The mass market is truly the place where the fashion industry is able to generate millions in profit on an annual basis. Apart from the luxury sector, the business of selling everyday clothes to everyday people is just as challenging as trying to sell haute couture garments to wealthy individuals. The average consumer might not be able to afford a garment from Chanel or Prada, but he or she still wants to make sure that they can look stylish at a price range they can conceivably afford. It’s a good thing that H&M is a brand consumers can trust because they offer fabulous fashion without the exorbitant price tags.
H&M is a Swedish global retail brand with a finger constantly on the pulse of fashion’s beating heart in order to source out trends and styles that even fashionable people with a budget can buy. The collection range of the company covers all age groups and offers high-quality apparel and accessories for women, men, teenagers, and children. 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 establishing themselves as a key player in the fashion industry.
The company was founded in 1947 by Erling Persson with the very first shop established in Västerås, Sweden. The original name of the business was called “Hennes” (pictured below), which is Swedish for “hers”, as the store at the time exclusively sold womenswear. It wasn’t until 1968 when Persson acquired the hunting apparel brand Mauritz Widforss that he changed the name of the company to Hennes & Mauritz to reflect the brand’s inclusion of menswear into the product range. Soon after the merger and the official rebranding into the shortened H&M, the company’s expansion gradually began to expand outside of Sweden’s borders.