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H & M, also known as Hennes & Mauritz AB, is a well-known Swedish multinational retail-clothing company that has gained popularity for its trendy fashion offerings for men, women, teenagers, and children. What started as a single womenswear store in 1947 has now evolved into a global brand that caters to the entire family's fashion needs, including home products. The company's core business concept revolves around providing customers with unbeatable value by offering fashion and quality at the best possible price. This is achieved through various strategies such as minimizing middlemen, possessing a deep understanding of design and fashion, sourcing products from the right markets, and maintaining cost-consciousness at every stage of production.
In addition to its business model, H&M is guided by seven core values that shape its operations and culture.
These values include keeping things simple, being straightforward and open-minded, constantly seeking improvement, fostering an entrepreneurial spirit, being cost-conscious, promoting teamwork, and having a strong belief in people.
One of the key aspects that sets H&M apart is its commitment to quality testing and sustainability.
The company places a strong emphasis on ensuring that its products are produced with minimal environmental impact and under fair working conditions.
While H&M does not own any factories, it outsources its production to independent suppliers.
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Similarly, the company does not own its retail stores but rents space from international and local landlords. As of 2011, H&M operates in 43 countries and employs approximately 94,000 individuals. By the end of 2011, the company had 2,325 stores, which increased to 2,629 stores by the end of August 2012. H&M is recognized as the second-largest global clothing retailer, following Zara, and is the leading user of organic cotton worldwide.
When it comes to logistics, H&M's operations are structured around two main departments: Procurement and Production.
The Procurement function focuses on understanding customer needs, fashion trends, and product range composition.
The company's clothing designs are developed in Sweden by a team of internal designers, pattern designers, and buyers. H&M's production process is customer-driven, with a strong emphasis on research and forecasting of emerging trends. This involves traditional research methods as well as innovative approaches like monitoring street trends. Central staff and national offices play a crucial role in identifying and capitalizing on new fashion trends.
H&M works with approximately 750 suppliers, with 60% of production taking place in Asia and the remainder in Europe. The company's 21 production offices act as intermediaries between the internal buying department and external suppliers. These offices ensure that orders are placed with the right suppliers, oversee the production of goods in terms of price and quality, and enforce the company's code of conduct. They also handle the testing and inspection of sample garments to streamline the production process and reduce lead times.
Over the years, H&M has invested in continuous IT developments to enhance its logistics operations. While inventory management is primarily handled internally, transport logistics are outsourced to third-party providers. In terms of distribution, H&M utilizes sea transportation to ship finished products to a distribution center in Germany, which serves as a transit hub. This center receives goods from suppliers worldwide and then allocates them to stores or a centralized warehouse based on demand. The warehouse plays a critical role in managing inventory levels and replenishing stock in stores according to sales trends.
Overall, H&M's success can be attributed to its strong focus on customer value, quality, sustainability, and efficient logistics operations. By staying true to its core values and continuously adapting to changing market trends, H&M has established itself as a leading player in the global fashion industry.
H&M: Leading the Fashion Industry with Trendy Clothing for All. (2016, Nov 27). Retrieved from https://studymoose.com/history-of-hm-essay
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