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A(p)stow challenge - m leader

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The document summarizes a presentation for H&M that proposes a new strategy to differentiate the brand from competitors. It recommends splitting H&M into separate Basics and Fashion lines. For the Fashion line, it suggests crowdsourcing designs from customers and positioning H&M as a leader rather than follower of trends. As an example, it outlines a plan to source basketball shoe designs from the public and promote the winning design globally through partnerships and marketing. The goal is to empower customers and establish H&M as uniquely authentic rather than just copying designer looks.

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A(P)STOW CHALLENGE: H&M RFP Presentation by Matt Leader
Who are we talking to? Typical H&M customer is a fashion-forward but cost- conscious 20-something professional or student.
What do they care about? The good: H&M seen as young (88%), trendy (81%) and inexpensive (94%) The bad: H&M products are seen as low-quality (68%) and the in-store experience as chaotic or unpleasant (27%).
Where else are they spending money? In addition to H&M, our shopper frequents ZARA, Topshop and Forever 21 for fast-fashion items, The Gap & J. Crew (and where available, UNIQLO) for basics, and aspires to shop at upscale boutiques or lower-end design houses.
Basic Problem: How different is H&M from the competition? Not Much 82%
RFP touchstones fun drama energy uniqueness spontaneity fascination
Heart of the RFP: Needs To Be More Interesting.
What Wont Help Already highly More youthfulness associated. More designer Already highly trendiness associated. Already highly associated.
Goals: Break the Fast Fashion Follower Model. Associate H&M With Style Leadership.
Method: 1. Focus. Clearly delineate between H&M Basics line and H&M Fashion line through branding and in stores. 2. For the fashion line, reverse the top-down designer-to- customer paradigm. 3. Position H&M as uniquely authentic.
Step 1: Focus Split fashion items from basics. H&M Basics: Everyday Standards. Create separate identity, dedicated areas in- store. Easy to make and design. Small improvement in quality and price can draw customers from competition.
Step 2: H&M Fashion - Upend the fast-fashion model
Current Fast Fashion Model: Copy or co-brand designers latest looks; hope trend-setters adopt them. New H&M Fashion Model: Crowdsource trend-setters and let them identify/set styles.
H&M can find and empower these trendsetters by having the public submit design or collection ideas that are voted on in-store and on the web.
H&Ms fashion line is thus pre-determined to be cool by a majority of customers; the brand is seen as a leader rather than a follower; it gains authenticity by being grassroots rather than top- down; and the range of designs and collections will be unique and interesting.
The first design challenge will be a pair of basketball shoes.
3 ways to bring Style Leadership to life (while selling a million pairs of shoes)
A. Make it Pinteresting Designs for shoes will be accepted in-store and on the web. Once chosen, the winning shoe will feature on H&Ms new Pinterest-like site, where customers are given the whole range of H&M goods online and invited to put together that seasons collection around the shoes.
B. Take it to the Global Court H&M can partner with international basketball leagues and have different teams wear the various winning H&M shoes on the court and in ads worldwide. Rather than the NBA, which requires huge branding investment and offers only US-style urban cool, this approach adds international flair on the (relative) cheap.
C. Change the Context Would the Pope wear a pair of H&M hi-tops if $3m were donated to a childrens charity? You never know.
Step 3: Positioning
The key message is that H&M doesnt tell you what to wear. It empowers you to find and create what you want to wear. H&M helps you be you.
奈艶壊庄乙稼 Your Life. Step up. Stand out. Fashion Yourself at H&M.
5 Questions for H&M
1. 94% of target customers do not associate basketball with cool. Thats a big hill to climb. Are you open to a strategy that believes that basketball shoes are the wrong fit for the brand? 2. What one fashion item in this years line most embodies H&M? 3. How important is product quality to you? How important do you think it is to your customers? 4. How much has each designer collaboration increased your net profit, on an aggregate and per-piece basis? 5. How do you see H&Ms market position in five years?

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A(p)stow challenge - m leader

  • 1. A(P)STOW CHALLENGE: H&M RFP Presentation by Matt Leader
  • 2. Who are we talking to? Typical H&M customer is a fashion-forward but cost- conscious 20-something professional or student.
  • 3. What do they care about? The good: H&M seen as young (88%), trendy (81%) and inexpensive (94%) The bad: H&M products are seen as low-quality (68%) and the in-store experience as chaotic or unpleasant (27%).
  • 4. Where else are they spending money? In addition to H&M, our shopper frequents ZARA, Topshop and Forever 21 for fast-fashion items, The Gap & J. Crew (and where available, UNIQLO) for basics, and aspires to shop at upscale boutiques or lower-end design houses.
  • 5. Basic Problem: How different is H&M from the competition? Not Much 82%
  • 6. RFP touchstones fun drama energy uniqueness spontaneity fascination
  • 7. Heart of the RFP: Needs To Be More Interesting.
  • 8. What Wont Help Already highly More youthfulness associated. More designer Already highly trendiness associated. Already highly associated.
  • 9. Goals: Break the Fast Fashion Follower Model. Associate H&M With Style Leadership.
  • 10. Method: 1. Focus. Clearly delineate between H&M Basics line and H&M Fashion line through branding and in stores. 2. For the fashion line, reverse the top-down designer-to- customer paradigm. 3. Position H&M as uniquely authentic.
  • 11. Step 1: Focus Split fashion items from basics. H&M Basics: Everyday Standards. Create separate identity, dedicated areas in- store. Easy to make and design. Small improvement in quality and price can draw customers from competition.
  • 12. Step 2: H&M Fashion - Upend the fast-fashion model
  • 13. Current Fast Fashion Model: Copy or co-brand designers latest looks; hope trend-setters adopt them. New H&M Fashion Model: Crowdsource trend-setters and let them identify/set styles.
  • 14. H&M can find and empower these trendsetters by having the public submit design or collection ideas that are voted on in-store and on the web.
  • 15. H&Ms fashion line is thus pre-determined to be cool by a majority of customers; the brand is seen as a leader rather than a follower; it gains authenticity by being grassroots rather than top- down; and the range of designs and collections will be unique and interesting.
  • 16. The first design challenge will be a pair of basketball shoes.
  • 17. 3 ways to bring Style Leadership to life (while selling a million pairs of shoes)
  • 18. A. Make it Pinteresting Designs for shoes will be accepted in-store and on the web. Once chosen, the winning shoe will feature on H&Ms new Pinterest-like site, where customers are given the whole range of H&M goods online and invited to put together that seasons collection around the shoes.
  • 19. B. Take it to the Global Court H&M can partner with international basketball leagues and have different teams wear the various winning H&M shoes on the court and in ads worldwide. Rather than the NBA, which requires huge branding investment and offers only US-style urban cool, this approach adds international flair on the (relative) cheap.
  • 20. C. Change the Context Would the Pope wear a pair of H&M hi-tops if $3m were donated to a childrens charity? You never know.
  • 22. The key message is that H&M doesnt tell you what to wear. It empowers you to find and create what you want to wear. H&M helps you be you.
  • 23. 奈艶壊庄乙稼 Your Life. Step up. Stand out. Fashion Yourself at H&M.
  • 25. 1. 94% of target customers do not associate basketball with cool. Thats a big hill to climb. Are you open to a strategy that believes that basketball shoes are the wrong fit for the brand? 2. What one fashion item in this years line most embodies H&M? 3. How important is product quality to you? How important do you think it is to your customers? 4. How much has each designer collaboration increased your net profit, on an aggregate and per-piece basis? 5. How do you see H&Ms market position in five years?