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Segmenting Targeting Positioning

H&M segments the apparel market based on demographics, targeting fashionable consumers looking for trends at affordable prices. They focus on budget-minded and younger shoppers, especially women, in the lower middle class. H&M positions itself as a fast fashion retailer that offers on-trend styles at low costs, creating a value proposition for consumers who want fashionable clothing without high prices.

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Adi
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402 views

Segmenting Targeting Positioning

H&M segments the apparel market based on demographics, targeting fashionable consumers looking for trends at affordable prices. They focus on budget-minded and younger shoppers, especially women, in the lower middle class. H&M positions itself as a fast fashion retailer that offers on-trend styles at low costs, creating a value proposition for consumers who want fashionable clothing without high prices.

Uploaded by

Adi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Segmenting-Targeting-Positioning

Presented by-

1. Abutalib Ansari
2. Anam Kuwawala
3. Basit Ahmed Dhala
4. Faiz Farooqui
5. Imran Maniyar
6. Mansha Shaikh
7. Mohammed Daila
Apparel - Hennes & Mauritz

Segmentation
 The aim for H&M stores to be located in the best business location, whether in a big city
or shopping centre
 This has been a firm principle of H&M since the first store opened and is still true today
 H&M is now present in 24 countries in Europe, North America and Middle East
 Demographic segmentation international market, fashion for women , men, teenagers
and children
Apparel - Hennes & Mauritz

Segmentation
 Cool segmentation companies like H&M create value proposition for a different and
less-demanding group of consumers
 Behaviourial segmentation these consumer feel over served by the traditional
department stores, they cannot adopt mainstream shopping behaviours and thus prefer not
to shop at all
 By creating the environment in which shopping is similer but more exciting, H&M bring
these unique group of consumer back to the market
Apparel - Hennes & Mauritz

Targeting
 it emphasis on budget –minded shoppers
 Limited brands , H&M plan will create fesh look trends-based offering of signature styles
 The target customers of H&M belong to the group of fashionable and trendy consumers
who see shopping as a social activity provide pleasure in their daily life, who wants to
follow the trends without investing a lot of money
 The target market for H&M is for younger people.
Apparel - Hennes & Mauritz

Targeting
  Even though H&M offers clothing and accessories for all ages, their target market is
women. Women usually shop more for them, but also buy all their children’s clothing and
often their husbands as well. With their low prices H&M targets woman in the lower
middle class and working class, this is a concentrated targeting strategy. 
 Many single young women who always want to stay on top of the fashion trends are
constantly upgrading their closets with H&Ms new affordable items. 
Apparel - Hennes & Mauritz

Positioning
 New possible value difference and competitive advantages
loyalty cards
enhancement of marketing
games and awards
 To fashionable and trendy consumers who enjoy shopping , H&M is the fast fashion
clothing that offers fashion and quality at the best price

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