Part 2: Becoming ACTIVE ambassadors
H&M : the people behind the success
Where the magic begins
A brand is its people and by that, we mean the headquarters, the managers, the economic analysts, the sell’s assistance, the sellers, all kinds of employees and employers. The most important of them all, however, are the customers. Because even if you create the most amazing products, it does not matter if you are not able to sell them.
The H&M kings :
The empire of H&M is based on the minds of its HEADquarters. CEOs and managers are making sure that everything goes the right way before and after the products’ creation. Since they are the making happeners and the decision makers we contacted them to find out their perspective on customers and employees
When it comes to the customer there is no question: we fully respect the freedom of choice. That is why we try to provide stylish, environmentally friendly, low-cost products, satisfying every taste, need and culture, as well as mindset. On the other hand, focusing on our employees we need to put them in a value-driven way of working. It’s these values that have helped us build today’s global fashion company, all the time, around the world. Our employees are bringing vitality to our values.
The H&M royal guard :
While still being focused on the employees, we asked one of them about the H&M working experience.
It is important for a brand to have values, but what it is more important is for the core of its existence to follow them as well and as we were informed they were.
and what about the people H&M tries to make its?
Well for some reason interviewing potential H&M customers did not go as good as we thought. Although taking action and try to make good is one of the main focus, not many people knew about its good work. Everyone knew about the low prices and the variety not only in clothing styles but in sizes as well, but just a few of them were familiar with the campaigns about diversity, equality or the actions of the H&M Foundation.
So we decided to go on Instagram an ask the people there… We had more informed people then, but I think it is because they had the time to think before answering and search a little bit first...
Our point of view
After studying all of the above aspects, opinions, and answers we came to the conclusion about the H&M’s employees’ persona but also for the customers’ personality.
EMPLOYEE : The multitasker
when working for such a value-driven company you are required to follow these values and even better owning them.
You must also be able to work in many positions,
and think like a client as well.
CUSTOMER: the not your average, but still average
targeting on being exclusive means targeting everyone. Because of that H&M studies its people, understands who and what each customer is, not as a maze, but as an individual.
In order to walk in their shoes, one must perceive them as different perspectives.
People nowdays are active, know things, care more, wanna make a change. They are not mesmerized anymore by fancy people wearing clothes.
They need that emotional connection between the brand and their interests.
and that is how it’s done.
that is how to gain people.
becoming an active part of their lives.
believing in their dreams and chasing them by their side.
the links
Making fashion sustainable and sustainability fashionable
