Pr plan for launching h&m’s 2023 lunar new year collection

2008: H&M opened its first Japanese store in Tokyo and acquired the fashion firm FaBric Scandinavian AB, which comprised the brands Weekday, Monki and Cheap Monday.. Product Today the H&

HO CHI MINH CITY OPEN UNIVERSITY FACULTY OF ADVANCED STUDY

PR PLAN FOR LAUNCHING H&M’S 2023 LUNAR NEW YEAR COLLECTION

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I Introduction

1 H&M company

H&M is a Swedish global retail brand with a finger constantly on the pulse of fashion’s beating heart to source out trends and styles

1.1 Foundation

The Foundation of the company was founded in 1947 by Erling Persson with the very first shop established in Vasteras, Sweden The original name of the business was called “Hennes” which is Swedish for “hers”, as the store at the time exclusively sold womenswear

1.2 Evolution and Expansion

H&M entered the new millennium by making another significant milestone:

1947: The first store opened in Vasteras, Sweden, selling women’s clothing The store was called Hennes

1952: Hennes opened in Stockholm

1964: The first store outside Sweden opened in Norway

1968: Founder Erling Persson bought Mauritz Widforss, a hunting and fishing equipment store Sales of men’s and children’s clothing began The name was changed to Hennes & Mauritz

1974: H&M was listed on the Stockholm Stock Exchange

1976: The first store outside Scandinavia opened in London, the UK

1977: Impuls stores, focused on teenagers, were launched Sales of cosmetics began The 1980s: Stores opened in Germany and the Netherlands H&M acquired the mail-order company Rowells

The 1990s: Progress continued in Europe with the opening of the first store in France in

1998 Newspaper and magazine advertising was complemented by outdoor advertising featuring famous models In 1998 H&M online shopping began

Spain In subsequent years, H&M opened in more European markets

collaborations followed with Stella McCartney, Viktor & Rolf, Madonna, Roberto Cavalli, Comme des Garcons, Matthew Williamson, Jimmy Choo, Sonia Rykiel, Lanvin, Versace, Marni, David Beckham, Anna Dello Russo, Maison Martin Margiela and Isabel Marant 2006: A major expansion of online and catalogue sales began with the Netherlands as the first market outside the Nordic region The first stores in the Middle East opened via franchise

2007: The first Asian stores opened in Hong Kong and Shanghai In the same year, the new concept store COS was launched The expansion of online and catalogue sales continued with the inclusion of Germany and Austria

2008: H&M opened its first Japanese store in Tokyo and acquired the fashion firm FaBric Scandinavian AB, which comprised the brands Weekday, Monki and Cheap Monday 2009: The first H&M stores in Russia opened Beijing also got its first H&M and Lebanon became a new franchise market H&M Home was launched Weekday and Monki opened in Germany

2010: The first H&M stores in South Korea and Turkey opened Israel becomes a new franchise market Online shopping starts in the UK The first H&M Home stores open outside Sweden Monki moves into Asia with a store in Hong Kong H&M becomes the world’s largest consumer of organic cotton and continues to increase its use of sustainable materials in the following years

2011: H&M opened in Romania, Croatia and Singapore, as well as via franchises in Morocco and Jordan COS opened in Sweden, Monki and Cheap Monday in the UK The H&M Incentive Program — a reward and recognition programme for all employees — starts COS and Monki launched online shopping in 18 markets

2012: H&M opened in Bulgaria, Latvia, Malaysia and Mexico, and via franchise in Thailand COS opened in Finland, Italy, Poland, Hong Kong and Austria, and opened via franchise in

Estonia, Lithuania and Serbia Indonesia became a new franchise market H&M introduced online shopping in the US The other store of brand was launched in several European countries COS, Monki, Weekday and Cheap Monday also opened in new markets Weekday and Cheap Monday launched online shopping A global clothing collecting initiative started in selected stores

2017: H&M established its presence in Vietnam on September 9, 2017, with the opening of its first store at Vincom Dong Khoi (District 1, Ho Chi Minh City) Vietnam is H&M's 68th global market and 4th in Southeast Asia

The second store in Vietnam, and the first in Hanoi, opened on November 11, 2017, at Vincom Mega Mall Royal City (Thanh Xuan district)

H&M currently operates 12 stores in Vietnam, with five in Hanoi, four in Ho Chi Minh City, and three each in Can Tho, Da Nang, and Ha Long

1.3 Product

Today the H&M Group offers fashion for everyone under the brands of H&M, COS, Monki, Weekday, Cheap Monday and Other Stories, as well as fashion for the home at H&M Home Outside of their main product lines, H&M also showcases items such as home furnishings and beauty cosmetics to help diversify their product range to consumers Their focus on providing affordable yet stylish fast fashion has enabled them to acquire a huge international following and establish themselves as a key player in the fashion industry Hennes & Mauritz

AB is engaged in the sale of clothing, accessories, footwear, cosmetics, and home textiles

2 H&M's 2023 Lunar New Year collection

H&M!'s 2023 Lunar New Year collection incorporates traditional Lunar New Year images such

as peach blossoms and watermelons, as well as the custom of releasing carp to send the kitchen god to heaven, as well as simple familiar activities such as cleaning the house to welcome Lunar New Year and listening to music to welcome spring

2.1 Womenswear

The womenswear collection incorporates a variance of colors representing 2023, the Cat Year The cat has been used as inspiration for various designs such as colored stripes, hand-

4

the cat The tiny bear print brings denim shirts and fleece jackets to life, making it fun to relive your childhood on New Year's Day Accessories, berets, beanies, and bags round out the look for women who like to express themselves

2.2, Menswear

For menswear, vintage college style blends perfectly with streetwise fashion Colors include red, denim blue, dark green and orange, with a touch of bright yellow or an all-over print The collection features essentials like denim hoodies, coloured sweaters and pants, as well as work jackets, polo shirts and printed shirts that can be worn on different occasions during the Lunar New Year Some of the pieces capture iconic baseball elements, ingeniously blended with details such as letter and number patches, releasing energy and vitality to unlock the possibilities of the Year of The Cat

2.3 Kids

H&M’s 2023 Lunar New Year collection also features fabulous festive looks for kids Lovely red dresses and doll-collar knitwear for the girls, while the striped jacket and printed sportswear highlight the energetic personalities of boys The lotus-coloured cardigan and white shirt are trimmed with exquisite Cheongsam buckle details The hair accessories for girls are full of traditional elements that represent good health and well-being

Il The content of the PR Plan

1 SWOT Analysis

1.1 Strengths

H&M has a strong point which is a high reputation The brand is the second-largest fashion retailer in the world It was categorized as the 37th world’s most valuable brand in 2020 by Interbrand and ranked the 23rd top global retailer in 2022 by NRF

Another, the main reason for the success of the brand is the fast fashion model Fast fashion can be defined as cheap, trendy clothing that samples ideas from the catwalk or celebrity

culture and turns them into garments in stores in a short time It suits the constantly changing fashion trends nowadays

men, women, teens and kids It has a wide range of products other than clothes as well, including cosmetics, accessories, shoes, and so on The company operates in 74 countries with more than 5000 stores and specifically, it has 12 stores in Vietnam It also has a strong online presence with an online shopping system in 52 countries The e-commerce store helped the clothing fashion brand minimize losses during the covid-19 pandemic

1.2 Weaknesses

H&M does not own any factories directly, its products are produced by more than 800 independent suppliers and production units, mainly in Asia and Europe They provide the brand with an option of cheap labor and increase its profitability But it makes the company completely dependent on third-party suppliers and manufacturers; thus, the company has lower control of production

Due to its fast-fashion model, H&M relies heavily on current trends set by other famous designers and retailers for its products Sometimes those trends have become obsolete for many customers This situation leads to the products not attracting customers and giving a chance to other competitors to show new trends

H&M has an online shopping system in 52 countries, but it is not available in Vietnam This makes it impossible for people far from the store to buy goods and if they buy products on the company's online website, they must be ordered from overseas systems and delivered to Vietnam with an extra shipping fee

1.3 Opportunities

Vietnamese people have a tradition of buying new clothes and discarding old clothes during Lunar New Year as a way to get good luck H&M intends to launch a collection that combines traditional elements with red as a predominant color This is very suitable for the needs of consumers, so it has a lot of potentials to increase sales on this occasion

Furthermore, the covid 19 pandemic has changed consumers’ habits, they stay at home more and buy goods through sales channels such as tiki, lazada, and so forth However, H&M

consumers or purchase methods through Facebook or Instagram

In addition, consumers tend to consider many designs before making a purchase decision so

if H&M can overcome its weaknesses in uninspired fashion and increase the amount of product design, it will open up new opportunities for revenue improvement

1.4 Threats

The apparel industry is subject to quick changes as trends keep changing quickly Social media have also played a part in quickening the process of changing trends Therefore, H&M has to deliver according to the new trends in the market or else it can lag behind in the industry

Also, the apparel industry is always subject to intense competition from local as well as global brands H&M faces competition from new and old brands such as Zara, Uniqlo, Gap, Boohoo, and so on The brand is competing with them on various levels like price, quality, marketing, promotion, and design

Counterfeits and fake products are very common in the fashion industry In Vietnam, the market is full of fake domestic brands and products that imitate world-famous brands H&M has faced numerous difficulties in terms of profitability and customer trust

2 Goals

Promotion of H&M's 2023 Lunar New Year collection: With vibrant red as the main color, combining traditional and contemporary Lunar New Year elements to create a new look for the new year Characteristic elements of Lunar New Year such as peach blossom, watermelon, the custom of releasing carp to see Kitchen God off to heaven or simple familiar activities such as cleaning the house to welcome Lunar New Year, and listening to spring's music also strongly inspire this unique design

Besides, the company can sell more products to get higher revenue and also increase the brand's popularity and convey the unique fashion style and the company's image to the

3.1 Target market segment

Large cities such as Hanoi, Ho Chi Minh, Da Nang, Can Tho and Ha Long where there are stores of H&M These are densely populated cities, so it will be convenient for promoting products to the majority of consumers In addition, these cities all have developed economies, so the income of people is also more secure, so they will have a higher shopping demand

3.2 Characteristics of Target publics

The target publics are children and young people from 8 to 30 years old who are pupils, students or people with a fairly stable income In the psychological aspect, this is the appropriate age group, with an interest and love for clothing products with unique, dynamic and youthful styles Besides, they tend to be strongly influenced by KOLs and attracted to product advertisements via video on social media In the consumer behavior aspect, they are

a group of potential customers with a large number and demand for clothes for the Lunar New Year

4 Objectives

- Increase public awareness of the brand and get 20% of the target public to know about the company's new collection

- Create the image of H&M's 2023 Lunar New Year collection is a product line with new features with a unique style and good quality

- Create for the target audience and consumers love and have a good impression of the collection, using it as a way of expressing their own individuality

- Increase the percentage of consumers in which about 15% of people know and sympathize with H&M's 2023 Lunar New Year collection of the brand

- Inform the public how to shop in person at the stores nationwide before and during the

© Media

- Get 25% of the target public aware of the collection through H&M's social media platforms (YouTube, Facebook, Instagram)

- Reach 1 million viral video views on YouTube, 1000 positive comments and 500 Facebook shares after the campaign launch

5 Strategies

- Key messages are the core messages the brands want their target audience to hear and remember "2023 Lunar New Year - H&M with dynamic mix-and-match style"- a combination

of traditional and contemporary Lunar New Year elements is the key message in this campaign that can be included in every post on social media platforms

- Increasing brand awareness and brand love is essential for H&M to always be the top concern of the audience

- Build long-term relationships and collaborate with domestic model faces representing different personalities and interests to share joyful New Year moments while conveying fashion style also strategically important Also, using influencers can help brands quickly reach the target audience, deliver messages to a dedicated audience, and increase brand awareness

The use of social media platforms to communicate with customers in order to enhance brand awareness, improve sales, and drive website traffic is known as social media marketing This includes sharing compelling content on the brand's social media sites, listening to and engaging consumers, assessing outcomes, and executing social media marketing Most top brands in Vietnam connect with their clients largely through social networking sites (Facebook and Instagram) and video sharing sites (Youtube) Almost every firm has a Facebook fan-page with frequent activity to present their marketing strategies

Similarly, H&M Vietnam makes use of social media channels such as Facebook, YouTube, and Instagram with attractive posts which have content and pictures about the collection and