Sweden's Fast Fashion Brand &Nbsp; H&M

Stella Macartney once said that the reason why she chose to cooperate with H&M is to satisfy those who like her fashion but can not afford it.

H&M responded: "the secret of our popularity with well-known designers is that H&M has a wider customer base."

In November of 08, H&M announced that the target partner in 2009 was Matthew Williamson, a famous British designer.

The place where H&M designers work is called "White House", located in a low-key building in downtown Stockholm, Sweden, which covers almost all the mature designers and budding designers in Sweden.

Instead of picking in the flea market in London or in Paris's fabric market, H&M design director Margherita Van den Bosch (Margareta van den Bosch) will sit in the H&M "White House", leading H&M more than 100 designers to create a dream of parity for H&M food.

The H&M design team led by Margherita Van den Bosch (Margareta van den Bosch) treats H&M fashions like perishable fruits and keeps them fresh and flowing.

A H&M fashion from design to store in just 20 days, more than 1500 H&M stores worldwide update at this rate every day (faster than the Spanish brand fast fashion brand ZARA, but the price of ZARA is 30%-50% higher than H&M, the number of stores is less than H&M, and the cycle of similar clothes for GAP takes one month).

These rapidly emerging H&M fashions have blurred boundaries, which appear to be somewhat similar to the fashion trends released by the season.

But Margarita said that plagiarism is strictly prohibited. H&M's design team always looks for inspiration like street ants, concerts, movies and TV dramas and other possible places like the ants who can't stop. Sometimes, they don't even believe in T.

H&M also has some other taboos: products must not be allowed to have sex words, nor should they be overly avant garde.

"Only by being accepted by most people is the real fashion."

H&M did not spend much money in advertising. Kate Moss and Madonna were spokesmen for H&M, but the cost of these products did not pass on to the price of H&M products.

This is a strategy that is smart but hard to take. H&M has both accepted the masses and accurately grasped the main points of the shivering elite.

Michel Obama, the new first lady of the United States, wears Narciso Rodriguez on election day and wears H&M on ordinary days.

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Either buy the best, or buy the cheapest. There is no middle road to go.

But H&M unexpectedly twisted the ends together. It seemed that H&M was like a young girl. Her enthusiasm, vigor, and integrity were still puzzling the old people.

But Margherita Van den Bosch, H&M Margareta van den Bosch, does not agree with this analogy. She does not want to limit the scope to men or women, but rather "a kind of person, a person who pursues cheap and good products."

It's not H&M, but H&M's customers.

Why can H&M be so cheap? President Steffen Parson (Stefan Persson) has not forgotten the first overseas expansion of H&M in 1967. The store opened in London, and the founder's son was 29 years old. He took a pile of ABBA records to attract customers in the street.

This little thing always appears at the beginning of H&M's corporate culture. It means making a bow and frugal job after the event.

Now that the ABBA band is disbanded, H&M is hot. It is one of the fastest growing clothing brands in the world. Its market value is over 6 billion dollars, but the company members want to fly first class. Unless there is an emergency, taxi drivers are also not allowed to act. It is said that in 1990s, in order to cut down management expenses, Steffen Parson forbids management to use mobile phones, and nowadays only a few jobs can enjoy the privilege of mobile phones.

H&M buys the cheapest cloth and does not own its own factory. All OEM processing sites are chosen in the least expensive labor areas, such as China, Turkey, and H&M admit it frankly.

In 1997, H&M issued a commitment to mark all the products in the production area.

The declaration was rejected at the time when luxury brands were struggling to create a myth. Steffen Parson said: "the way to bring positive impacts to developing regions is to go there, buy their things and work for them."

H&M fans must read the key words:

* H&M design director: Ms. Margherita Van den Bosch (Margareta van den Bosch), 1987 ~ now

* H&M's current president: Steffen Parson (Stefan Persson), founder's son.

* H&M was founded in Sweden in 1947.

H&M founder Ohlin Parson (Erling Persson).

* H&M China's first flagship store opened in Shanghai in 2007.

* today, H&M has more than 1500 stores in 28 countries around the world, selling clothing and cosmetics.

* the business philosophy of H&M is to provide fashion and quality at the best price.

* H&M has nearly 100 designers who develop a H&M series of clothing for men, women, children and teenagers with a team of 60 print masters, about 100 purchasers and some budget controllers.

* H&M also sells cosmetics of its own brand.

* H&M's chain stores have new products every day.

* H&M also sells fashion through catalogues and the Internet.

You can shop in Sweden, Denmark, Finland, Norway, Holland, Austria and Germany's H&M Shop online online store.

* H&M does not own any factories.

Instead, it cooperates with some 700 independent suppliers in Asia and Europe.

* H&M has 20 production offices worldwide.