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Corporate Culture of Hennes and Mauritz (H&M)

It is a well-known fact that Japan is almost closed to external companies for the reason of preserving entirely domestic market and avoiding strong foreign competitors. Besides, it is important to mention that the company usually opens its stores in the beneficial locations. For example, last year these were the Times Square in New York and Via del Corso in Rome. It is an essential element of successful development that the customers often see advertisements and stores of H&M all around them at places, which are extremely popular among tourists. Therefore, the probability of their willingness to try some goods on and eventually buy them in H&M is much higher. In addition, it should be added that China nowadays appears the biggest H&M market, where expanding shows the highest figures. In 2013, additional 205 stores were launched there.
             Nowadays, the company H&M is extremely competitive in the market, rivaling with Zara (Spanish company) and GAP (US company). Over the last several years H&M has become a socially active company. In the nearest future it is going to sign an agreement about an improvement of accident prevention in countries with very cheap labor such as Bangladesh. Additionally, H&M organizes campaigns to combat poverty and invest in projects in order to provide peoples of Asia and Africa with drinking water.
             In order to catch the coming trends, the company carries out constant monitoring of the world and draws inspiration from street fashion, cinema, travel and other cultures, as well as from the media, institutions, studying global trends in trade fairs and exhibitions in the history of fashion. Common themes collections are usually planned in an average year before the release, while the latest trends can be picked up at the last moment. H&M hires only highly-qualified people which can guarantee the excellence of the company's products. That is, basically, what the company claims itself: "Our business concept is to offer fashion and quality at the best price.


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