H&M: Becoming a household name

Published, 1 year ago

H&M, the multinational Swedish clothing brand is one company that we can confidently say has paved the way for many Scandinavians in the fashion industry. It’s managed to make a name for itself in the fashion niche that is often dominated by Italian, French and American brands.

H&M (Hennes & Mauritz) came into being in the year 1947. At that time of its birth, it was simply called Hennes which stands for “hers” in Swedish, so-called because when the company was formed it only catered to women.  Founded by Erling Persson, his inspiration to form Hennes came from his post Second World War travels in North America where he was exposed to the concept of high volume, efficient stores.

Like many entrepreneurs, when Erling Persson formed H&M his primary goal was to solve a problem of his time, notably a lack of affordable and quality women’s clothing. From his study and research, he had come to the realization that women’s clothing was underserved in the Swedish and Scandinavian market at large. And so when he opened a woman’s clothing store in the town of Vasteras it became an instant hit. In the next 15 years after formation, Erling managed to expand and open stores in all corners of Sweden in such a way that Hennes became a household name.

HM2

Credit: H&M

In 1964, Hennes for the first time since its formation opened stores outside of Sweden, notably in Norway. This was the beginning of its expansion into becoming a truly European brand. By 1968, Erling Persson took Hennes a notch higher by buying another company called “Mauritz Widforss”; merging it with Hennes to create what we know now as H&M. Mauritz was a company that had a stock of men’s clothing and catered to mostly men that loved hunting and fishing. The merger of Hennes with Mauritz Widforss to form H&M marked the start of sales of men’s and children’s clothing for H&M.

In 1974 H&M made the bold move of listing in the Stockholm stock exchange. This gave the company the financial muscle needed to compete in the wider European market and expand whenever it needed. Thus it was not surprising when in 1976 it opened its first store outside of Scandinavia in London, England. The company helped boost its brand and image in the seventies by seeking endorsements from celebrities such as the Abba singer Anni Fryd Lyngstad. In the 1980s, H&M founder Erling Persson relinquished control of the company to his son Steffan Persson. The 1980s and 90s were marked by major expansion of H&M into the western European market. H&M even paved the way into ecommerce when in 1998 it began making sales online. The internet boom that was happening in the late 90s helped it grow in sales and profit more than ever.

HM3Credit: H&M

In the year 2000, H&M finally got a foothold into North America when it opened its first store in New York City along Fifth Avenue and by 2007, H&M went on to open stores in Asia in the mega cities of Hong Kong and Shanghai. This helped solidify its position as a true global brand. Presently, H&M continues to make a big impact in the fashion industry and is noteworthy for its philanthropy through its H&M Foundation. Through careful management and its philanthropic aspirations H&M has become, for many, a model fashion brand.

Do you shop at H&M? We would love to hear what you think about their current collections: contact@www.doenhoff.co.uk

Click here for more of our blogs: www.fashionrider.com/blog

Liked what you read? Share the article!

Share on facebook
Share on twitter
Share on pocket
Share on whatsapp
Share on linkedin

Get Noticed with Fashion Rider.

Get the recognition you deserve. Portfolio, Jobs, Social Media promotion and much more. All in one membership. 

You might also like

9 bad budgeting habits that you absolutely need to stop right now

You want to be financially responsible, but you struggle with sticking to a budget. It’s not your fault! You may be practising these 9 bad budgeting habits that are sabotaging your budget.

Read More

Upgrading your Website: 6 of the important things to consider Now

It’s so easy to get caught up in the excitement of a new website, but it’s important to take a step back and think through some of the finer details.
Upgrading your website can seem intimidating, but it doesn’t have to be. And if you do it right, you’ll have a website that’s not only a pleasure to use but also an asset to your business. Here are six of the most important things to consider when you upgrade

Read More

Six Trends To Watch In The Education Industry In Upcoming Years

Technology will surely play a huge role in the education system in the upcoming years. Changes might be fast and constant, so we might experience …

Read More

The Top 6 Effective Marketing Tips that will take your brand to the next level

Marketing can be so wide-ranging that it can be difficult to know where to start. However, we can’t ignore the importance of a robust marketing …

Read More

8 Tips to Boost your Income

Becoming a successful freelancer can take time, perseverance, confidence, and determination.  It can also be overwhelming. Stepping out on your own, pursuing what you love, and …

Read More

Fashion: Casino Attire

Going to a casino can be an exciting experience for first timers. However, this could also be stressful if you don’t know the proper attire …

Read More

Diversifying Your Income as a Fashion Professional

Hi, I’m Luisa Kearney, a professional fashion stylist and editor. I currently work full-time as a fashion blogger and stylist, earning a full-time income. Although …

Read More

6 best apps for 2021 you should have in your phone

Find apps for your phones can be time-consuming, which is why we bring you the 6 best apps for 2021 you should have on your phone this year.

Read More

Hip Hop Fashion, from streets to mainstream: 7 Interesting things to know

How rappers branded themselves revolutionized the business of hip hop fashion.

Read More

Subscribe to our newsletter today!

FASHIONSUPPORTSUCCESS

Promoting our members throughout the industry, providing exciting job opportunities and supporting them with increased visibility and valuable advice to ensure their journey is a long and successful one.

Fashion Rider
First Floor, Swan Buildings, 20 Swan St, Manchester M4 5JW

Subscribe to our newsletter today!

© 2020 Fashion Rider UK

We use cookies to offer you a better experience and analyze site traffic. By continuing, you consent to the use of the cookies following our privacy policy. You may choose to opt-out through our privacy policy page.