Compose a 1000 words essay on H&M HISTORY OF ADVERTISING AND DEVELOPMENT IN ADVERTISING. Needs to be plagiarism free!
siness Hennes, which has then grown over the history of fashion industry development, rebranding itself from Hennes to Hennes & Mauritz (H&M) in 1968, after Hennes first purchased another Swedish men’s sportswear named Mauritz Widforss, and with this acquisition, came the diversification and expansion of the product portfolio for Hennes & Mauritz (AdBrands.net., 2014).
The new company expanded its product range offering to include menswear, children swear, accessories, footwear, home furnishings and cosmetics, thus becoming a highly diversified fashion company in Sweden (Chen, Jin, Kour, Li & Liu, 2012). The expansion of the company internationally started in the 1950s, when the company ventured into different territories of Europe, where it could also acquire other business in the fashion industry line, to enhance its product offering in the new territories. Thus, in the period between 1950s and 2000, Hennes & Mauritz concentrated its expansion to Europe, but ventured into the USA market with its first store opening in New York in the year 2000 (2`55). Thereafter, the company has continued to expand to other regions globally, with entry into the Asian market in 2007 opening a store in China, and then expanded to Japan in 2008, after which the company ventured into the Latin America market in 2012 (AdBrands.net., 2014). Thus, currently, Hennes & Mauritz holds 3100 different stores globally, while its online stores are also important component of the company’s brand expansion efficiency.
The history of Hennes & Mauritz (H&M) advertising is as old as the company itself, owing to the fact that the company adapted the high-quality-to-low-price advertising strategy from its onset, and has continued to run this promotion campaign as its major advertisement strategy (In Jimenez & In Kolsun, 2014). The company has consistently offered high quality clothing products for its customers globally, while ensuring to target selling high volumes at relatively low prices
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