‘Clearer in our identity’: H&M on the ‘reignition’ of its marketing activity
After a challenging few quarters, H&M is stepping up marketing efforts to drive sales in the short and long term.
Last month, H&M committed to a “significant increase in marketing costs” from autumn onwards, with an aim to “strengthen the brand” after a challenging quarter in which sales were flat. A profit warning followed.
Paulina Kårelius, head of customer activation & marketing for North Europe at H&M sees the increased marketing spend as being intentional to deliver consistently to its target audience – which she defines as “the fashion aspirer”, a “slightly younger woman who expresses herself through fashion”.
“As a business we’ve tried to move back and have fewer, but bigger and better, focuses that are impactful. For marketing, that’s our seasonal campaigns and designer collaborations. Being able to focus our efforts on our target customer has helped us be clearer in our identity,” Kårelius told Marketing Week.
