ZF English

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

Autor: Cristina Stoian

04.10.2010, 00:04 60

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


H&M's policy of strongly entering a new market with severalopenings at the same time will also be applied in Romania, with thefirst stores due to deliver thousands of low-price products on atotal area of around 10,000 square metres.
"We will open six stores in the spring of 2011 for which we'vestarted recruiting personnel, but it's too early for us to offerdetails about our launch strategy," H&M representatives toldZF.
Some retailers will change the type of products in their own storesor renegotiate contracts with suppliers to copy the Swedishretailer's model.
The price component, though important, being the most visibleelement at the moment one enters a H&M store, is not the onlyone making the Swedish brand stand out from other fashionbrands.
The opening and maintenance of a store takes time and a whole teamof specialists working out every detail, lights, music, colours,perfume, product positioning.

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