ONLINE STRATEGY – ITS ‘BRICK’ FOR THE SWEDISH GIANT
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.•••