The third objective of our marketing plan is to use the current economic slowdown as an
opportunity to expand by more easily securing lower-cost locations throughout the United States.
“As economic conditions worsen, H&M, which leases its store sites, is finding it easier to secure
prime locations at better terms, especially in the US.” (Capell, 2008, pg. 11) This will become a
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great advantage for H&M; hopefully once the economy picks back up, they can use the
opportunity to expand to cheaper locations for future growth in the brand.
Once H&M has utilized advertising to get their brand name more well-known to the
consumers, focus on informing the consumers about cheaper sale prices, and expand to lowercost
locations, the brand can prepare for future growth and even focus on developing their subbrands
and maintaining their acquisitions.