H & M Hennes & Mauritz AB, also known as H&M Group, is a multinational clothing company based in Sweden that focuses on fast-fashion clothing. As of 23 June 2022, H&M Group operated in 75 geographical markets with 4,801 stores under the various company brands, with 107,375 full-time equivalent positions.

With collections for women, men, teenagers, children and babies, the H&M product range also includes sportswear, underwear, cosmetics, accessories and shoes. H&M aims to be always up-to-date, mod- ern and relevant.

H&M offers two main collections each year, one in spring and one in fall. Within each season, there are several sub-collections that allow H&M to continually refresh its inventory. The primary collections are traditional long-lead items; the sub-collections are trendier items with short lead times.

H&M releases 16 collections each year, with production times varying from a few weeks to six months; trendier styles see faster production and delivery times.

Sales promotions and discounts: H&M offers seasonal sales, discounts, and promotions to attract customers and encourage purchases. These promotions help the company clear out inventory and create a sense of urgency among customers to take advantage of limited-time offers.

H&M always comes up with new products that increase the customer's desire for clothing, that too at an affordable cost. Their only notion is fashion and quality at the best price. They have everything that a person may look for, from normal wear to business suits, sports wear to lingerie sets all at a reasonable price.

We do business with over 605 commercial product suppliers who manufacture products for our brands in over 1183 tier 1 factories in Europe, Asia and Africa. China and Bangladesh are the largest production markets for clothing. The European Union is the largest production market for our beauty assortment.

The group has committed to using 30% recycled materials in its commercial goods by 2035 - by 2022, it was at 23%. However, most of H&M's products are still made from conventional materials, such as non-organic cotton and synthetic fabrics, which significantly impact the environment.

Overall, a fashion collection must have at least 12 pieces; but this is not a rule. It all depends on some factors, such as budget, target market, execution time, sales strategy, and so. Another example is the capsule collections – the smaller ones, that commonly come with 8 pieces.

The business maintains four product lifecycle stages: introduction, growth, maturation, and decline. During each step, a product manager studies supply and demand for H&M products and works to develop an efficient marketing strategy for the new product to help it compete in the market.

Traditionally, there have been two seasons in fashion, namely spring/summer and fall/winter. These are also often shortened to S/S or SS for spring/summer and for fall/winter, F/W or FW and also AW (for autumn/winter). These days, most fashion brands create at least two to four collections.

H&M's customer demographic consists primarily of young and fashion-conscious consumers who are looking for trendy and affordable clothing. The brand's target market is typically individuals between the ages of 18 and 35 who are interested in fashion and style.