H&M
H & M Hennes & Mauritz AB (H&M) (Swedish pronunciation: [ˈhɛnˈnɛs ɔ ma.ʊˈrɪts]) is a Swedish multinational retail-clothing company, known for its fast-fashion clothing for men, women, teenagers and children.
H&M exists in 57 countries with over 3,500 stores and as of 2015 employed around 132,000 people. The first store was opened on the high street of Västerås, Sweden in 1947. It had 2,325 stores at the end of 2011, 2,629 stores at the end of August 2012 and opened its 3,000th store in September 2013 in Chengdu, China. It is ranked the second largest global clothing retailer, just behind Spain-based Inditex (parent company of Zara), and leads over the third largest global clothing retailer, United States based Gap Inc.
The design team in the company’s Sweden office controls the steps of production, from merchandise planning to establishing specifications, and production is outsourced to approximately 800 factories in Europe and Asia. These facilities are used for horizontal division of labour, rather than being integrated.
History
In 1946 the company's founder Erling Persson was on a trip to the United States and came up with the business idea of offering fashionable clothing at attractive prices. In 1947 he opened his first shop Västerås, Sweden "Hennes", which exclusively sold women's clothing. "Hennes" is Swedish and means "for her" and/or "hers". In 1968 Persson acquired the hunting apparel retailer Mauritz Widforss, which led to the inclusion of a menswear collection in the product range and the name change to "Hennes & Mauritz" (H&M). In 1998, the company successfully gained control over the initials "HM" for its Internet domain HM.com.
Marketing
In 2008, the company used the song "Hang On" by British singer-songwriter Lettie as background music to its UK website. Their fashions have been featured in an interactive fashion art film by Imagine Fashion called Decadent Control. It premiered in March 2011 and stars Roberto Cavalli, Kirsty Hume, Eva Herzigová and Brad Kroenig.
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