There has been a growing interest in the use of social media marketing among fashion brands. As a fast-fashion brand, H&M has a big number of consumers to follow. Similar to other brands, H&M has its own online store providing a convenient access to their products and service. There are three sections in its online store : H&M BEAUTY, H&M SPORT and H&M LIFE.
The link address could be found in different social media platforms for consumers to enter. Additionally, the products are priced with discounts and there are some gifts for customers. During the recent years, H&M has cooperated with many luxury brands, like Alexander Wang(2014), MAISON MARTIN MARGIELA(2012), Versace(2011) and David Beckham(2015).
This method of Cross
brand cooperation has created a beneficial effect, which attracts a huge number of fans.（Wigmo,2010)H&M is very active on Facebook and has over 1,350,000 fans. The pages of H&M has 1534 photos, which consists of its own products ads, fashion trends and, special events and activities. The photos are uploaded by H&M's staffs and fans wearing H&M clothes. H&M has used the social media to improve the quality of brand by creating more opportunities to communicate with its customers and fans, aggregating feedback and suggestions and taking advantage of them.
Reference：
Alexa. (2009). Top Sites in Sweden. Fetched 2009-11-20, from
Brown, C. (2009). How to use Facebook for Marketing Your Business: Fetched 2009-11-24
Mcivor, C. (2009). Guidelines For Turning Twitter Into An Online Marketing Tool. Fetched
2009-11-22, from: http://christinemcivor.com/guidelines-for-turning-twitterinto-an-online-marketing-tool
Wigmo J, Wikström E. Social media marketing: What role can social media play as a marketing tool?[J]. 2010.
Posted by MINGXIN ZHANG
Posted by MINGXIN ZHANG
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