How H&M succeeded, the pivot story of founder Erling Persson

H&M History

H&M was founded in 1947 by Erling Persson in Vasteras, Sweden. Persson, who saw large retail stores during his visit to America after the Second World War, brought this to life in his own country as soon as he returned to Sweden. The company's first name was Hennes, which meant something like "for women". Because at that time, the brand only sold women's clothing.

However, in 1968, the brand included Mauritz Widforss, which sells hunting clothes, and the brand was renamed H&M. Thus, H&M became a clothing brand selling both women's and men's clothing, and the company expanded into the international market. The company's first overseas stores were opened in Norway and Denmark. These countries were followed by England and Denmark.

The advertising face of the brand, which started to sell underwear in 1973, was Anni-Frid Lyngstad, the lead singer of the famous Swedish band ABBA. Erling Persson continued to work at an intense pace until his retirement in 1982. In 1974, H&M was listed on the stock market. In the 1980s, Erling Persson's son Steffan Persson became the CEO of the company, and the company's number of stores in Europe gradually increased.

In the 1990s, H&M gained enough self-confidence to feature the world's most famous models and models in their advertisements. Famous names such as Linda Evangelista, Naomi Campbell and Christy Turlington began to appear in H&M advertisements. Thus, H&M began to appear in the world's most famous fashion magazines. By opening its internet store in 1998, it became one of the brands that made maximum use of the first periods of the internet.

The Evolution and Growth of H&M

H&M entered the 2000s with a big move and opened its first store outside of Europe in New York. The H&M store, which opened on 5th Avenue in New York, competed with the world-famous clothing stores on the same street. However, H&M, following a logical strategy by not seeing these luxury brands as enemies, was able to cooperate in these brands, thus ensuring that both parties benefit from this partnership.

The brand that launched the designer series in 2004; He worked with the famous German designer Karl Lagerfield of brands such as Chanel and Fendi. Realizing its goal of presenting a limited number of design products, H&M was thus able to sell extremely stylish products at its own economical prices. This showed the general consumer mass that it is not necessary to spend money “to wear designer shirts, trousers, skirts”.

H&M has since continued to collaborate with luxury clothing and accessories brands such as Donatella Versace, Roberto Cavalli, Stella McCartney, Alexander Wang, and Rei Kawakubo of Comme Des Garcons.

Entering the Asian market in 2007, the company opened its first stores in Shanghai and Hong Kong. The company, which started to sell home products in 2009 under the name of H&M Home, also achieved regular and good success in the fields of interior decoration and home design.

In order to minimize the environmental damage during production, the company decided in 2010 to produce clothing with fully recyclable and sustainable materials, and called it H&M Conscious.

The Most Fashionable Dress at the Best Price

H&M's concept is actually very simple: The best quality product at the best price. In other words, H&M is a brand that focuses on the price/performance ratio. Gathering all kinds of clothing needs of women, men and children under one roof, the brand allows a family entering the store to meet all their needs without visiting any other store.

Conscious and Inclusive Advertising Campaigns

H&M's advertising campaigns are developed at the company's headquarters in Stockholm. However, special marketing agencies are also being acted upon for regional advertising campaigns.

Using models with different skin colors, cultural and ethnic origins and age ranges, H&M tries to appeal to all segments of society. In fact, H&M is one of the rare global clothing brands that uses a hijab model in its advertisements.

Storytelling

H&M is a brand that takes e-mail marketing seriously. Thanks to the e-mails he sends in magazine format, he does not impose a "purchase imposition" on his customers, but tells them a certain story. He doesn't tell people to "buy" but tells valid and persuasive stories to make them buy.