap fashion brand while Anne Hathaway showed up in pink Prada, and Jennifer Lawrence with Christian Dior?

Well of course if was not because of economic recession that Hunt could only afford H&M, wearing H&M is her designed action to show her supports of environmental friendly and sustainable lifestyle. The truth is, this dress was designed by H&M for Hunt, to highlight the partnership between H&M and an American environmental non-profit  organization.

As living substantially now is becoming a stunning social trends, and existing everywhere around. H&M company takes this trends as a business opportunity, not only to build their reputation, but also increase their sales in another ways:” Through the program, at all H&M stores, customers can exchange used garments for 15%-off coupons for H&M merchandise”. What customers gonna do with H&M coupons? Buy more H&M clothing!

As a matter of fact, this not the first sustainability initiatives H&M did. In 2011, H&M launched a “Conscious Collection”, which claimed to use organic cotton and materials to bring people’s conscious about environment.

Botton line, H&M really did a great job for catching the trend about living substantially, and it actually contributed a lot to H&M’s sale revenue.

http://www.marketingpower2.com/mpblog/2013/03/04/hm-goes-green-on-oscars-red-carpet/

http://www.ecouterre.com/hm-launches-conscious-eco-fashion-collection-for-earth-month/