H&M worldwide fashion expansion

As a leading Swedish fashion company, Hennes & Mauritz AB (H&M) figures as a prominent name in the world of fashion. Based in Västerås, Sweden H&M promotes clothing that is fashionable and inexpensive. As a fashion house it started by promoting the women's fashion, this is the main reason that the word Hennes- meaning "hers" is the key to the naming of the first word Hennes. However with its induction of men's wear in its inventory the company decided to change its name to Hennes & Mauritz. Currently H&M is located in 29 countries in more than 1300 stores and currently employees more than 60,000 employees.

Features
H&M has featured as the leading fashion house since its establishment in 1947 by Erling Persson. With its specialization in high end fashion H&M has come to feature as a popular clothes manufacturer in the fashion world. It has come into collaboration with companies such as Karl Lagerfeld to design clothes for various seasons.

H&M has promoted its fashion in the marketing world through advertising with celebrities which include Madonna, Kylie Minogue, Kate Moss and various other celebrities. This marketing gimmick has proven ideal to the overall expansion of H&M fashion house.

H&M has its centers located in various areas which include-

* Europe- H&M has located its fashion stores in various locations throughout Europe in countries like Latvia, Romania, Lithuania, Malta, Bulgaria and Estonia. H&M has a firm base in Europe which has enabled it to grow in many fashion sectors throughout Europe.

* United States the U.S. fashion market has proven as competitive fashion market for many fashion brands. This is largely due to the presence of U.S. fashion brands that have aggressive fashion marketing. In order to cater to the increased competition H&M has also launched its services in the cosmetics industry. However the successful outlets that H&M has released in the U.S. are mostly located in California.



* Middle east- The Middle eastern region has proven as a big challenge for many fashion companies as the industry of fashion in the middle east has become liberalized to foreign competitors in recent years. With its Middle East Headquarters' based in Qatar, Dubai and Kuwait H&M has proven as a famous fashion brand in the Middle East.

* Asia- Hong Kong is the leading retail outlet in Asia that features all the fashion products of H&M. Apart from Hong Kong H&M recent advance into the Japans market has been seen as big leap forward. This is mainly due to the difficulty in accessing the markets in Japan.



* Australia- Kylie Minogue has featured as the brand ambassador in Australia. With the inauguration of fashion stores in Australia by Kylie Minogue H&M has established a larger market sure.

H&M continues to be a leading fashion house, featuring leading cloth designs.