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The Key Role of Retail Stores in Fast Fashion Companies: The H&M Case Study

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Contemporary Case Studies on Fashion Production, Marketing and Operations

Part of the book series: Springer Series in Fashion Business ((SSFB))

Abstract

The chapter investigates the key role played by a system of directly operated stores in the fast fashion business model . For this purpose, a descriptive case study has been carried out on Hennes & Mauritz AB (H&M), one of the leading companies in the fast fashion sector with a wide network of retail stores across the global market. The case study has shown that the store represents the heart of H&M’s business model, since, through direct control over the retail network the company is able to develop a profound level of market knowledge , advantageous for launching onto the market, continuous and successful ranges of fashion apparel.

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Author information

Authors and Affiliations

  1. University of Milano-Bicocca, Milan, Italy

    Elisa Arrigo

Authors
  1. Elisa Arrigo
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Corresponding author

Correspondence to Elisa Arrigo .

Editor information

Editors and Affiliations

  1. Centennial College, Pokfulam, Hong Kong

    Pui-Sze Chow

  2. Sun Yat-Sen University, Sun Yat-Sen Business School Sun Yat-Sen University, Guangzhou, China

    Chun-Hung Chiu

  3. City University of Hong Kong, Kowloon, Hong Kong

    Amy C. Y. Yip

  4. Centennial College, Pokfulam, Hong Kong

    Ailie K. Y. Tang

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Arrigo, E. (2018). The Key Role of Retail Stores in Fast Fashion Companies: The H&M Case Study. In: Chow, PS., Chiu, CH., C. Y. Yip, A., K. Y. Tang, A. (eds) Contemporary Case Studies on Fashion Production, Marketing and Operations. Springer Series in Fashion Business. Springer, Singapore. https://doi.org/10.1007/978-981-10-7007-5_8

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