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H&M SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: June 02, 2023Read time:

Here is a detailed SWOT analysis of H&M covering strengths, weaknesses, opportunities and threats.

H&M Strengths

  1. H&M are the one of the largest global clothing retailer
  2.  H&M have about 2300 stores in approx 45 countries and around 95000 people employed under them
  3. The store offers quality and trendy clothing at affordable price, we can say designer clothes at department store prices.
  4. Their overall delivery time is very low, it takes only 12 weeks for their products to come from the design stage to the retailer phase.
  5. Guest designers coming in for different lines in the store.
  6. H&M also keep the prices affordable by using few middle-men and buying large volumes cost consciously
  7. They have been associated with celebrities and designers
  8. They are present in many complimentary businesses which offers them better control and flexibility

Above are the strengths in the SWOT Analysis of H&M. The strengths of H&M looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

H&M Weaknesses

  1. Buying large volumes could lead to overstocking and later on lead to lowering of the already affordable prices
  2.  H&M have put in a lot of capital and maintenance fee for all the different types of machines required to produce clothes for each target segment

These were the weaknesses in the H&M SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

H&M Opportunities

  1. Online shopping is gaining a lot of importance which can be tapped by H&M
  2. Emerging economies will support H & M’s expansion plans
  3. H&M are well positioned to tap the niche organic apparel market

Above we covered the opportunities in H&M SWOT Analysis. The opportunities for any brand can include prospects of future growth.

H&M Threats

  1. Weak competitive situation as the prominence of value retailers and premium luxury brands increases
  2.  H&M newest business line home-ware has not been able to click in Europe and hence is leading to lowering sales
  3. Unemployment is also continuously pressurizing their target segment to discretionary spending

The threats in the SWOT Analysis of H&M are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the H&M SWOT analysis.

About H&M

The table below gives the brand overview along with its target market, segmentation, positioning & USP

H&M Overview
Parent Company

H & M Hennes & Mauritz AB


Apparel and Accessories


Lifestyle and Retail

Tagline/ Slogan

Who’s next; Get ready to do some serious shopping; You look nice today


Collaboration of chic , stylish clothes along with a classic look at affordable prices


People who love to spice up their wardrobe and want to look uber stylish at all times

Target Market

Women, Men , Teenagers who have medium to high purchasing power and have a completely vibrant and rebellious attitude


H&M offers the perfect combination of high class brands along with trendy fashion at affordable prices

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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