Munich Personal RePEc Archive

Fast-Fashion Labels Industry: Strategy Evaluation of H&M

Ullah, Nazim (2021): Fast-Fashion Labels Industry: Strategy Evaluation of H&M.

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The importance of a corporate strategy hinges on its being an effective means to allocate a company's resources, establish business expectations and improve a company's competitive position, as well as increase shareholder value to something beyond the sum of its physical assets. The purpose of the study is to analysis industry external and internal environments, its capabilities, and capacities of H&M and to identify and investigate the acknowledged and undeclared strategies that are being applied by the H&M. To analyze the objectives of the study, several tools are applied namely SWOT, Porter’s 5 force model, PESTEL. The study find that H&M should follow CAGE approach, re-design R&D to measure the behavior of the consumers and their competitors, maintain a flexible strategic management approach so that any time they can change, strengthen their supply chain management and H&M should take more efforts on the fashion design and product more fashionable clothes with the cheaper price to attract own specialized customers.

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