MARKET ANALYSIS H&M CLOTHING TO SELL IN INDIA

Market Analysis H&M Clothing to Sell in India

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MARKET ANALYSIS H&M CLOTHING TO SELL IN INDIA

INTRODUCTION
In the course of operations for any company in any industry, it is important that a company be in
a position to understand the dynamics that are operating in the immediate environment that it
operates. Market analysis is important for all types of business before a business engages itself
with making any decisions that may affect it in the course of operations. The benefit of
conducting a market analysis is mainly to identify those features that are existent in the market
that could affect the performance of a company when it comes to achieving its strategic goals
and objectives.
The ideal model that a market analysis follows is that of identifying the strengths, weaknesses,
opportunities and threats existent in the market that could favor or hinder a company from
growing into the industry. The SWOT analysis is the model used by many companies but other
supporting models that companies use are existent to ensure that the decisions that they
eventually adopt are suited for the company. Market analysis is therefore a documented
investigation adopted by a company to help in the making of vital decisions that are relevant to a
company.
Company & Industry Analysis
Background of H&M
Hennes & Mauritz AB, H&M is a multinational corporation that has its base in Sweden. The
company is a public company registered in the Stockholm Stock Exchange. Erling Persson is the
founder of the company establishing it in the year 1947 under the name Hennes. The name
Hennes, was a Swedish name for hers, typically deriving the notion that the company dealt
with women products. At the time of founding, the company initially handled marketing
womens clothing.
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MARKET ANALYSIS H&M CLOTHING TO SELL IN INDIA

In the year 1968, the company rebranded giving the company a different name, Hennes &
Mauritz, and soon after started diversifying with different products to not only include womens
wear but also clothing for men and children, cosmetic accessories home furnishings among other
products (Hennes & Mauritz AB, n.d.).
Considering the fast-paced rate of growth for the company the company has today emerged as a
global brand and so did their strategies as they expanded all over Europe opening a store in Paris
in the year 1998. Their marketing strategies proved to be effective as they from an early time
employed sales tactics such as acquisitioning mail order company, Rowells in the 1980 years, the
company made it possible to reach more customers across the world as they could now deliver to
the customers homes.
In the 1990s the company conducted intensive marketing using newspapers and magazines to
advertise by using famous models to market their products. In 1998, the company branched into
the new technological improvement of the time known as online shopping. The year 2000 saw
the company set up a store for the first time in the United States as well as opening other
branches in Spain. More markets were to open in the European and Asian market in later years.
Year 2004, the company enlisted the help of collaborations with designers to design their styles
and famous models to market their products.
Currently the company has 2,500 stores all distributed across 40 different countries around the
world with a staff membership consisting of close to 94,000 individuals. The company has
emerged as a powerful sales company marketing its brands across the globe as indicated by sales
figures reported in the year 2011 where the company posted figures that totaled 129 billion
(SEK) inclusive of VAT. Ranking for the company in the Deloitte Global Powers of Retailing the
company in the year 2011 came in at an impressive 58th position. According to the Euromonitor
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MARKET ANALYSIS H&M CLOTHING TO SELL IN INDIA

International, market share records for the year 2011 and 2012 as indicated below, the company
H&M ranked third, possessing a market share of 1.2% and 1.2% respectively. The indication
according to the figures reveals that the company for the past two years has not changed in
position and fairs and thus they need to devise new strategies to ensure that they are able to
capture a larger share of the market from their competitors such as Gap Inc and INDITEX.

Table 1: Top 10 Companies: Clothing and Footwear Retailers, 2011-2012

To get ahead of the competition the company utilizes various strategies to ensure that they
remain competitive within the apparel and clothing industry. By virtue of the company, being in
the apparel industry the company collaborates with world famous designers to develop the styles
of clothing and apparel such as Stella McCartney among others ensuring that, the company is at
the forefront of the fashion industry with their products. The company invests heavily in

MARKET ANALYSIS H&M CLOTHING TO SELL IN INDIA

marketing using world brands such as David Beckham to market their products ensuring that
they are able to capture the interest of the market.
The company also achieves success by ensuring that the market receives their products in a
timely manner. They do this by ensuring that their stores inventories are stocked all the time
doing this on a daily basis ensuring that each of the stores has stocked the latest new releases into
the market. Another strategy for success utilized by the company is that of sustainability where
the company ensures that they use their resources efficiently and in a sustainable manner, that
consequently improves the companys brand image. One way done by the company is the
approach of using cotton through the Better Cotton Initiative, where the company ensures that
suppliers of cotton use the best practices in the production of cotton. These strategies among
others help improve the companys image globally ensuring that they maintain their position as a
leading global brand.
Background of Womens H&M Clothing
The products that marketed by the brand H&M are trendy products designed by famous
designers such as Jimmy Choo and Versace among other designers. Popularized by the inclusion
of the designers in the designing of the clothing apparel the products are held in high regard all
over the world and therefore the company markets their products with the intention of identifying
their products as being trendy. Therefore, the brand H&M has gained popularity all over the
world serving to attract many people wherever the company manages to set up shop.
The target customer base for the company H&M is that of the youth and those classified as being
young adults of both sexes and therefore not only women. However, according to the differences
that may arise out of the location, the company can alter their target market to suit the needs of

MARKET ANALYSIS H&M CLOTHING TO SELL IN INDIA

the market but the general perception is that of marketing to the younger generation of both
sexes.
The popularity of the brand H&M has been occasioned by the companies, approach of utilizing
the works of designers, utilizing famous models as brands to market their products such as
Madonna, David Beckham among others who all have the capability of attracting the attention of
the market inevitably marketing their brands. In addition, the company utilizes all possible
means of marketing such as use of the internet as well as video advertisements to capture the
market.
A SWOT analysis of the brand H&M will reveal the strengths, weaknesses, opportunities and
threats that the brand has in relation to the industry within which it operates.
Table 2: SWOT Analysis of Women's H&M Clothing

Strengths

Weaknesses

Collaborations with world famous

The company depends on outsourcing

designers

to supply their products

Collaborations with famous brands such

Limited control over the factories thus

as David Beckham

possibility of poor quality products is a

The store replenishes store inventory on

risk
The company is mainly centralized in

a daily basis unlike many other

companies in the industry

the European market

Sustainability is key for the brands, in

Distribution centers are mainly located

the use of resources and production

in Europe making it difficult for the

Strong presence globally

company to distribute their products

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MARKET ANALYSIS H&M CLOTHING TO SELL IN INDIA

Strong market position thus a large share
of the market
Opportunities

especially when using online stores

Threats

The emergence of online markets is

Consumer spending in Europe is

encouraging, as society tends to rely

relatively weak

more on the use of social media forums

Fluctuations of currencies are proving

and other platforms to source for their

to be a challenge for the company

desired products

especially with the various challenges

Expansion of the Asian market

encountered within the European

especially in countries such as China this

markets in recent years

provides a growth opportunity for the

company
Growth of the luxury goods market is an
opportunity the company could delve
into and help shape its growth strategies
using their luxury brands

Womens Clothing Industry in India (250 words)

The domestic apparel industry in the Indian economy is mainly comprised of five different
segments namely the mens, womens, unisex, kid and uniform wear categories. In the Indian
country, the mens wear segment is regarded as the largest segment within the culture followed
by the womens wear category. The womens wear clothing industry in recent times has emerged

MARKET ANALYSIS H&M CLOTHING TO SELL IN INDIA

as the fastest growing segment in the country especially in the organized segment specifically the
lingerie and western wear sub-categories.
The organized segment of women clothing in India is significantly growing but altogether the
women wear segment is mainly dominated by the unorganized segment. It is believed that the
organized women wear segment comprises of only 3% of the total women wear market in India
(Jagga, 2010). The difference between the organized and unorganized segments in the clothing
industry is mainly that the organized segment comprises of clothing developed and created by
brand names while the unorganized does not comprise of brand names. In India according to
Herilien Sabharwal who is a trend forecast analyst, Indian women mainly associate and engage
themselves with designer clothing only when they have occasions but the rest of the time they
engage themselves with routine types of clothing that are mainly in the unorganized segment.
The market trend in womens clothing is however taking a positive note with the organized
segment growing although not at a very fast rate. This has been occasioned by the rapid growth
of urbanization and young women mainly those in the corporate world turning to the organized
designer clotheslines to provide for their working apparel. The rate of growth in women clothing
apparel therefore, in the Indian apparel market is growing steadily with the growth of
urbanization.
The Indian apparel industry in the financial year of 2012 was estimated to be worth Rs. 2,020
billion, with the domestic apparel rate of demand growing by 10% (Research and Markets,
2013). The womens apparel industry is estimated to contribute approximately 32% to the total
Indian apparel industry (Research and Markets, 2006).Considering the illustration below, the rate
of growth for the Indian apparel industry is growing at a slow rate of growth but is estimated to
grow with the developments in urbanization being constantly achieved.
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MARKET ANALYSIS H&M CLOTHING TO SELL IN INDIA

Source: www.mbaskool.com, 2012.

Because of the easy availability of textiles, among other favorable conditions within the
economy, many international companies have outsourced some of their activities such as
designing and manufacturing in India. Some of these companies include GAP, Nike, Tommy
Hilfiger, and Adidas among many others. Therefore, the competitive environment in India is
competitive.
PEST Analysis of Womens Clothing Industry in India
Political Analysis
This refers to assessing the level of involvement of the government in the affairs of an industry
and the extent of influence that they hold over that industry in relation to influencing factors such
as developments and provision of infrastructure.
The Indian Industry is keen towards ensuring that the companies that set up their base of
operations in the country are able to comply with the regulations and policies that are laid down
by the government. The government with the intention of attracting more investors into their
country has applied favorable policies meant to benefit the apparel industry in the country. These
incentives include:

MARKET ANALYSIS H&M CLOTHING TO SELL IN INDIA

1) The government has the textile industry material subsidized giving the industry
US$533.87 to improve technology within the industry.
2) The government has plans in place that are intended to ensure that the country is self
sufficient in fiber to promote and improve consumption as well as facilitate exportation of
fiber.
3) The government has in place a 10% subsidy in capital for the acquisition of machinery
while a 5% interest subsidy for the installation of machinery especially those of the
processing nature (SHARMA, Gaurav, 2012).
These incentives among others have helped improve the situation for startup companies in the
apparel industry in India.
Economic Analysis
The refers to those economic factors that are bound to affect an industry such as exchange rates,
inflation, interest and other rates as well as the rate of growth of the economy and how they are
able to affect an industry or a business. The mentioned factors among others are all
acknowledged as being essential factors of consideration when a business seeks to make those
decisions that affect its growth strategies and goals.
The global economy in recent times has been volatile and this has seen costs of production shoot
up in many countries across the world; India included thus reducing profit margins for these
companies.
Social Analysis
The social situation in India has been undergoing various changes as people adopt different
lifestyles from what was there previously. Currently many in India are urbanized and time has

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MARKET ANALYSIS H&M CLOTHING TO SELL IN INDIA

seen them adopt western and sub-western approaches in their lifestyles. These changes have also
affected the demand in different demographics of the society.
Technological Factors
Refers to the ability of technology to change and influence automation within a businesss mode
of operations. Technology can have an impact on production levels as well as those of
outsourcing among other varied decisions. Technological advancement in India has been
widespread affecting nearly all industries in the country. The textile apparel industry has not been
spared either and advancements and efficiencies in production have been witnessed.
PART B: Market specific Issues, Challenges and Risks
Market specific Issues
The womens clothing industry in India is affected by various challenges and key issues
especially when operating within the country. These challenges and issues are of a societal
background while others are legal issues that compound the industry of organized clothing. For a
company such as H&M these issues are bound to be formidable challenges when setting up in
the country. Three key issues are, cultural conflict as women move away from the traditional
forms of clothing, negative image amongst the communities towards a foreign investor and
The first challenge that would face H&M in India would be the slow adoption of organized
clothing amongst the population. The population in the country of India is deeply tied to their
cultural backgrounds and moving away from this adopting a westernized approach to dressing
could be an uphill task for the women community in the country.
The second issue H&M would be likely to face would be from competition. The organized
clothing industry in India is relatively crowded with various multinational companies having set
up their operations within the state. Companies such as Nike and Gap, which are leading apparel
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MARKET ANALYSIS H&M CLOTHING TO SELL IN INDIA

producers with vigorous marketing incentives, could prove to be an issue that H&M would have
to face (RESEARCH AND MARKETS, 2013).
The final issue likely to affect the company would be negative reception from the community.
The reason for this is that many western or foreign companies have been cited amongst Indian
society as having taken advantage of the people paying them the minimum wage rates while
making huge profits back at their home countries. This has seen many companies being taken to
court in India, which eventually leads to a negative image of the company both locally as well as
internationally.
Key challenges and risks for Market Entry
The main challenges bound to affect operations of H&M in India are include selection and
management of a local partner in a joint venture also known as the alliance risk, different
business practices in India that could be different from those experienced in the developed
nations and finally, human resources related challenges (DELOITTE, 2012).
Alliance risk poses a challenge for H&M as the company has to not only ensure that they will be
establishing a good foundation in the country with a partner who is keen on ensuring the
company survives and grows but also additionally have to ensure that the global reputation of the
company has to highly valued (DELOITTE, 2012).
Different business practices are witnessed in every community and country. In the developed
world, most of the business practices have been harmonized but in an emerging economy such as
that of India, some of the business practices encountered are highly irregular. Corruption for
example is a problem within India. High levels of corruption are annually reported with
government officials seeking out bribes to give certain favors to companies and other operations.

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MARKET ANALYSIS H&M CLOTHING TO SELL IN INDIA

Human resource challenges are evident in nearly all emerging economies with India being
inclusive. Some of the most common challenges are include those of different minimum wage
rates between men and women where women are not highly considered, hours of service as well
as underage employment. Human resource challenges are sensitive issues within emerging
economies inclusive of India (DELOITTE, 2012).
These challenges of market entry are faced by many investors when trying to penetrate the
growing economy in India and for H&M while considering penetrating the economy this
challenges and risks have to be considered.

Risk Mitigations
Risk mitigation is the process of addressing laid out challenges and issues and seeking out
strategies with which to counteract the impacts that these challenges could have on the business
penetrating the Indian economy the above-mentioned challenges could be mitigated by;
a) The Alliance risk
This risk could be mitigated by a company when venturing into a working relationship in a new
environment by initially performing an intensive screen test of the organization or individual
with whom the business could potentially be interacting (DELOITTE, 2012). Having performed
this screen test, the next strategy would be to agree in contractual form agreeing on acceptable
terms of cooperation while at the same time addressing the repercussions of failure to meet on
any of the agreed terms. It would also be beneficial to place a company official in charge of
operations to ensure that they have an overseeing responsibility over the affairs of the enterprise.
b) Varying business practices

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MARKET ANALYSIS H&M CLOTHING TO SELL IN INDIA

To mitigate the differences in business practices it is advised that a company undertake a
thorough analysis of the market to ensure that a thorough understanding of the market is grasped.
This could be in the form of ensuring that all regulatory requirements as well as other
requirements are in place and a structure is placed to ensure that all these requirements at any
one point are operational and legal. This could be identifying all policies that could relate to the
industry as well as the company (DELOITTE, 2012). A working knowledge of the policies
serves adequately as it ensures that a company operates comfortably within the new business
environment.
c) Human resource challenges
Mitigating human resource challenges requires a thorough understanding of the labor laws
operating in the country (DELOITTE, 2012). To mitigate the possibility of such challenges such
as labor hours, minimum wage rates among others it is essential that the company set up a human
resource office well equipped with the legal requirements and applications within the country of
India to ensure that the company operates within the stipulated frameworks.
PART C: Political & Economic Analysis
Political Analysis
Various political implications are bound to affect the womens line of H&M Clothing in the
Indian market. The political impacts would have an effect on the political government of the
Indian nation that range from increased employment opportunities for the people, better
infrastructure, and better living standards amongst the local community.
India has one of the highest populations in the world and nearly most of these people are
unemployed. Setting up a store in the country would highly benefit the country, as the store

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MARKET ANALYSIS H&M CLOTHING TO SELL IN INDIA

would help the government in providing gainful employment for the people (RESEARCH AND
MARKETS, 2013).
Another implication would be that of better living standards amongst the people. Having
employed personnel in the Indian economy, the company H&M would be helping directly
towards alleviating the high levels of poverty existent in the country. Through the wages and
salaries paid out the employees would be in a better position to provide for their families and
relatives thereby improving their levels of well being.
Another effect that would result in the provision of better living standards for the people would
be through the companys strategic goals geared towards corporate social responsibility. Firms
today especially those that invest in other countries are required in many cases to engage in CSR
activities to ensure that they improve the lives of the immediate community and other
stakeholders as well as taking care of the environment. Through provision of charitable activities,
the company would eventually be improving the lives of the people in the society.
Infrastructural development would be another impact, as the government would be required to
provide essential services to the company such as better security, in the area that the company
would be setting up its activities (RESEARCH AND MARKETS, 2013). These developments
would not only be favoring the company but would also be favoring the community and the
society in this area.
Economic Analysis
The economic environment in the Indian economy for retailing womens clothing favors H&M
setting up a base of operations in the Indian economy. This is facilitated by two strong reasons,
which include a growing trend of urbanization and changes in the demographic nature of the
country.
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MARKET ANALYSIS H&M CLOTHING TO SELL IN INDIA

In recent years, the emerging economy was strongly regarded as one of the most least developing
nations but with time, this has changed as more people are moving away from the rural areas and
are basing themselves in the more urban area. As a result, more opportunities have come up
especially for the women where they now have access to formal employment in the corporate
world. These shifts are seeing these women adopt a more westernized approach to their dressing
and are purchasing designer clothes to fit in their new roles in the corporate world (RESEARCH
AND MARKETS, 2013).
Demographic changes favor the setting up of a womens clothing company in the country.
Majority of the population in the country comprise of the youth and the younger generation. With
the advancements in technology such as the internet and phones, the country is seeing the
countrys youth being influenced by other cultures other than their own and in this eventually is
the potential for the company to generate more sales and revenue because of the demographic
changes.
A negative economic implication for H&M in India would be a volatile and uncertain global
economy risk. H&M by virtue of having most of its operations in Europe has the opportunity of
dealing with a standard currency, the euro, however in India the Rupee has suffered greatly
especially during the recent global recession where the country experienced a sharp decrease in
the value of the currency. These currency fluctuations pose a challenge for H&M and the
possibility of being negatively affected as a result.
PART D: Entry Strategy Plan
Market entry strategies are designed by a company or an enterprise when seeking to identify the
ideal ways in which the company could penetrate into a new economy or in a different country.
For H&M before entry into the Indian market should endeavor to identify the most appropriate
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MARKET ANALYSIS H&M CLOTHING TO SELL IN INDIA

manner by which they could penetrate into the new market. The company should identify the
ideal manner of how to sell, deliver as well as distribute H&Ms products. In the course of the
delivering services or products to another country the strategy that is adopted should seek to
define ways on how to obtain partnerships and lasting relationships to ensure that delivery of
these services or products are met within the new country.
Multi-national companies can penetrate new markets by various strategies. However, all these
strategies require that the companies deal with the issues of costs, risks involved and the degree
of control that they would be seeking within the new market.
The main objectives that the company H&M seeks to achieve from establishing themselves in
the Indian market include global recognition, attracting a larger market share and increasing their
customers and the third is that of identification of the competition and strategizing on how to
overpower them.
The company has grown steadily over the years marketing itself as one of the leading stores
providing quality and unique products of clothing to the market. With the concept, the company
seeks to grow its brand, extend beyond the European continent, and grow into new markets. To
perform this effectively the recommended strategies would be those of forming partnerships with
other companies to set up the operations of the company in new territories, selling their franchise
as well as through joint ventures (RESEARCH AND MARKETS, 2006).
Forming partnerships is one of the ideal strategies with which a company can penetrate the
market as it minimizes costs and the risks that are involved. However, control in this strategy is
diminished significantly, as the power of control is shared. Franchising is the activity of
penetrating a market (international) by issuing the brand name to an independent party and
giving control to that party based in that location who additionally will assume all forms of risk.
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MARKET ANALYSIS H&M CLOTHING TO SELL IN INDIA

It is another recommended strategy, though just like in joint ventures and partnerships, control is
significantly affected. However, risks and costs are all reduced significantly. Another
recommendation would be joint ventures. Joint ventures involve a company getting into an
agreement with another business with a mutual interest in penetrating a new business
environment (RESEARCH AND MARKETS, 2006). Both companies agree on a mutual
agreement where they share the responsibilities, costs, risks as well as control to penetrate the
market with a strong position.
Gaining in market share and increasing the customer base is another objective for H&M. To
achieve this objective the recommended strategies would involve the company utilizing effective
marketing skills to gain the market. Other strategies involve reviewing the products that they
would be offering the market to suit the needs of the market, reviewing the pricing of their
products to make them attractive to the market as well as pursing effective promotional and
communication strategies. The ideal entry strategies are those of partnership, joint venture and
acquisition. Acquisition would involve buying an existing brand that is in the country that
already has an established market to make it easier for the company to penetrate the market
easily, and take over the existing market and concentrate on retaining them and attracting new
customers (RESEARCH AND MARKETS, 2006).
The last objective for the company would be that of handling the competition. The competitive
industry in apparel clothing in India is highly competitive with companies such as Nike and Gap
already established in the country. Handling the competition would be difficult but using
appropriate strategies such as providing products that suit the needs of the market, pricing
strategies, and promotional campaigns among other marketing techniques the company could
gain in the market share. The entry strategies that could effectively assist the company establish
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MARKET ANALYSIS H&M CLOTHING TO SELL IN INDIA

itself would be those of partnerships, joint ventures for the purposes of ensuring that marketing
needs are met, distribution and supply. Franchising is another ideal strategy to handle this
challenge.
H&M is an established brand marketing quality products marketing through international brands
and famous models. Internationally the brand H&M is well known especially for its qualitydesigned products in the women clothing industry. Expanding into new territory like India the
company would need to add value to the market to ensure that the company builds itself on a
strong foundation. The company in the delivery of value should concentrate on ensuring that they
understand the needs of the market and thus produce products relevant for this particular market.
Another strategy to raise value through marketing would be by reviewing the pricing of the
products. Conducting an analysis of the marketing mix principles would invariably assist H&M
raise the value of the company in the new market. These principles should concentrate on
improving and maintaining strong good relationships between the company and the stakeholders
of the company (DELOITTE, 2012).
Controlling the new environment and the challenges that H&M would be bound to face in India,
the company should engage in appropriate relationship marketing practices to improve the
situation and place the company in a position where growth within the new market could occur.
Relationship marketing would involve the company ensuring that they are able to build and gain
the trust of their stakeholders. Additionally by segmenting the market into different segments, the
company could tackle each of the segments individually thereby handling all forms of challenges
that may happen individually.
The appropriate strategy of entry therefore in the Indian market would be that of getting into a
partnership with an established Indian clothing company. This strategy would be beneficial for
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MARKET ANALYSIS H&M CLOTHING TO SELL IN INDIA

the company as they would have some amount of control over the mode of operations within the
industry and additionally would have reduced the magnitude of the risks, and the costs of setting
up their operations within the country. The benefits of entering into the market with these
strategy is that the company could gain from established suppliers, distribution channels among
other existing channels essential to operations as well as an existing market through the other
company.
Conclusions
This research paper undertook to perform an intensive market analysis of the Indian apparel
industry as well as that of an analysis of the company H&M. The focus of the paper was geared
towards identifying the viable possibilities that existed for H&M in the Indian apparel market.
In conclusion, the paper has identified that the apparel industry in the Indian economy favors
entry into the market of apparel company H&M. This is mainly facilitated by rapid economic
growth of the country, the changing demographics within the country as well as the changing
needs of the consumer market. An analysis of the company H&M concludes that the company is
well suited to enter and meet the needs of this market.
Recommendations
After an analysis of the company, H&M in the Indian economy for the company to attain success
within the apparel industry recommendations are essential for the company to be able to attain
success. These recommendations are as indicated below:
i)

Partnership entry strategy

Entry into the market it would be the recommendation would be by engaging into a partnership
relationship with an established apparel company in the Indian economy. This would not only
reduce the costs of entry, establishment, risks involved but would additionally make it easier for
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MARKET ANALYSIS H&M CLOTHING TO SELL IN INDIA

the company by marketing their products to the established companies customers as well getting
access to information pertaining to the industry first hand and finally gaining access to the
existing distribution channels of the partner company.
ii)

Meet the needs of the consumer market

The needs of the consumer market are subject to change often. It is the responsibility of the
company to ensure that they understand the needs of the market and follow up on ensuring that
the needs of the market are always met.
iii)

Establish strong relationships with the consumer

Strong relationships built on mutual benefit and trusts are essential for any business. Strong
relationships between the company and the consumer market are highly beneficial, as the market
will respond positively towards the company thereby seeing a growth in the market share and
revenues.
iv)

Engage in a mutually beneficial relationship with those stakeholders in distribution,

and supplies.

Mutually beneficial relationships with the stakeholders in distribution and supplies ensure that
the company will always be in a position to supply and deliver products to the consumer market
in a quick and responsive manner.
v)

Establish and maintain a good image within the industry

A tarnished image for a new entrant into the industry is bound to have a lasting impression
among the community. It is therefore crucial that H&M create a good public image by hiring
responsibly, maintaining good relationships with the community as well as engaging in social
activities with the society to help improve the image of the company within the Indian economy.

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MARKET ANALYSIS H&M CLOTHING TO SELL IN INDIA

Works Cited
DELOITTE. 2012. Gaining a foothold in India: Managing market entry risk and
expansion. [online]. [Accessed 3 November 2013]. Available from World Wide Web:
< HYPERLINK "www.deloitte.com/in" www.deloitte.com/in >
HENNES & MAURITZ AB. n.d. Our History. [online]. [Accessed 31 October 2013].
JAGGA, Raakhi. 2010. "Women's wear market is unorganised, untapped industry".
[online]. [Accessed 3 November 2013]. Available from World Wide Web: <
HYPERLINK "http://www.indianexpress.com/news/-women-s-wear-market-isunorganised-untapped-industry-/678269/" http://www.indianexpress.com/news/women-s-wear-market-is-unorganised-untapped-industry-/678269/ >
RESEARCH AND MARKETS. 2006. Indian Textiles & Clothing Industry Insight Report.
India: Cygnus Research.
RESEARCH AND MARKETS. 2013. Research and Markets: Report on the Indian
Apparel Industry 2013- Analysis Segmented into Men's Apparel, Women's Apparel,
Unisex and Kids Apparel. Dublin: Business Wire.
SHARMA, Gaurav. 2012. PEST Analysis of textile industry. [online]. [Accessed 3
November 2013]. Available from World Wide Web: < HYPERLINK
"http://www.slideshare.net/Gstheproud007/pest-analysis-of-textile-industry"
http://www.slideshare.net/Gstheproud007/pest-analysis-of-textile-industry >

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