What brand is HM?
HM (Hennes & Mauritz) is a world-renowned fast fashion brand originating from Sweden, founded in 1947. With affordability, fashion and sustainability as its core, its products cover clothing, accessories, beauty and home furnishings, and are deeply loved by young consumers. In recent years, HM has frequently become a hot topic due to its environmental initiatives and controversial advertisements. The following is a compilation of popular content related to HM across the Internet in the past 10 days:
1. HM’s popular events in the past 10 days
| Date | event | heat index |
|---|---|---|
| 2023-10-25 | The release of a joint series between HM and a certain celebrity triggered a rush of purchases | 85,000 |
| 2023-10-22 | H&M is boycotted by netizens again due to Xinjiang cotton incident | 120,000 |
| 2023-10-20 | HM announces full use of recycled materials by 2025 | 78,500 |
2. HM brand core information
HM has more than 4,000 stores in 74 countries around the world, with China being its third largest market. The brand is positioned as "democratic fashion" and advocates allowing everyone to enjoy trendy designs at reasonable prices. The following are HM’s three core strategies:
| strategic direction | Specific measures | progress |
|---|---|---|
| sustainable development | The usage rate of environmentally friendly materials increased to 65% | Meet the standard in 2023 |
| digital transformation | Online sales accounted for 35% | A year-on-year increase of 12% |
| Designer collaboration | 6 joint series every year | 4 have been released in 2023 |
3. Review of HM controversial events
After the Xinjiang cotton incident in 2021, H&M suffered a severe decline in the Chinese market. In the past two years, the brand has gradually recovered through price reduction strategies and localized designs, but recently it has fallen into a whirlpool of public opinion again due to supply chain issues:
| dispute time | Event content | Scope of influence |
|---|---|---|
| March 2021 | Boycott Xinjiang Cotton Statement | 20% of stores in China closed |
| August 2023 | Children's clothing quality inspection failed | Notified by the State Administration for Market Regulation |
| October 2023 | Suspected of false environmental propaganda | Investigated by European Consumer Organization |
4. Consumer evaluation analysis
By capturing social platform data in the past 10 days, H&M’s consumer evaluations are polarized:
| Evaluation dimension | Proportion of positive reviews | Proportion of negative reviews |
|---|---|---|
| Price Reasonability | 72% | 28% |
| Fashionable design | 65% | 35% |
| product quality | 41% | 59% |
5. Future development trends of HM
According to industry analyst predictions, HM will face three major transformation challenges:
1.Supply chain reinvention: A more transparent traceability system needs to be established to deal with environmental concerns
2.China market recovery: It is necessary to regain consumer trust through localized design
3.Fast fashion transformation: The pressure on the industry as a whole to transition to slow fashion is increasing.
At present, HM has launched the "Climate Positive Benefit" plan and promises to achieve carbon neutrality in the entire industry chain by 2040. Whether this move can help the brand reverse its image remains to be seen.
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