As far as making the brand name more well-known, we suggest the company utilize more
advertising opportunities. To create more national brand awareness, we suggest they place
advertisements in all of the well-known fashion magazines. We also suggest that H&M place
advertisements during popular teen and young adult television shows in the United States.
Another useful advertising outlet is online. We suggest placing ads on all of the popular
websites including: teen chat sites, Facebook, etc. Basically, in online websites the target market
would be frequently visiting.
The second objective of our marketing plan is to focus some advertising towards the fact
that H&M’s average sale prices are often lower than those of their rivals. (Capell, 2008, pg. 11)
H&M relies on relentless focus on cutting costs, and the executives in the company buy as
cheaply as possible and keep overheads low. (Capell and Khermouch, 2002) The advertisements
focusing on projecting H&M’s cheap, yet quality, apparel image will help keep the brand image
positive amongst their teenage consumers, who are in search of a better value for a cheaper price.