0% found this document useful (0 votes)
25 views3 pages

Case Study - Market Segmentation

The document discusses market segmentation, defining it as the process of dividing a market into sub-groups based on shared characteristics. It provides a case study on H&M, highlighting its demographic, psychographic, geographic, and behavioral segmentation strategies that cater to diverse consumer needs. The conclusion emphasizes H&M's success through tailored marketing strategies and product offerings, allowing it to maintain relevance in the competitive fast-fashion industry.
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
0% found this document useful (0 votes)
25 views3 pages

Case Study - Market Segmentation

The document discusses market segmentation, defining it as the process of dividing a market into sub-groups based on shared characteristics. It provides a case study on H&M, highlighting its demographic, psychographic, geographic, and behavioral segmentation strategies that cater to diverse consumer needs. The conclusion emphasizes H&M's success through tailored marketing strategies and product offerings, allowing it to maintain relevance in the competitive fast-fashion industry.
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 3

V.

HARINI
122303044
II BCOM CORPORATE SECRETARYSHIP
SHIFT - I

PRINCIPLES OF MARKETING
ASSIGNMENT - 1
CASE STUDY ON MARKET
SEGMENTATION
COMPANY NAME : H&M
( HENNES & MAURITZ )
Introduction to Market Segmentation

Market segmentation is the process of dividing a broad consumer or


business market into sub-groups of consumers based on shared
characteristics such as demographics, psychographics, geographic
locations, or behavioral traits. This approach allows companies to
target specific groups more effectively, tailoring their marketing
strategies and product offerings to meet the unique needs and
preferences of each segment.

Company Profile: H&M

H&M (Hennes & Mauritz) is a global fashion retailer


headquartered in Stockholm, Sweden. Founded in 1947, H&M has
grown into one of the world's largest clothing retailers, with
thousands of stores in over 70 countries and a significant online
presence. The brand is known for its affordable, trendy fashion,
offering a wide range of clothing, accessories, footwear, and home
textiles for men, women, teenagers, and children.

Market Segmentation of H&M

1. Demographic Segmentation:
Age: H&M targets a broad age range, including teenagers, young
adults, and middle-aged consumers. The brand offers specific
collections for kids, teens, and adults, ensuring that each age group
finds suitable styles.
Gender: H&M provides fashion for both men and women, with
distinct lines for each gender. They also offer unisex collections,
catering to the growing trend of gender-neutral fashion.
Income Level: H&M targets middle-income consumers by offering
fashionable clothing at affordable prices. This strategy makes
fashion accessible to a larger audience without compromising on
style.

2. Psychographic Segmentation:
Lifestyle: H&M caters to various lifestyles, including casual wear,
office wear, party outfits, and activewear. They also have a
"Conscious Collection" for environmentally conscious consumers,
promoting sustainable fashion.
Personality Traits: H&M designs its collections to appeal to
diverse personalities, from those who prefer classic styles to
trendsetters who like to stay ahead of the fashion curve.
Values and Interests: The brand embraces inclusivity and
diversity, offering a wide range of sizes and collaborating with
different designers and celebrities to appeal to fashion enthusiasts.

3. Geographic Segmentation:
Region: H&M operates in various regions globally, adapting its
product offerings to suit local tastes and climates. For example, they
may offer more lightweight clothing in tropical regions and heavier
clothing in colder areas.
Urban vs. Rural: H&M primarily targets urban areas with a high
concentration of fashion-conscious consumers, though its online
store extends its reach to rural customers as well.

4. Behavioral Segmentation:
Occasion-based: H&M designs clothing for different occasions,
such as casual outings, formal events, and special holidays. They
frequently release new collections to match seasonal trends and
events.
Usage Rate: The brand targets both frequent shoppers who
regularly update their wardrobe and occasional shoppers looking for
specific items.
Loyalty Status: H&M rewards loyal customers with its loyalty
program, offering points, discounts, and exclusive offers to frequent
buyers.

Conclusion:

H&M's effective use of market segmentation has played a significant


role in its global success. By understanding and targeting specific
market segments based on demographics, psychographics,
geography, and behavior, H&M can tailor its product offerings and
marketing strategies to meet the diverse needs of its customers.
This approach allows H&M to stay relevant in a competitive market,
maintain customer satisfaction, and drive growth across different
regions and consumer groups. Through continuous innovation and
adaptation to market trends, H&M remains a leading player in the
fast-fashion industry.

You might also like