H&M – second largest clothing manufacturer in the world behind Zara.
The first store opened in 1947 in Västerås, Sweden, selling women’s clothing. The store was called Hennes.
The name was changed to Hennes & Mauritz in 1968 after the founder Erling Persson bought the hunting and fishing equipment store Mauritz Widforss. It was at this point that they began selling men's and children's clothing.
The Stockholm-based company currently has 2,800 stores in 48 markets and more than 104,000 employees.
$17 billion in annual sales
The company’s clothing collections are created in Sweden by approximately 150 designers and 100 buyers.
A product’s lead-time (production time) can vary from a couple of weeks to six months.
H&M outsources production to a network of 800 suppliers; 60% of the production takes place in Asia, the rest in Europe.
The target customers of H&M belong to the group of fashionable and trendy consumers who see shopping as a social activity providing pleasure in their daily life. They acquire the most fashionable clothes each season and want to follow the trends without investing a lot of money.
The thing I found most facinating when reading the description of H&M's customer. Shopping is defined as a hobby. Big stores like Zara and H&M are banking on that *hobby*.
I remember when a hobby was something like
dancing,
stamp collecting
or reading.
Now when I get together with a girlfriend it is often, "do you want to go shopping?"
Not that we need anything. That certainly hasn't stopped us from trying to find something that we think we need.
Happily we have been shopping more and more consignment stores. This *could* be defined more as a hobby. It takes a bit of skill. You need to know where to look. You never know what you will find. There is a thrill in discovering that one unique piece that no one else will be wearing. It's an added bonus that it costs way less than what you'd pay retail and you're helping to save the planet. (Well if you were really worried about it you wouldn't be out shopping in the first place… mea culpa.)
I started going "off" of H&M lately. Sure I'll take a looksie and see what they have every once in a while but I'm not sure if it's me that has changed or that the last 3-4 seasons I haven't liked anything that they have produced. I find that their merchandising is awful. Crowded racks piled full of disposable clothing with no space to walk might finally be wearing on me. I feel like I'm at one huge garage sale. It could also be that I can see every other person and their dog (or cat) wearing the same items from H&M. Whatever it is, H&M has left a bad taste in my mouth as of late.
Do you ever find that some of the stores you used to shop at are no longer attractive?
Laura @ Laura Wears says
Great post Suzanne. I have been trying to make a more conscious effort to stay away from so-called disposable fashion. Don’t get me wrong – I definitely have a few pieces from H&M, Zara, F21, Joe Fresh etc in my closet, but I try to limit it to that – just pieces. Not a whole new disposable wardrobe every season.
Jill says
What a great post. I don’t normally shop at H&M, the two in Manhattan I’ve been to are just too big, too overwhelming, and I’m with you, it all seems disposable. I did buy my daughter a cute outfit from an H&M and she has worn all three pieces so many times over the past year they seemed worth the purchase. I don’t like shopping for shopping’s sake, I am definitely the person that has an item in mind that I either want to visit to see if it’s worth the purchase (a Cartier Tank watch comes to mind!) or I’m on a mission, new pair of jeans and that’s it. Otherwise I would overspend! XO, Jill
Val Sparkle says
I’ve never really loved shopping for the sake of shopping. Certain stores I have had good luck with, and feel comfortable in, so I go to them pretty much exclusively now. Why waste time and feel uncomfortable?
Happiness at Mid Life says
I am so guilty of shopping as a “hobby” but now that I am addicted to Crossfit, I find less time to go shopping. As my closet begins to have less “gaps”, I find myself looking for more quality items instead. H & M has always been a tough store for me, I agree that it’s way too crowded. For me, it’s just too overwhelming with too much clothes and displays of items everywhere and not one place for jewelry or shoes.
Alice
http://www.happinessatmidlfie.com
Sue @ A Colourful Canvas says
You know, I’ve never found anything at H & M except for a tank, which I don’t even really like that much. And I was concerned when I read about the Joe Fresh connection with the tragic loss in India. I mostly thrift shop, but some basics like tees and jammies, I like to buy new. But, where to go? I used to buy Alfred Sung basics at Zeller’s but now we don’t have that either.
Sue xo
Kristian says
I rather like going to Zara’s and H&M, but this is because they are novelties for me. Neither store is anywhere within in even two days driving distance.. It is fun to see the different clothes from what is normally available but I have noticed the last few times I have managed to be in a store that I did not like the women’s items as much ( the men’s was great for the sheer fact they had tall and skinny sizes which never seem to be at any other store). But it could just be that particular store or buyer. Too hard to tell.
I no longer shop at Maurice’s .. I think I’ve grown out of their target age ranges but loved that store in high school..
Such an interesting article..Not sure how to feel about shopping as a hobby.. Blogging and even style blogging are hobbies so clothing is a part of that and therefore shopping too, but it is indirect.. Helps explains the consumer’s disposable tendencies I suppose….