H&M is a old fashion brand which is founded in 1947 (History, 2016), and becoming a pioneer of design in fast fashion area. Following the fast development of digital technology, H&M focus its business strategy on internet and social medias such as online store, official website and other official accounts in Facebook, Twitter, Google+, Instagram, Youtube, especially for Chinese consumer, H&M open official accounts in Weibo and Youku. The brand uploads their advertisements, promotions, and information about their products and brand activities. Internet helps H&M communicates with consumers deeply and get their feedback quickly and widely.
Digital media provides a space for people to share their ideas, characters, and to be anyone they want to be, which called digital identity. It is same for fashion companies, for example, H&M build its brand identity through social medias by posts its products, ideas of design, and activities. On H&M Facebook page (Figure 1), it posted new advertising and posts of new products, collocations with its items, and some videos from fashion shows to fully introduce the brand and brand ideas of fashion and design. According to these official media pages, followers involve in brand development and have clearly ideas about H&M. Social media plays a significant role in H&M business and H&M brand identity.
Figure 1: H&M Facebook https://www.facebook.com/hmunitedkingdom/photos_stream?tab=photos_albums [Accessed 04 March 2016]
Referecnces list:
History. (2016). [online] About.hm.com. Available at: http://about.hm.com/en/About/facts-about-hm/people-and-history/history.html#cm-menu [Accessed 3 Mar. 2016].
Posted by Danyu Zhu
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