H&M changes rules of the game in domestic fashion: aggressive marketing and cheap clothes

The arrival of Swedish H&M retailer in Romania in the spring of 2011 will dramatically change Romanian fashion retail and players on this segment will have to "reinvent' themselves to survive as shopping budgets are still low, according to consultancies and mall heads.

H&M's policy of strongly entering a new market with several openings at the same time will also be applied in Romania, with the first stores due to deliver thousands of low-price products on a total area of around 10,000 square metres.
"We will open six stores in the spring of 2011 for which we've started recruiting personnel, but it's too early for us to offer details about our launch strategy," H&M representatives told ZF.
Some retailers will change the type of products in their own stores or renegotiate contracts with suppliers to copy the Swedish retailer's model.
The price component, though important, being the most visible element at the moment one enters a H&M store, is not the only one making the Swedish brand stand out from other fashion brands.
The opening and maintenance of a store takes time and a whole team of specialists working out every detail, lights, music, colours, perfume, product positioning.