We love H&M because their products are chic—and, more importantly, cheap. H&M carries trendy men’s and women’s clothing which in the wake of current trends. Wherever you go shopping in the world— Paris, New York, Moscow,Tokyo or Hong Kong, you will always come across a H&M store, where you can try on a range of clothes constructed of eco-friendly materials, such as the warm and chic trench coats or the charming beautiful sundresses. H&M has chosen to locate in the commercial district of the biggest capitals so as to invest less money on advertising.

    Customers chose H&M over other brand stores for several reasons. When costumers step inside their stores, they are greeted with warm customer service. Also, their products are comfortable, smart, and lovely with shining colors. Moreover, the store often has sales to promote their products (think about those 9.99, 19.99 products) to make you smile, and then buy a lot. Probably that’s why we can always see a crowd of people line up before the fitting room. In terms of the manufacture, H&M keeps a large amount of clothing inventory originating from cheap Asian manufacturers in order to lower the manufacture cost. In the competitive clothing industry, H&M is very successful at building a worldwide famous brand through choosing to locate their stores in premium locations as well as utilizing the unique management system of design, production and supply chains. Finally, unlike other fashion brands, it takes them less than two weeks from the time they design new clothing to the time it arrives in stores.

     When was it that high-fashion became everyday wear? Like its principal competitor ZARA, this Swedish retailer also has paired up with high-fashion designers to create limited collections, creating hysteria among customers and media. For example, it collaborated with Jimmy Choo for shoes and with Lanvin and COMME des GARÇONS for clothes, all of the products were selling out instantly since many frenetic fans preordered long time before the collections have launched.

    In short, H&M is certainly the pioneer in terms of using young talented designers to make cheap yet high-fashion items in a fast pace. Also, it was one of the first apparel retailers focusing on e-commerce.