Swedish H & ampm Company (Hennes &; Mauritz AB) is the largest clothing retailer in Europe.
H & ampm is a fashion company from Sweden, which has branches in many countries in the world, including Europe and the United States, and is famous for its low price and good quality. H & ampm was founded by Erling persson in 1947. Hennes & The name H & ampm may be rarely mentioned in Asia, but it is a household name in Europe. Based on sales volume, H & ampm is the largest clothing retailer in Europe, and its performance continues to have a fever even in the cold economic environment. The company's women's bloomers are in short supply this season. H & Hennes & Moritz's history can be traced back to 1947: In the northern European and Swedish city of Ras, Vast, which was once a treasure house of medieval culture and trade center, a clothing store named "Hennes" appeared, and "Hennes" means "her" in Swedish. Obviously, "Hennes" is a store specializing in women's wear. ErlingPersson, the founder of Hennes, was originally a salesman in Westeros. It was an accidental trip that made him create this brand that he never expected. At that time, he was in the United States on the other side of the Atlantic, and saw that the clothing prices of local clothing stores were very low, but they could get considerable turnover. Persson realized that small profits but quick turnover was really a good idea. So, as soon as he returned to Sweden, he imitated the practice of American clothing stores and opened the "Hennes" women's clothing store. The business of "Hennes" soon flourished and its scale continued to expand. 1968 bought a shop called "MauritzWidforss". The main business of this store is to provide hunting supplies for customers, so there are also a large number of men's clothes in the products. The merger "MauritzWidforss" renamed Hennes as Hennes &；; Mauritz has continued to this day, and the clothing in the store has also begun to increase the series of men's wear. After 1982, Stefan persson, son of Erin persson, inherited the mantle and accelerated the pace of expansion in Europe. March 3, 20001day, H&; M even went out of continental Europe and opened the first American store on Fifth Avenue in Manhattan. Due to H &；; M's entrepreneurial idea originally originated from the United States, H&; M this move is undoubtedly playing tricks on others. Haines Morris Company is headquartered in Stockholm, and its important functional departments such as design and purchasing department, finance department, finance department, development department, exhibition design department, advertising department, public relations department, personnel department, logistics department, IT department and customer service department are all located in the headquarters. At the same time, the company has 15 offices around the world, and 22 production offices are responsible for communicating with about 700 suppliers. Of these 22 production offices, 9 are in Europe, 1 1 in Asia, 1 in Central America and 1 in Africa. Clothing industry is a loose industry. In every market, Haines Morris will face competition from international and local retailers, independent stores and department stores. In this regard, the company will pay close attention to every move of competitors, especially the price adjustment. But more importantly, Haines Morris pays more attention to his internal operation and tries his best to make his products the favorite of local consumers. Haines Morris fashion year is divided into spring and summer and autumn and winter. Purchasing activities are consistent with market orientation, and are constantly adjusted according to the data provided by sales stores around the world, such as what sells well, climate differences, shopping preferences, etc., so as to grasp the fashion to the greatest extent. The preparation time of goods varies from 2~3 weeks to 6 months, which is mainly determined by the attributes of goods. Short preparation time is not necessarily the best. The correct preparation time is to keep a balance in price, time and quality.
Edit this paragraph, the global fashion retail chain giant
The Trinity of Fashion, Quality and Price
The name of Haines Morris, a chain clothing store from Sweden, may be rarely mentioned in Asia, but it is a household name in Europe. Haines Morris is the largest clothing retailer in Europe in terms of sales volume, and its performance has continued to rise even during the economic depression. Haines Morris can sweep the streets of Europe, thanks to the company's three-in-one concept of taking into account fashion, quality and price, as well as the policy of active expansion. Parity is the path that Haines Morris has always chosen. The company was founded in 1947, and the founder is the father of current chairman Stefan persson. At that time, Haines Morris focused on parity. Because the retail industry in Sweden, like most European countries, has always been dominated by expensive department stores, Haines Morris suddenly made a splash in the market. After Pearson joined the company at 1972, he hoped that the company would not only advertise low prices, but also increase the characteristics of fashion and quality. Although many people think that these characteristics can't exist in a brand at the same time, Pearson thinks the company can. Later, Haines Morris promoted "providing fashion and quality at the most favorable price", which really gave the company another shot in the arm. Haines Morris has a wide range of goods, providing basic clothes that are popular among men, women and children, and selling cosmetics at the same time. The average price of clothes in the store is only 18 USD. The company believes that parity can enable consumers to go to the store to buy new products every year or even every season. This strategy is most attractive to 15 to 30-year-old female consumers, who once owned it, not forever, hoping to catch up with the fashion at any time. In order to reduce the cost and maintain the parity strategy, Haines Morris did not have his own clothing factory, and the manufacturing was completely outsourced to 900 factories. In order to get the best price, the company carefully selects the outsourcing targets, and these factories are scattered in 2 1 countries with the lowest wages in the world. Due to proper cost control, although the price of the company's products is low, the gross profit can still be maintained at around 53%. In addition to the price card, Haines Morris also plays the Volkswagen card. The company regards fashion as perishable food and must keep it fresh at all times, so the company strives to minimize its inventory and keep new products flowing. Therefore, new ideas must be quickly transformed into clothes, so that consumers can quickly buy clothes on the shelves and display them on the streets as fresh and fashionable clothes. In order to achieve this efficiency, all the clothes of the company are designed by 80 designers. The company works closely with suppliers to strictly control the whole process, and at the same time plays the role of importer, wholesaler and retailer, minimizing the number of people handling products and making the process more concise. Haines Morris reduced the time from design to shelf, and the shortest time was only three weeks, which was one of the best in the industry. Therefore, the company has the ability to launch products that meet the cutting-edge fashion at any time. In addition, the company analyzes the sales performance of each garment by country and store every day to know which products sell well. It needs to increase production immediately to make the supply of goods smoother. The company advertises that the store will replenish the products that consumers need most at present. In the spring of 2003, when Haines Morris opened its flagship store in new york, the company could even purchase goods every hour because of the crowd. A few days ago, Businessweek commented that Haines Morris "redefined the popularity of parity", which confirmed the possibility that the company believed that price, popularity and quality could coexist.
Actively expand the territory.
Haines Morris copied this three-in-one success equation to other markets in large quantities. Heinz Morris is from Sweden, but now the biggest market is in Germany. According to Forbes magazine, when Pearson took over the company from his father in 1982, Haines Morris had only 100 branches, and most of them were in Sweden. Now the company's ambition has spread from Europe to America, with more than 800 branches in 14 countries. Last year, 88% of its turnover came from foreign markets. In 2003, the number of newly opened branches of the company is expected to reach 90. The expansion rate of the company in the past six years is about 75%, and now the goal is to enter a new country every two years. On April 12, Swedish fashion retail giant Heinz Morris brand store officially opened in Huaihai Road, Shanghai. According to Haines Morris, its single-store daily turnover has reached 2 million yuan, equivalent to the sum of the daily sales of 200 China clothing brands. Keith Wills, an American European retail market analyst, commented: "No European retailer can expand overseas so quickly and successfully." Pearson said in an interview with Businessweek a few days ago that his father had questioned whether the company's expansion policy had gone too far. Sometimes he would ask Pearson, "Why are you in such a hurry?" After all, it was 29 years after his father founded the company that he opened his first foreign branch in London. Pearson said that his answer to his father was simple: "When you are hot, you can't stop and let the heat get cold."
Don't relax the details.
In addition to strategy, the execution of details is also an indispensable factor for Haines Morris's success. Nathan Cockrell, a retail analyst in London, said: "The way Haines Morris does business is to fight for money." Pearson looks and talks more like a financial expert than a retail tycoon. He personally controls the company's expenses. In order to reduce costs, Pearson even confiscated employees' mobile phones in the 1990s. At present, only a few executives in the company have mobile phones, and the company only encourages employees to take business class and taxis under special circumstances. Although we want to save money in small places, the company is very willing to give up on big things. Haines Morris spends 4% of his income every year as marketing funds, and the advertisements employ well-known photographers to take pictures. The company believes that shopping in Haines Morris must be easy and interesting, so the company attaches great importance to store design and product layout details. For example, the information conveyed by window decoration, the information marked on clothes, the design of fitting room and so on. In order to make it easy for customers to find stores, the company must find the best location at all costs when planning the location of new branches. The brand of this enterprise ranks 10 1 in the top 500 world brands compiled by the World Brand Lab in 2006.