h&m fashionRequest for proposal

blackdendle

problem

H&M lacks relevance with the influencer set

18 - 24 years old highly social, highly visible and like music, art and film.

objective

Only by first addressing brand perception, will we be successful in launching the new show range.

This way we’ll hopefully sell more than just shoes.

make H&M cool

audience

Technology has enabled young people to move beyond customizing (i.e. just their clothes / phones) and actually enabled them to completely re-interpreting the culture around them.

This in turn has also changed expectations about how brands should act and react.

H&M = fast fashion

brand

The problem with this is that H&M is always one-step behind the bleeding edge of fashion and culture.

H&M offer fashion and quality at the best price. Taking inspiration from the latest catwalk and street fashion trends and bringing it to the world.

insight

For young people;

Fast fashion isn’t fast enough.In today’s world what’s relevant is what’s right now.

Strategy

In order to be more relevant we need to shift from thinking of H&M as a fast fashion brand to an agile fashion brand.

fast fashionagile

Strategy

• Opening up the inspiration and design process

• Creating, as well as curating, fashion trends

• Acting and reacting to people and culture

FastReactionaryNarrow One-wayPlay Safe

AgileProactiveOpenInteractiveSmall bets

how

3 ideas:

Street Studio Story

Idea 1

Street

From the street

Capture the latest fashion on the street, by mounting cameras outside H&M retail locations for example. Content could analyzed and used to create a snapshot of hottest trends, colours and styles in different locations around the world.

idea 2

Studio

Kickstarter for Fashion

Create a platform to give aspiring fashion designers the ability show their creations to the world and, if there is enough interest, H&M could help bring them to fruition.

idea 3

Story

Made in the now

Create or curate products and styles, based on topical stories, news or memes. From celebrity scandals to political commentary to natural disasters.

thanks

blackdendle