Danish Institute for Study Abroad Case: H&M

  • How can H&M regain brand value in the next 3-5 years?

  • There’s a disconnect between H&M’s actual and perceived sustainability efforts.

  • Intentionally promote H&M’s sustainable values.

Solutions

  1. H&M #Growswithyou

  • Encourage influencers to share their old H&M items using #GrowsWithYou

  • Start TikTok/IG trend of general public doing the same

  • Emphasize that H&M ‘grows with you’

  • Ex: Alix Earle, @AcquiredStyle, Wisdom Kaye

2. CAREER CLOSET

  • H&M locations host a ‘Career Closet’ pop-up

  • Ask customers to bring in their old business clothes and receive a discount

  • Donated clothing is made available to anyone who needs it 

  • Enables young people to ‘grow’ in their careers

continuation of the #GrowsWithYou campaign.

You grew with us, now we’ll help you grow.

3. TV & YouTube ad

  • Video montage of H&M’s recycling process from start to finish

  • No mention of H&M until the end

  • Viewers are surprised, which the ad acknowledges

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