An illustrated critique of the nature of brand design and its value to Essay - 1

An illustrated critique of the nature of scrape design and its value to a selected company - Essay ExampleIt also critically evaluates its internal strength, weakness, and brand power due to grand international presence. The key competitors are under analysis and comparison with H&M to evaluate its brand image significant for its international standing and business operations. OVERVIEW H&M (Hennes and Mauritz) group is a celebrated retail designer specialising in dash curry and accessories for men, women and children wear. It is the second largest international fashion retailer by and by the Spanish brand Zara (Inditex). It is operated through leased retail stores, franchises and online catalogue stores with operations in Europe, Americas, Middle eastern and Asia. It has expanded internationally through network of franchise stores as well as catalogue sales. It offers low-priced and chic high street fashion from children to teenagers and adults with wide variety of fashion ap parel, footwear, accessories and cosmetics. It divulges the concept of fast fashion i.e. offering premium fashion at affordable prices while maintaining satisfactory quality. It has a distinctive spheric presence across 48 countries with 2,700 retail outlets covering 50 franchises, 48 Monki, 18 Weekday and 35 compendium of Styles (COS) stores. It has a workforce of almost 94,000 employees globally. The significant growth was captured by introduction of cosmetics and accessories in the fashion apparel market. It derives 90% of its revenue from overseas market, where Germany being the biggest at 27%. The online and catalogue sale is only offered in the European region (Datamonitor, 2011). HISTORY The history of the multi-national retailer dates back to Erling Persson in 1947 at Vasteras, who started the brand initially with Hennes dealing with women wear. In 1969, Erling Mauritz bought a menswear retail company, together Hennes and Mauritz AB founded H&M fashion kinsfolk dealing wi th both men, and women wear products. It expanded the fashion business from Sweden during the late 1960s to Norway, Denmark, Switzerland, UK, Austria, Luxembourg, Netherlands and Germany. H&M is listed on Stockholm Stock Exchange since 1974. In spite of H&M Scandinavian origin, its involution into British and European market was a major success in the late 1970s. The online store was inaugurated in 1988 with consolidation of men, women, teens and children under one fashion brand called H&M. It is operated and headquartered in Stockholm. It turned into a multinational retail fashion business by acquiring 40% stakes in Fabric Scandinavian, which deals with brands such(prenominal) as Cheap Monday, Monki and Weekday retail stores. It also inaugurated its first COS concept store in 2011 at Stockholm (Datamonitor, 2011). H&M LOGO The logo signifies the first letters of the founding members of the H&M group, Hennes and Mauritz. The brand logo illustrates a bold red strain with light cur sive that depicts softer outlook. The red colour illustrates a vibrant and enthusiastic outlook that comprehends with the companys creative fashion trends. The font sizing and colour chosen for the brand depicts the