Target Market
The target customers of H&M belong to the group of fashionable and trendy consumers who see shopping as a social activity providing pleasure in their daily life. They acquire the most fashionable clothes each season and want to follow the trends without investing a lot of money. In order to fulfill the needs of the customers, H&M launched EDLP (Every Day Low Prices) products. In addition, they invited the top fashion designers in the industry such as Karl Legerfeld to be their partners for designing the new collection. As shown in the emotional curve, there are two pleasure peaks happening in the process which are psychological identification and product price. As a result, we believe H&M is successful in making the combination of the best design under the name of an inexpensive clothing label. In fact, to maintain the low price policy, H&M has to give up the customer service. Fitting and cashier usually have long queues. Sales staff is relatively less as compared to the number of customers. It is not easy to get help when you have encountered problems or issues.