H M And Its Strategy For The Indian Market Marketing Essay H&M originated in Sweden it is a retail clothing company that has become renowned for its range of clothing collections which are based on the most recent fashion trends in the market. H&M was established in the late forties in Sweden and started b!siness only with the sale of female clothes. "www.hm.com# They later e$tended their sales and prod!ction to men%s clothes in the later part of the si$ties. Today maority of the clothes sold in H&M stores are prod!ced in Asia E!rope and 'orthern Africa( specifically Egypt )akistan *angladesh china India and t!rkey. t!rke y. "www. "www.hm.com# hm.com# H&M today boast of o+er ,,-- stores in / co!ntries ranging from the 0nited 1ingdom 2enmark 3ermany Swit4erland 5!ssia A!stria +ario!s Asian 6o!ntries and The 0nited states of America. As of early ,-77 H&M employs in the region of /8--- people across the world. "www.hm.com# 9ery recently H&M began selling online and towards the end of :an!ary ,-77 began offering online sales ser+ices in the 0nited States of America. "www.hm.com "www.hm.com#. #. H&M has s!cceeded to thri+e in this c!rrent fashion oriented world beca!se they try to and with s!ccess stick to their corporate obecti+e goal of pro+iding fashion and ;!ality at its best a+ailab a+ai lable le pri price. ce. "ww "www. w.hm. hm.com com## E$p E$pand anding ing and mai maintai ntainin ning g fin financ ancial ial stab stability ility are thi thiss companies two strategic obecti+es and as of ,--/ H&M had as goals to as m!ch as is possible increase and ma$imi4e sales in e$isting stores and to increase the n!mber of new stores by an a+erage a+er age of ten to fifteen percent e+ery year. "www.hm.com# "www.hm.com# 6onsidering that H&M has a desire to grow and ma$imi4e its financial capabilities it is only b!t logical that as it company it sho!ld consider increasing its stores in other co!ntries. A contin!o!s sat!ration of stores in an e$isting co!ntry wo!ld not do the company as m!ch good as if they decided to e$plore and make efficient !se of all the reso!rces a+ailable to them in a new market. This proposal will be looking at the a+en!es thro!gh which H&M can enter and take f!ll control and ad+antage of the Indian fashion market.
that penetrating this market is not going to be a +ery diffic!lt thing to do. This is beca!se being an employer in the co!ntry already they ha+e to an e$tent a platform with their employees from which they co!ld start b!ilding on. If H&M is going to ha+e to consider con;!ering international market in general and India in partic!lar then they ha+e to consider the options of risk cost and control that the company is going to ha+e to deal with in the new market. Therefore in planning a market entry strategy for a co!ntry like India management of the company will ha+e to decide which prod!cts are better off being sold in this region. So far it can be said that H&M is a considerably renowned brand so amongst the options it has for penetrating this market it co!ld get into things s!ch as oint +ent!res or set !p in an e$port processing 4ones." Menon et al. 7===#. An e$port processing 4one more often than not is an area which is typically set !p in de+eloping co!ntries by their go+ernments to enco!rage an hence increase ind!strial and commercial e$portation. "Menon et al. 7===#. E$portation to an e$tent can be considered as the simplest form of a market e$port strategy and it in+ol+es the !se of direct and indirect e$portation methods. Some of these methods incl!de the !se of agents as well as the !se of co!nter trade. 6o!nter trade is a process where by goods and ser+ices are e$changed for goods and ser+ices and their +al!es are written off against each other when the company is balancing its acco!nts. "Menon et al. 7===#. As a res!lt of ad+ancements in technology companies are more likely to ind!lge in direct marketing. For e$ample The world has grad!ally become a global technology +illage. In the case of H&M they co!ld simply alter the deli+ery options of their online website to incl!de deli+eries in India. They co!ld also simple !st create an H&M website in local Indian lang!ages which is going to effecti+ely ser+e the Indian pop!lation. 5elationship marketing has totally e+ol+ed the ways in which traditional marketing is carried o!t and in more recent times has become the model of marketing practice. "Menon et al. 7===#. It has not only done a lot by changing c!stomer ad+ocacy from satisfaction to delight b!t it has tried to e$ceed e$pectation by increasing the ;!ality of ser+ices offered. According to *erry and )aras!raman " 7==7# 5elationship marketing is concerned with a mi$ of trying to de+elop retain and attract relationships with c!stomers and potential c!stomers. "*erry and )aras!raman 7==7# Taking relationship marketing and management into perspecti+e H&M will be able to de+elop an approach which is going to be able to target the +ario!s challenges of the modern Indian market. 5elationship marketing has the ability to transform to m!ltiple ser+ice !sage from single ser+ice !sage.
6ompetition nowadays and demand for c!stomers in the fashion ind!stry keeps on growing at an e+er increasing rate therefore as s!ch a positi+e attit!de to c!stomer care attracting c!stomer and the ability to retain them sho!ld be a top priority if penetrating the new market is going to be feasible. "*erry and )aras!raman 7==7# If H&M bear this in mind when trying to penetrate the Indian market there is e+ery chance that they are going to s!cceed. As this will strengthen their position to offer an effecti+e and an efficient c!stomer ser+ice in the Indian market. This e+idently gi+es India the chance to introd!ce new prod!cts into the Indian economy as s!ch pro+iding a market entry strategy for the company. The components of 5elationship marketing incl!de things s!ch as s!stained orientation finding reliable b!yers making a difference between the different le +els of relationships between a b!yer and a seller >ong term orientation +ery high le+els of cons!mer satisfaction and ser+ice ;!ality sho!ld be the d!ty and responsibility of e+ery employee. It sho!ld be noted that the benefits a s!ccessf!l marketing relationship plan is that indifferent c!stomers are transformed into loyal c!stomers and there is a real chance of retention of clientele and H&M can greatly benefit from this as c!stomer retention is a good platform for long term profitability. "Menon et al. 7===#. 6!stomer retention can be achie+ed thro!gh a c!stomer relationship program which foc!ses on retaining c!stomers. ?+er time c!stomer retention has become more important to a company than c!stomer ac;!isition. It has been said that if the rate of c!stomer retention is high there will be a corresponding high net present +al!e of a c!stomer. " 2awkins and 5eichfield 7==-# As s!ch if HM are able to not only ac;!ire c!stomers b!t they do e+erything with in their ability to try and keep these c!stomers they will notice a tangible benefit from a s!stained income stream. Saren and T4okas " ,---# bro!ght !p the !sef!lness of relationship marketing by coming !p with a diffic!lt to copy and !ni;!e knowledge tho!gh the channels of interacting and dialoging with c!stomers. The long term goal of this to H&M !ndo!btedly is s!stained long term profits. The factors that determine the c!stomers store choice >oyalty of a c!stomer 6!stomer retention and relationship marketing ha+e been e$tensi+ely st!died aro!nd the world. It is therefore almost acc!rate to say that they is the e$istence of a rich literat!re re+iew regarding the fashion ind!stry. " 2awkins and 5eichfield 7==-# It m!st howe+er be said that they is still considerable scope for impro+ement in e$isting literat!re. 9ery little has been done on
the emergence of new store formats in India and how they impact on cons!mer beha+ior. These are thing which H&M ha+e to research on hea+ily in order to me able to penetrate the Indian market. This marketing proposal therefore is going to take a look at how H&M can make !se of the marketing mi$es a+ailable to it look at the market segmentation targeted goals and it will make a S
A process of aggregation are the words by which yo! can describe market segmentation. The ability to p!t people with specific needs into a partic!lar cl!ster. " )errea!lt & Mc6arthy ,--,#. 6!stomer segmentation is +ery important for an effecti+e market entry strategy. If market segmentation is carried o!t properly then H&M will be able to identify the partic!lar market for its partic!lar prod!cts. Market segmentation is a +ery important part of a s!ccessf!l market entry strategy. For market segmentation to s!cceed segmentation has to be in line with the different le+els of prod!cts that the company is will to p!t o!t in the market. As s!ch H&M ha+e to make !se of this market segmentation reso!rce to be able to make !se of market segmentation properly to be able to identify the segment of the market that they intend to target. H&M can segment its market either by !sing demographics geographic psychographics and beha+ioral segmentation methods. . " )errea!lt & Mc6arthy ,--,# >ife style +ariability in personality social class and life style form the bases of psychographic market segmentation. How important c!stomers immediate en+ironments are to them is of !tmost importance Social class also brings with it different or altered demands and needs If these +ariables are !sed a psychographic profile if the market can be b!ilt and with this in mind H&M can know or ha+e a better idea of what prod!cts will be better s!ited for that kind of market. . " )errea!lt & Mc6arthy ,--,# 9ariables which can be taken into consideration when doing a demographic segmentation incl!de things s!ch as age gender The si4e of families family life cycles income ed!cation pop!lation ethnicity religion and social class.. If H&M takes these things into consideration if it does a demographic market segmentation then they will know what king of prod!ct to better ser+e the market and it will gi+e them a better chance of better market entry.
3eographic market segmentation can also be !sed in this case the market can be segmented based on the climatic conditions regions in the co!ntry si4e of a metropolitan area etc. If a partic!lar region in the co!ntry is known to be either too cold or too wet this kind of information helps H&M to penetrate the market as it knows e$actly the kind of fashion or clothing items that this sector of the economy can be interested in. The market an also be segmented on the bases of beha+ioristic segmentation. This is based on act!al cons!mer beha+ior toward the prod!cts and ser+ices. 9ario!s +ariables s!ch as readiness to b!y brand loyalty !sage rate and occasions a+ailable in the partic!lar region will affect the way in which the market can be segmented. If there is a partic!lar sector of the co!ntry that is constantly in festi+e mood then H&M will ha+e to take this into consideration when segmenting the market as it will gi+e them a better idea of what prod!cts to s!pply that part of the co!ntry and It f!rther gi+es the company a chance to penetrate the market. Market segmentation is +ital for a company and in order that a company like H&M can be able to penetrate the Indian market these +ario!s market segmentation techni;!es ha+e to be taken into consideration. Situation analysis.
The S
is a market for the goods and ser+ices that H&M has to pro+ide as s!ch this market really only needs to be tapped right The maor weakness that H&M will face in this market is that it will be entering this market as a no+ice as s!ch it will face a lot of competition from other e$isting retail b!sinesses in the area. Goals Targeted.
3enerally the main goals of H&M will be to penetrate the market efficiently. This penetration is going to gi+e the company a chance to b!ild long term and long standing relationships with its clients which in t!rn will lead to a s!stained so!rce of income and profits generation in the Indian market. The marketing mix
The marketing mi$ is a +ery important part of any marketing proposal it is +ery important to note that the marketing mi$es gi+e and idea of how the goals and aims of the company can be achie+ed. )!tting this into perspecti+e Ha+ing an idea of the prod!ct the promotion techni;!e which will be !sed the market place keeping the people at the center of the b!siness being aware of physical e+idence the process which will be !sed and !ltimately the price at which goods are going to be sold. All in all for the company to s!cceed in penetrating this market the mi$t!re of these se+en ) has to be gotten right. PRO!"T
H&M originated in Sweden it is a retail clothing company that has become renowned for its range of clothing collections which are based on the most recent fashion trends in the market. "www.hm.com# H&M was established in the late forties in Sweden and started b!siness only with the sale of female clothes. They later e$tended their sales and prod!ction to men%s clothes in the later part of the si$ties. Today maority of the clothes sold in H&M stores are prod!ced in Asia E!rope and 'orthern Africa( specifically Egypt )akistan *angladesh china India and t!rkey. "www.hm.com# H&M today boast of o+er ,,-- stores in / co!ntries ranging from the 0nited 1ingdom 2enmark 3ermany Swit4erland 5!ssia A!stria +ario!s Asian 6o!ntries and The 0nited states of America. "www.hm.com# As of early ,-77 H&M employs in the region of /8--- people across the world. 9ery recently H&M began selling online and towards the end of :an!ary ,-77 began offering online sales ser+ices in the 0nited States of America. "www.hm.com#
H&M operate with a b!siness concept of gi+ing c!stomers the best +al!e in fashion in todays market at the most affordable price. It is important to note that H&M do not prod!ce their own goods( they b!y their goods from +ario!s sellers and distrib!tors in the E!rope and Asia. "www.hm.com# 6onsidering that H&M is trying to penetrate the Indian market. It can be an important point to make here that liaising a lot more with s!ppliers in the Indian market will be +ery !sef!l as they ha+e a better idea of the kinds of prod!cts which are in high demand in this market. "www.hm.com# It s also important to note that India has different c!lt!ral +al!es For e$ample the females in this region generally p!t on clothes which co+er a lot more of their body.so it will still be important to liaise with the s!ppliers so that they s!pply the kind of items that are re;!ired in this kind of society. "www.hm.com# If H&M takes this these things in to consideration there is a greater chance that they will be able to penetrate the Indian market more effecti+ely and more efficiently. As S!ch 1now what e$actly is re;!ired by the Indian market and eno!gh research to find o!t what is good for this part of the co!ntry will therefore be +ery important in b!ilding a proper prod!ct c!stomer relationship and enhance market penetration. PRI"E
)ricing is another +ery instr!mental tool which can all b!t determine if the company will be able to penetrate the market. It is important here to note that !nlike a lot of markets that H&M c!rrently operate in India is a third world economy better p!t India is a de+eloping co!ntry. " www.economywatch.com#They ha+e a gross domestic prod!ct of 7. trillion making them the fo!rth biggest economy in the world. They ha+e had an a+erage economy growth rate of abo!t 8.BC in the last co!ple of years. This shows that there is real market penetration potential in this economy for H&M. " www.economywatch.com#It is howe+er +ery important to note that e+en tho!gh they ha+e one of the worlds largest and a +ery impressi+e gross domestic prod!cts fig!res they are ranked in the 7-s for per capita income.
low le+el with the main aim of capt!ring the market gi+ing b!yers a chance to ha+e a feel of their prod!ct and when they are con+inced that they ha+e attracted and retained their c!stomers and are s!re that the c!stomers f!lly appreciate the +al!e of their goods they can begin increasing the prices. ?ther pricing strategies that can be !sed by the company incl!de the economy pricing strategy premi!m pricing price skimming price discrimination pricing based on geographic psychological pricing and prod!ct line pricing.
)ersonally I am of the opinion that beca!se H&M already make !se of prod!cers and s!ppliers in this market they are at an ad+antage beca!se they are almost already aware abo!t how the sector of the economy f!nctions. Firstly beca!se these goods are going to be sold in the Indian market H&M will ha+e to so!rce more cost efficient s!ppliers of their items. They therefore ha+e to find a channel of distrib!tions of their goods which is going to permit these good arri+e in the hands of the c!stomers at the most cost efficient price. In order to minimi4e cost rather than maybe setting !p or in+esting in b!ilding stores of their own H&M can rent space in large well renowned departmental stores. This to an e$tent red!ces the o+erhead cost of penetrating the market and this red!ction is past on to the cons!mers in the form of lower prices and it gi+es H&M a real chance of penetrating the market thro!gh the penetrating pricing strategy. H&M can also get in+ol+ed in oint +ent!res with already established organi4ations in the area. This will gi+e them a real chance of placing their prod!cts in the Indian market. H&M can also benefit from research abo!t the market which has already been carried o!t by its partner in the oint +ent!re. All of these will translate to a red!ction in the prices at which goods will be offered to the Indian market. 3enerally we can say that there are +ario!s channels that H&M can consider when doing this. They can decide to !se a direct channel of distrib!tion by selling directly to the cons!mers or and indirect channels by selling thro!gh a wholesaler. PROMOTION.
If H&M is going to s!cceed in this market ad+ertisement is going to be +ery important. And it co!ld act!ally e the deal breaker. )!tting !p billboards and engaging in radio and t+ ad+ertisement will be key. It is also important to know that the sporting c!lt!re in India centers hea+ily on cricket. As s!ch it will be important for H&M to try to ind!lge in some form of cricket sponsorship. This will be striking their cons!mers at their softest spot and will
go a +ery long way to attract c!stomers and retain c!stomers. E Dmarketing is another techni;!e which can be !tili4ed. Howe+er the e$tent to which this can be !sed is limited as India is a de+eloping co!ntry and the e$tent to which e+erybody can ha+e assess to the Internet is limited. This might be effecti+e b!t not as effecti+ely as H&M might ha+e wanted. ?n a whole ad+ertise is +ery important to and a +ery necessary ingredient to penetrating the Indian market. PEOP#E
In order to s!cceed H&M m!st p!t people at the forefront of its b!siness. )eople in this case refers to the c!stomers that it intends to ser+e. 6!stomer satisfaction needs to be its priority and in order to achie+e this H&M will ha+e to engage in effecti+e training of staff who deal with c!stomers. They will ha+e to train them to respond and act in ways which are acceptable in the society within which they operate. The c!stomer ser+ice teams ha+e to me f!lly aware of the technical knowledge and sho!ld baa be to pro+ide ade;!ate technical s!pport as and when re;!ired. This will go a long way to help H&M penetrate the market. Finally we ha+e the physical e+idence and the process in which these mi$es ha+e to be achie+ed. )resentation of items which are for sale is +ery +ital( dealing with c!stomer ser+ices is ;!ite diffic!lt as the material part is almost impossible to meas!re. As s!ch people will base their !dgments on things like the way in which the shop is arranged decorations presentation of staff how nicely the website looks as well as how well the broch!re has be resented. The process by which these mi$es will be achie+ed is also of !tmost importance Finally the s!ccess of this proposal in penetrating the market will e+ent!ally be meas!red in financial terms. After the first year of operating in this market we will see !sing a profit and loss acco!nt whether contin!ation is a good option for the b!siness. The main aim of any +ent!re is to generate profits as s!ch we will ha+e to contin!o!sly e+al!ate o!r position to make s!re that we are stri+ing to contin!ally achie+e o!r goals.
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Global Fashion at low prices is H&M India growth strateg: !anne Einola After waiting for three years to enter India, the $53.16 billion Swedish fast-fashion retailer H&M, has oened its !rst store at "elhi#s swish Selet %itywal 'all on (riday, )*st ahead of India#s biggest festi+e season. By: Sunny Sen | Updated: October 1, 2015 9:31 PM 7 0 G+0 0
!anne Einola" chie# e$ec%tie o# H&M India" who has been with the retailer since '(() tells FE*s S%nn Sen in an interiew that the co+pan is betting on bring global #ashion at low prices as part o# its growth strateg in India, -E$press photo. After watn! for t"ree year# to enter $nda, t"e %53&1' b((on Swed#" fa#t)fa#"on reta(er *+M, "a# opened t# fr#t #tore at e("-# #w#" Se(ect .tywa(/ a(( on rday, u#t a"ead of $nda-# b!!e#t fe#te #ea#on& 4anne no(a, c"ef e6ecute of *+M $nda, w"o "a# been wt" t"e reta(er #nce 1997 te((# -# Sunny Sen n an nterew t"at t"e copany # bettn! on brn! !(oba( fa#"on at (ow prce# a# part of t# !rowt" #trate!y n $nda& How important is India in H&M’s scheme of things, and how do you plan to expand in the country?
or *+M t # "!"(y re#pectfu( to be pre#ent n $nda, now& $t # t"e '0t" country for u#& $t # t"e r!"t te to be pre#ent "ere& 8"e $nda ar/et # dee(opn!& e#tern uropean fa#"on # !rown! a(( t"e te "ere at (ea#t n t"e b!!er cte#; $t # too ear(y to #ay "ow any #tore# we w(( "ae& e "ae opened our fr#t one, "ere n Sa/et <e("=& 8"en we w(( "ae one n >a#ant ?un <e("= (ater t"# year, and t"ere # one n Ban!a(ore& e are (oo/ at a(( t"e b! cte# and at a(( t"e pre (ocaton# pan)$nda& urn! e6pan#on we w(( not copro#e wt" (ocaton& Brands like Deenhams and Marks and !pencer did not ha"e a good start# H& M has een looking at the India market for three years now# How do you d e$risk yourself from failure?
e are (oo/n! at a(( t"e /ey ar/et# t"at we are not pre#ent n $nda, becau#e our tar!et # to !row at 10)15@ eery year& $n 2015, we "ae opened ore t"an 00 #tore#& "en t coe# to t"e $nda, our fa#"on, #ty(e and t"e be#t prce on a #u#tanab(e ba## # w"at cu#toer are (oo/n! for& How is the India market different from the %!, hina an 'uropean market?
$ don-t /now about t"e US and ."na ar/et& *oweer, eac" ar/et # dfferent n ter# of w"at peop(e are (oo/n! for, but fa#"on # !(oba(, now& One concern # t"at few nternatona( brand# are !ettn! t"e !(oba( trend# nto t"e $nda ar/et a year (ater; e w(( "ae t"e #ae co((ecton a# we "ae n t"e re#t of t"e wor(d& 8"at # "ow we wor/ we "ae t"e #ae co((ecton n a(( countre#& So w"at you are #een! "ere # w"at you w(( #ee n our #tore# n Par#, ew Cor/, w"ere eer you !o& $t # portant to (#ten to our cu#toer, and adapt t"e #tore a# per t"e (oca( deand, but $ don-t #ee t"at t # reDured to "ae any #peca( co((ecton for $nda& (ou ha"e a long sourcing history with India# Does that change?
e "ae been #ourcn! fro $nda for t"e pa#t 30 year#& our current #ourcn! # E0@ fro A#a and on(y 20@ fro t"e US& e "ae to ncrea#e our current #ourcn! by 30@ to cop(y wt" t"e fore!n drect ne#tent <$= nor#& 8"ere # roo to ncrea#e capacty n $nda& *ow uc" FMade n $ndaG c(ot"e# we w(( "ae n our #tore# w(( ary fro te to te, dependn! on t"e co((ecton and cu#toer deand& e w(( not "ae any #peca( a##ortent for $nda& How do you plan to fight competition from oth home$grown and international rands like )ara, etc?
Of cour#e, t"ere # a (ot of copetton& e "ae a (ot of b! copettor# (/e Hara and IAP, and we a "ae utua( re#pect for eac" ot"er& $ t"n/ our b!!e#t copettor # u# *+M& e "ae to /eep !rown! t"e bu#ne## #u#tanab(y, and offer be#t prce#& Is there a difference in India pricing and gloal prices, or is there a symmetry across geographies?
8"# # our $nda prcn!& 8"e#e are not #peca( prce#, or ntroductory prce#& How does H&M keep its prices so low?
"ateer we do at *+M we do t effecte(y& e a fanta#tc de#!n tea n Sweden& e "ae a rea((y effecte buyn! prce#& $f you do eeryt"n! your#e(f you can /eep t"e prce# (ow&
Do you ha"e any e$commerce strategy for India?
*opefu((y we w(( "ae #oet"n! n t"e future, but r!"t now we w(( focu# on reta(
&Ms India Mantra !ality Fashion S!stainability & riing The /etailer +aga0ine ca%ght %p with 1arl2!ohan Erling Goran Persson" 3EO and president" H&M d%ring the India la%nch and tal4ed on the co+pan5s India strateg" co+petitie pricing and #%t%re plans,
Tags: H&M, arl /ohan, (ashion, 0etail, Selet %ity al 'all 2 4II4 A22 7 8%820 93, :915 7 %8MM4S ; 9 < 7
arl-/ohan rling =oran ersson
Swedish fast-fashion retailer Hennes and Ma*rit> A2 ;H&M<, 39 th on the (orbes list of Most ?al*able =lobal 2rands, oened its !rst :5,999 s@. ft.
store in "elhis Selet %itywal 'all on 8tober :, :915, a'id '*h fanfare. ith fans and shoaholis @*e*ing * :B ho*rs in ad+ane, the retailer bea'e the tal of the town at least a 'onth before the la*nh day thans to hoardings at se+eral sites aross the ity. he o'any oerates 3,C99 stores aross 5C 'arets, generating aro*nd $:: billion in re+en*e. H&Ms India strategy is to fo*s on riing and s*stainable, aDordable fashion, and the =lobal %8 arl-/ohan ersson sees Ethe o*ntry ;India< is a +ery ro'ising 'aretF. ith India, where the brand has entered alone *nlie other International brands, the fashion retailer has inreased their footrint to 69 'arets. Already in tals to an o*t a seond store la*nh before the end of year in ?asant *n), H&Ms 'ain fo*s is its *sto'ers and not sale and b*dget n*'bers. he 0etailer 'aga>ine a*ght * with arl-/ohan rling =oran ersson, %8 and resident, H&M d*ring the India la*nh and taled on the o'anys India strategy, o'etiti+e riing and f*t*re lans. Edited excerpts:
H&M is all geared %p #or India, The*e painted the cit red and hae b%ilt a lot o# traction alread, The c%sto+ers see+ to be er e$cited6 What is going to be H&M*s strateg in India7 =oing by the reation of o*r *sto'ers here, I thin it loos +ery ro'ising. 2*t, I ant really say anything right now. It is too early. e ha+e had eole waiting to get into the store as early as :B ho*rs ago. I also thin we ha+e a +ery good oDering whih is why there are so 'any *sto'ers @*e*ing * a day ahead of the oGial la*nh. So far, the *sto'ers are looing etre'ely hay. I a' oti'isti abo*t the f*t*re in India What is H&M*s pricing strateg7 In co+parison with +ar4ets in other 8sian co%ntries" how are o%r prod%cts priced in India7 Its the sa'e in all 'arets aro*nd the world. e are +al*e for 'oney and ne+er o'ro'ise on @*ality and fashion 0egardless of loation, we want to gi+e o*r *sto'ers a fantasti oDer when it o'es to @*ality, s*stainability and fashion, b*t of o*rse also the riing. And the sa'e goes for o*r *rrent entry into the Indian 'aret. So far the *sto'ers reation has been +ery ositi+eJ aro*nd the world they !nd o*r riing +ery a'a>ing and it is right in the India 'aret also. What is o%r sales target and how +%ch ti+e wo%ld it ta4e #or the brand to achiee it7 e ne+er set that eetation e do set o*r b*dget for e+ery 'aret b*t that is ne+er the n*'ber one riority for *s. he 'ost i'ortant thing for *s is to do really well, to treat o*r *sto'ers really niely and to ha+e a good rod*t oDering. hats all And I belie+e if we do that well, the selling will haen and the sales will o'e. How +an stores are o% loo4ing to open b 9')7 e are looing to oen a lot 'any stores hoef*lly e are looing at 'any loations, for ea'le in 'ore loations in "elhi, in M*'bai and 2engal*r*.
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