H&M in Japan

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Abstract

H&M is a leading brand in terms of fashion clothes and garments. Its fame is spread worldwide. However, the company aims at expanding in Japan this year. This report will first analyse the aspects of the Japanese markets and its potential. This will lead to reveal the challenges the brand will have to face by entering this market. Then, it will define the best way to enter the country.
It will finally appraise the benefits that the collaboration of Madonna could bring to the company in Japan.
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Introduction

Hennes and Mauritz, usually named H&M is a Swedish company selling fashionable inexpensive clothes. It a leading brand, which fame is spread worldwide. H&M owns more than 1 300 stores in 24 different countries. It is present in America since 2000, and it recently entered Asia. The next destination where the company plans to expand is the Japan. Its population is really attractive and constitutes a real potential as they are really fashionable people.

However, the company needs to analyze and gather more information about Japan and its market before entering the country. The report will first establish the macro environmental examination of the country, thanks to the SLEPT analysis, the 12C framework will describe every aspect of the market and the Hofstede analysis will develop the awareness of the Japanese culture. The second part will expose the main challenges that the company will have to face. The third part will determine which entry mode is the best suited for the Swedish company. Finally, the last part will analyze if the collaboration of the company with the famous singer Madonna will have beneficial impacts.

Contents

Part 1: Analysis of the Japan market 1) SLEPT - PEST Analysis of Japan 2) The 12C Framework 3) Hofstede analysis

PART 2: The principal challenges of the Japanese market 1) Cultural challenges 2) Product adaptation