H&M's Videography

By azzahra.students | Updated: Sept. 23, 2021, 8:43 a.m.

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H&M
Hennes & Mauritz
Azzahra Trimillennia Soegoto
154800
H&M is a Swedish Global retail brand, the collection range of the company covers all age groups and offers high quality apparel and accessories for women, men teenagers and children.
H&M value preposition is centered on low prices in a good quality product, H&M also often collaborate with high fashion and top designer, such as Karl Lagerfeld, Stella McCartney , Kate Moss and Madonna, H&M has really created something unique. The fact that a company is offering low price products, doesn’t necessarily mean that the brand has to be a cheap one too.
Brand Value Proposition
Target Audience 
H&M targets the C2DE demographic, as the clothing is cheap and targets those of a low income, specifically students, or those who may be unemployed. It is clear that they target young people, especially women aged 16-30 years old, as they often have collaborations which pop stars such as Shawn Mendes and Ariana Grande, who appeal to this young audience. H&M also has a wider audience than competitors such as PLT, as they have ranges for other age groups and genders, such as the children’s and men’s range. Their wide target audience allows them to attract more people to both their website and high street stores, yet it is clear that young women are their ideal customer, as they target most of their clothing towards them.
REACH 
H&M use social media platforms, websites and apps to create awareness to their customer
ACT
H&M promotes their blogs, wikis and website provide a platform for its users to review and rate its products and services
CONVERT
Purchasing from Website and app
Purchasing from the physical store
ENGAGE

Offer the customers new products for each season and having a collaboration with high-end designer  and loyalty member card
RACE Framework 
KPI & Target
REACH 
ACT
CONVERT
Site visit
Click Through Rate
Followers
Customer engagement rate
Customer time on page 
Revenue per visits
Conversions rate
Customer satisfaction
ENGAGE
Increase 70% followers
Increase 80% site visit
Increase 80% brand awareness

Increase 80% social media 
Increase 80% conversions rate
Increase 80% Customer satisfaction
User persona type
Clara Alderaan
"Fashion is a way to say who you are without having to speak"
Age            : 24
Work         : Fashion Blogger
Family       : Single
Location   : Paris, France
Character : Feminine

BIO
Clara is a fashion blogger. She loves fashion and she loves to 
share with people about her interest. She is currently living 
in Paris, with goals to be able to create her clothing line
Demographics
Morisca Latjuba
"everyday is a fashion show and the world is the runaway"
Demographics
Age            : 30
Work         : Content writer
Family       : Married
Location   : Paris, France
Character : Edgy

BIO
Morisca currently work as a content writer high-end magazine in Paris. She loves fashion and she loves to share with people about her interest. with her goals to become the fashion influencer.
Clara and Morisca Journey
3
1
2
Clara and Morisca try to find the clothing that suits them well with their characters through soc-med, websites and apps.
After take a look the reviews and comparing it to others competitors they decide to choose H&M as a consideration.
After seeing the review from the H&M's customers that attracts them to make a purchase through the onilne websites and physical stores
Clara and Morisca Journey
4
5
After purchased in H&M clara & Morisca trying out the product based on the quality and price and decide whether they decide to be a loyal customer or not 
After having satisfaction with the products, Clara and Morisca become a loyal customers and and offered membership card which includes a discount, point and reward.
Thank You for watching!

H&M's Videography

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