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H&M, Oxford Street, London (London)


Hennes & Mauritz AB (operating as H&M), is a Swedish clothing company, known for their inexpensive and fashionable clothing offerings. It was established in Västerås, Sweden, in 1947 by Erling Persson, though at the time it only sold women's clothing, skirts, sarongs and dresses, and lingerie, camisoles and slips, and was called Hennes, Swedish for "hers." In 1968, Persson acquired the premises and inventory of a Stockholm hunting equipment store named Mauritz Widforss. Included in the inventory was a supply of men's clothing, prompting Persson to expand into menswear. Accordingly, he renamed the store Hennes & Mauritz, later abbreviated to H&M. H&M has more than 1300 stores in 24 different countries and has more than 50,000 employees. Stefan Persson, Erling's son, became CEO in 1990 and Chairman of the Board in 1998. The Church of Sweden is a major shareholder in the chain.[2]

Though its price point is in the discount fashion range, H&M markets its brand also to high-end fashion consumers, both through ads in fashion magazines and the placement of stores in areas more typically associated with more expensive designer stores. In November 2004, selected H&M stores offered an exclusive collection by fashion designer Karl Lagerfeld. The press reported large crowds and that that the initial inventory was sold out within an hour.[citation needed] In November 2005, the chain launched a collection by Stella McCartney and, in November 2006, by avant-garde Dutch designers Viktor & Rolf. H&M has also started another collaboration with Madonna whereby they are going to launch a collection made by her. [citations needed]

[edit] H&M in Europe
In 2003, H&M announced its entry into the traditionally exclusive Milan fashion scene. Initial analysts declared that the high-fashion Italian market would be extremely resistant to the entry of this low-end competitor. It remains to be seen if H&M and other low-end retailers will be able to find a market there.

In February 2004, Gap, another prominent international retailer, sold off all of its German outlets to its competitor, H&M.

Singer and model Tamyra Gray was featured in a short film and promotion campaign for the new denim jeans for women.

In August 2006, H&M began selling a line of clothes inspired by singer Madonna's Confessions Tour, including a track suit designed specially with the pop diva in mind. Autumn of 2006 also saw the Swedish clothing chain using a version with a string arrangement of Depeche Mode's "Just Can't Get Enough" in their new TV ads. [3]
Wikipedia article: http://en.wikipedia.org/wiki/H&M
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