Target Customer
Denim products can not be called a high fashion, but it is hard to think of the clothes that could be more comfortable, stylish, and accessible to everyone. The fact is that denim is an exclusively street style and modern teens are fond of it. Thus, the primary target customer for H&M denim products is young boys and girls of 16-22 years old. Young people live an active life. Therefore, H&M denim products are the best choice for them. This kind of clothes is very comfortable. They are designed for white Americans, black Americans, and Hispanic. The customers would be Christian or non-religious people living in the cities (Nemati and Sajadi 142).
Key Competitors
Now, the denim products industry is becoming more popular because the comfortable lifestyle is now being adopted by many people from different countries. The market leader is Levi’s. The history of Levi’s is the embodiment of an “American dream.” Starting 150 years ago with plain functional clothing for miners and conquerors of the Wild West, the brand achieved success, and eventually became the market leader, dictating trends to the world of modern denim. Responding to this legacy, Levi’s jeans will suit both adherents of the classics and desperate innovators with the spirit of adventurism. In 2016, the global net sales of Levi’s amounted to about 4.55 billion U.S. dollars. The second important competitor is Guess, a famous brand which H&M denim’s products quality is usually compared to. Taking into account the hard competition in the industry, the company needs to pay attention to the quality of the products. It is necessary the company should create more models and colors because the choice is too limited. Product categories include clothes for men and women: jeans, jackets, and shirts. Retail prices can be very different (Nemati and Sajadi 142).
Theme Name and Statement
The lifestyle of modern teenagers makes adults worry about their future. The main components of a healthy lifestyle are healthy and balanced nutrition, physical activity, and rest. The comfortable clothes made out of natural material contribute to the healthy lifestyle because they allow to live in motion instead of sitting by the computer playing games. Thus, the slogan may be: “think about your leisure – and we will think about your clothes. Such a slogan will encourage teenagers to be more active during the whole year as these clothes can be worn all year long.
Trends identified
Many brands try to offer their customers a wide range of models and colors, while the products of H&M denim are predominately regular jeans for casual wear. There is a limited number of colors and models, and there are models which are offered in one color only. Thus, we need to create the options of colors and models to follow modern trends because the choice is too limited.
Fabrics, Color, and Silhouettes
We will use denim that is a natural, pleasant material. The material is very comfortable for young people with active lifestyle. The colors will be light blue, navy blue, dark blue, white, and black.
Price
The size range from XS to L will not affect the price anyhow. The prices for jeans range from $12 to $100, while the prices for jackets range from $20 to $150. Denim shirts may cost from $15 to $80.
Works Cited
Nemati, Caroline Khandan, and Seyed Nasrollah Sajadi. “Green Marketing Mix Impact on the Sporting Goods Consumers’ Purchase Behavior (Case Study: Adidas Consumers).” Journal of Social Issues & Humanities, vol. 3, no. 8, 2015, pp. 140-144.