Author Archives: Jaiquan DIllard

The Joneses

H&M

H&M… Healing the World While Saving You Money

Bring in Your Unwanted Clothes for A Discount on Your Purchase

New York, NY: H&M takes sustainable fashion one step further. Customers can now bring in unwanted clothing and textiles in exchange for 15% off their next purchase. Any brand and fabrication. All are welcome.

H&M focus heavily on the environment and reducing the fashion industry’s carbon foot print. The company loves to upcycle and recycle. About 60% or garments sold are made from recycled textiles. Even packaging is made from recycled martials. Now customers can get in on the action while saving money at the same time.

All Customers have to do is bring in old unwanted clothes to any H&M location and drop it off at the bins labeled “ICO”. That’s It! An employee then gives the customer at 15% coupon. The coupon can be used in store and online the same day. There is no catch. There is no limit to how many coupons costumers can get. Not only are customers saving money, but the world as well.

H&M goal is to offer fashion, design, and services assessable to everyone while having a positive impact on the global community and environment. By 2040 they plan on:

Being a climate positive organization
100% of merchandise made from recycled or responsibly sourced marterials.
All stores and facilities to run 60% on solar power.

About H&M: H&M group is a family of brands which consist of Cos, Weekday, & Other Stories, ARKET, Monki, Afound, H&M HOME, and the most Famous H&M. Each brand has its own unique identity. However, they all have the same goal; to offer fashion, design, and services assessable to everyone while having a positive impact on the global community and environment.

Place

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For the first example, what were the main reasons that the firm reversed their decision and returned to their initial channel mix?

The main reasons the firm reverses their decision were profitability and brand integrity. The firm began to sell their jeans in discount stores. They sold more. However, at a lower price. So their profit did not increase that much. Because they were at discount stores, they lost their exclusiveness because a lot more people were able to afford them. This might upset loyal customers and cause them to purchase jeans elsewhere.

Do you agree with their decision?

I agree with their decision. It protects brand integrity. I love fashion. However, I don’t want something that many people will have. Although I love a good discount ( TJmaxx, Marshalls, Nordstrom Rack), I also want to feel exclusive. I believe this is why brands like Louis Vuitton and Hermes don’t sale their merchandise at discount stores or outlets.

In the second example, do you agree with their choice of channel for their new watches? Why?

I agree with the the second firm’s choice for their new watches. They are able to reach more consumers with a lower price and and generate more sales without altering their original brand’s integrity because the newer watches are under a different name. Companies to this a lot. Some examples are: Armani & Armani Exchange, Ralph Lauren & Polo by Ralph Lauren, and Versace and Versus by Versace.

Do you think that most of their existing jewelry stores will be willing to stick and sell these new watches?

I think that many of the existing jewelry stores will sell the new watches because it would bring the stores more sales. Because they are cheaper, the store can sell more of them and the the watches would be associated with its parent company. However, high-end jewelry stores who sell other brands such as Rolex and Cartier may not want to sell the cheaper watches do to their clientele.

What other channels (retailers) should they also consider?

For the cheaper watches the firm should consider department stores such as Macys and Bloomingdales. They could also consider discount stores such as tj maxx.

Consumer Decision Making

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For my stay in Utah, I wall be staying at the Salt Lake City Marriott City Center. When looking for restaurants I always search with these factors in mind: distance, pricing, customer reviews, and menu selection. So, I went directly to google and searched 84111 (hotel’s area code), Italian Restaurants. Distance is always the number one factor for me. I can save money on transportation and/or gas if I can walk to the restaurant. The search showed a little over a dozen Italian restaurants that I would be able to walk to in minutes. Usually when traveling I like to keep a budget. Therefore, I typically go for locations that have a casual setting because they are often less expensive.

One thing I love about google searching restaurants, is that you can filter the search to your specific wants and needs. So, I filtered my search from $(very inexpensive) to $$$ (about moderately priced). This narrowed down the selection to about have of what the original search showed. I then filtered my search even more by using ratings. I only wanted restaurants that had at least four-star overall ratings from customers. I’m a firm believer in rating and reviews. After all the filtering, three restaurants stood out to me: Stoneground Italian Kitchen, Cannella’s, and Vento Ristorante Italiano.

My next step was to look at the menus to see the selections and pricings. This is when I noticed Cannella’s was temporarily closed. This left me with only two options. Both were in walking distance and had above average ratings. However, while looking at the menus I noticed that Stoneground did not have wine on the menu. Because of this I choose to dine at Vento Ristorante Italiano. This restaurant met all my needs. It was a little more expensive and farther than Stoneground, but they served wine and had more desserts to choose from.

During this process I realized how picky consumers can be. I never realized how often I filter my searches when ever I’m looking to shop or travel. Companies like google, expedia, and amazon have these filters so that the needs of almost any consumer can be met. Everyone’s preferences and standards are different. Someone could do the exact same search as I did and end up dining at a completely different restaurant.

Ethics: H&M Group

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H&M group is a family of brands which consist of Cos, Weekday, & Other Stories, ARKET, Monki, Afound, H&M HOME, and the most Famous H&M. Each brand has its own unique identity. However, they all have the same goal; to offer fashion, design, and services assessable to everyone while having a positive impact on the global community and environment. As an employee of H&M, I witness this being implemented every shift.

H&M group has seven values in which we all live and work by to ensure overall goal is met.

We are one team – All employees collaborate by sharing skills, knowledge and experience. Everyone is helped and encouraged to achieve goals, while keeping both the company’s and customers best interest at mind.
We Believe in people – The workplace is built on integrity, respect, trust, and inclusiveness. Everyone can make a difference. (Most corporate level positions started at store level)
Entrepreneurial spirit – No matter what role or job title, everyone is encouraged to take on and look for new opportunities to boost business through innovation and creativity.
Constant improvement – H&M group never wants to be complacent. “Never stop, never settle, redefine the limits.
Cost-Conscious – All employees are expected to keep an eye on expenses and make smart, sustainable choices even in small task.
Straightforward and open-minded – Keeping an open. Everyone is encouraged to give and receive feedback.
Keep it simple – Most times the solution to a challenge is a simple one. Don’t over analyze.

H&M group focuses heavily on the environment. “H&M Group has had a dedicated team working with climate-related issues. Our ambition is to reduce our impact within and outside our own operations while driving change in the industry. As a global company and employer, we want to be part of the solution — not the problem.” (https://hmgroup.com/sustainability/circular-and-climate-positive/climate/) H&M Group has committed to becoming climate positive by 2040. Some actions they have taken to achieve this are:

Upcycling and Recycling – about 60% H&M garments are made from recycled textiles. They have a program in all H&M stores where a customer can bring in any old garment or textile and get 15% of their purchase. Packaging is also made from recycled and sustainable materials.
Only working with suppliers who fall in line with H&M group’s ethics – Suppliers must comply with all applicable environmental, health & safety, labor and social laws and regulations.
No endangered and/or vulnerable species* may be used in the production of our products.

I originally started working at H&M because I enjoyed the fashion they provided. However, the work environment and culture has kept me there. Working there honestly does not feel like work most of the times. I also see first-hand the steps taken to improve the environment. For example, all the stores in the U.S. are on energy saving timers. We hardly trash anything. When we are done with window props such as rugs, furniture, lights, etc., they are donated to schools, churches, community theaters. The benefits and invectives for employees are also enticing. Health care, dental, transportation, legal assistance, and housing are you a few things available to H&M group employees. I may be bias, but H&M group is one of the most ethical company to date.

MAR 100-1900 | Intro to Marketing | Professor Buckler | Fall 2021

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