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Fashion is characterized by both flocking and differentiation. Consumers want to belong to a group and at the same time assert their individuality both as a person and through their style.

When H&M tried to define their brand and experience, they decided not to look for or invent anything new and different. Instead, they chose to keep it simple and general. Their business concept is one that many retailers can claim: fashion and quality at the best price.

The special thing about H&M is that the branches are constantly changing. H&M chose to build on the constantly new supplies and focus on how it did things rather than what it did. With the aim of becoming the “fun” of fashion, it defined fun through its wide range of daily new arrivals, affordability, and unexpected collaboration. This collaboration began in 2004 with Karl Lagerfeld. The fact that a fashion retail chain was able to win over famous designers for their integrity is one of H&M’s biggest surprises. And the collaboration with Karl Lagerfeld has highlighted his own concept of constant change: Karl embodied the changing nature of fashion. As he said of himself, “I never do or say the same thing twice”.

ContriBranding Strategy Insider by: Thomas Gad, excerpt from his book Customer Experience Branding, with permission from Kogan Page Publishing.

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