Strong Brand Research H & M Created

Since2008the United States financial crisis, the global production and trade have fallen sharply, Under the economic crisis, the global clothing enterprise widespread falling profits, walking on the international high-end route of "fashion" fashionenterprises have huge impact, the generation of processing as the main mode of small and medium-sized garment enterprises in export restraints, brand advantage is not obvious。 Eeginning in2009, a group of emerging in the "fast fashion" brand isoccupy the Chinese market, the also receive consumer’s welcome.“H&M” a derivedfrom a Swedish brand, with its peculiar cost leadership strategy under the circumstances of financial crisis to create a strong brand image.From H&M’s product strategy, price strategy, channel strategy and communication strategy four aspects in detail elaborated the marketing strategy when creating the brand. H&M products classification is clear, the product coverage is broad, withdifferent competitors’ product features, to adapt to the needs of different ages, different levels of customers, dedicated to " Fashion And Qulity At The Best Price”concept. On price, pay attention to customer’s perceptions of the brand, price, fashion, achieving the civilians fashion. the balance between price, quality, and fashion.H&M more than3000stores in the world, use of ICTs advanced informationcollection system and fast logistics channels, each of H&M store has a mass of new product every day. At the same time in the process of spreading use a variety of commercial and public relations activities to create a strong brand awareness, build to adapt to the global multicultural brand image.Traditional garment industry in China the lack of brand awareness, We shouldlearning experience from H&M in financial crisis,building strong brands to promotethe development of the state-owned independent brands.Of course, in the process of development there are all sorts of drawbacks, enterprises need to constantly learning and improvement, to keep a sense of crisis, otherwise, will not to advance is to go back.