ON­LINE STRAT­EGY – ITS ‘BRICK’ FOR THE SWEDISH GI­ANT

Shoes & Accessories - - Research -

H&M sees on­line shop­ping as a nat­u­ral ex­pan­sion of their busi­ness and the brand has gone on­line in 35 of its 64 mar­kets. Get­ting on­line through its own web­site has helped H&M get more cus­tomers and it has be­come one of the most vis­ited fash­ion web­sites in the world.

How­ever, en­ter­ing In­dia through the FDI route ini­tially did not al­low H&M to do sales on­line, but now since the FDI rules have re­laxed, the brand has come up with their own re­tail por­tal in In­dia as well. Though one might have to wait a lit­tle while till H&M’S on­line plat­form goes live for shop­ping, since the present-day strat­egy of the re­tailer is to fo­cus on ex­pan­sion of its brick-and-mor­tar for­mats in In­dia. The hugely pop­u­lar brand to­day has stores in all met­ros like Delhi, Mum­bai, Mo­hali, Ban­ga­lore, Chen­nai and Pune and en­vis­ages huge busi­ness op­por­tu­nity in Tier II and Tier III mar­kets in In­dia.•••

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