Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 55 , 01 December 2023
Open
Access | Article
Taking H&M as an Example to Analyze the Value Production of "Fast Fashion" Brands in Online Media Communication
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Abstract
Under the background of rapid economic and technological development, the author analyzes the current situation and form of "fast fashion" in today's society, and takes H&M company as an example for analysis and investigation. Through the analysis of H&M company's personnel segmentation, corporate structure and sales proposition, understand H&M company's operation mode and business strategy. Then, by comparing the investment and income of H&M in a certain year, as well as the company's sales channels and market operation mode, the main performance and profit of H&M are analyzed. Draw a picture according to the obtained data, and give some reasonable suggestions and measures for improvement. At the same time, it also studies the influence and role of network media in the field of fast fashion. Through the analysis of the current situation of H&M, this paper expounds the advantages and disadvantages of "fast fashion" in the whole clothing industry and the future research direction.
Keywords
fast fashion, value production, H&M
References
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5. Xiuzhi Shang (2014). Analysis of Marketing Strategy of Swedish H&M Company and Its Implications for Chinese Clothing Enterprises (Master's Thesis, Liaoning University) https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD201501&filename=1014366823.nh
6. Zhou Xiaoming (2020). Research on the Expansion of H&M Network Sales Channels in the Context of New Retail (Master's Thesis, Shanghai University of Finance and Economics) https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD202102&filename=1021006681.nh
7. Elisa Arrigo (05 December 2017). The Key Role of Retail Stores in Fast Fashion Companies: The H&M Case Study [online.] Available from: https://link.springer.com/chapter/10.1007/978-981-10-7007-5_8､
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-157-5
- ISBN (Online)
- 978-1-83558-158-2
- Published Date
- 01 December 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/55/20230965
- Copyright
- 01 December 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited