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Essay / Research Paper Abstract
This 9 page paper examines the Swedish discount fashion store which sells high fashion; Hennes and Mauritz which operates as H&M. The paper gives a brief history of the company and looks at how and why the company may be argued as a leader in innovation. The paper looks at theory and examples of innovation including the partnerships with designers such as Stella McCartney and Karl Lagerfeld and Viktor & Rolf. The paper ends with a discussion on why it was necessary for H&M to innovate. The bibliography cites 9 sources.
Page Count:
9 pages (~225 words per page)
File: TS14_TEHandMin.rtf
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Unformatted sample text from the term paper:
hers in Swedish (H%M, 2006). The first store was in V?ster?s which would remain the only store for many years. The next main move came in 1968 when Erling Pearson
bought the stock and the premises of a company called Mauritz Widforss, this was a shop that also sold mens clothing, it was this acquisition that prompted the expansion into
menswear. The company has expanded, only entering the North American market after establishing themselves in Europe, with a store on Fifth Avenue
in New York which opened on the 31st of March 2000 with two more opening in the same year, by 2005 the company had reached the west coast opening two
stores in San Francisco and then Hollywood (Vesilind, 2005). In 2006 the company opened a store in Dubai and the company is still expanding and plans to open in China
in 2007 (H&M, 2006, Mei and Akerhielm, 2006). The German operations were increased in size when competitor GAP pulled out of the German market and sold its stores to H&M
(H&M, 2006). The competitive position of the company has also developed over time and is at somewhat of a juxtaposition with a positions
that may be interpreted as contradictory. The shop is clearly placed in the discount fashion market, fashion at low prices, but it is also marketed towards the high end of
the fashion market, with the use of collaborations or strategic alliances with many well known designers such as Stella McCartney, Karl Largerfeld and Viktor &Rolf (H&M,. 2006).
Today the company, with is business concept of "Fashion and quality at the best price" is present in 24 countries with a total of 1,300
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