Everyone knows H&M…
…but few know of H&M Home.
The Background
Brand awareness and loyalty for H&M is strong overall, few know that they have a branch of home goods. Their presence is mainly online with only four H&M Home brick and mortar stores in Denver, Chicago, New York and Paris.
The Opportunity
Awareness for H&M as an apparel line is high but few know that they also carry home goods. How do we entice customers to shop at H&M home in a crowded category?
The Problem
H&M is known for disposable fast fashion.
Who is our audience?
Just settling in.
Older Gen-Zers and younger Millennials that have their own space for the first time. They don't have many pieces of their own yet and want to fill their new space with things that are unique and show their personality. They're frugal but still want items that will transition to their next phases of life in both durability and style.
They are…
Clueless
“I'm bad at nesting, I keep trying to make my own space unique to me but I don't know how yet."
-McIver, 27 yo, renter
Guilt Free
"If I buy something that is cheap and it falls apart I don't care as much because I didn't spend a lot of money on it."
-Fraser, 24 yo, homeowner
Skeptical
"Mass produced products get to a critical point that it becomes basic and I'm no longer interested."
-Jemi, 27 yo, renter
Unamused
"I struggle with the amount of material it takes to be cheap and then still have to replace it."
-Lizzie, 24 yo, homeowner
But also…
Experimental
"I love redecorating -- it keeps my brain thinking, gives me fresh ideas, reorganizes and declutters in the process."
Erin, 24 yo, renter
Moody
"Sometimes I start feeling a certain type of style but once I'm out of that phase I know I can re-home items rather than feeling guilty that i spent a lot of money."
Sarah, 27 yo, renter
Expressive
"I used to tend towards minimalism but now I want my apartment to be an expression of myself...I want to have fun decorating."
Fraser, 24 yo, homeowner
The most exciting thing for a creative is a blank canvas.
H&M Home is an art store for your home.
The Insight
Inexpensive can be liberating.
The Strategy
Experiment with H&M Home.
Reasons to Believe
Stylish pieces that don’t break the bank.
Products have quirk and personality to help show self expression.
Functional pieces that will also last.
Accent pieces that will enhance a home.
