Fashion by its nature is transient, and so to be successful H&M must ensure that it always offers the most up-to-date fashions to its customers in each and every market in which it operates. That is quite a challenge as H&M sells into over 60 countries across the globe and offers varied collections for women, men, teenagers and children. This requires constant innovation in the design process that it uses to go from idea to store, from sketchbook to customer. H&M relies on an in-house design department, employing 160 designers and 100 H&M’s digital ambition means setting up not only a dedicated website to serve each new country, but also the physical systems that can ensure goods ordered on it will be delivered to customers in that country.
Swipe to navigate through the chapters of this book
Please log in to get access to this content
- Innovation in Operations Management
- Macmillan Education UK
- Sequence number
- Chapter number
- Chapter 15