Why H&M?

H&M’s Facebook account has over 2 million fans, which is more than twice the fans of other retailer accounts. The question to this enormous amount is why? This post will try to answer it.

Fashion retailers have to continuously find ways to keep their customers updated on its latest collections. It is important to advertise products for people to gain familiarity to form a sense of what they need or want. Most fashion advertisements are done so through magazines, billboards, posters, commercials, etc. However, with the new generation of communication, what better way to keep customers consistent about certain brands than through social media?

Retailers use sites such as Facebook, Twitter, and MySpace to upload pictures of new season items, job postings, store openings, feedback on items, events, model calls, contests, and much more. These social networking sites really form a connection between retailers and its customers.

On a rating of the top 10 retailers’ Facebook sites that are visited the most, H&M came in first place with over 2.8 million likes following Hot Topic with over 300,000 likes.

Retailer Likes
H&M 2.8 million
Hot Topic 300,000
Pottery Barn 100,000
Forever 21 900,000
American Apparel 200,000
J. Jill No Account
Pottery Barn for Kids 48,000
The Limited 38,000
Sephora 600,000
Banana Republic 100,000

H&M is a retail store that sells clothing and accessories for men, women, and children of all ages. It was founded in Sweden in 1947 and is now global but at the same time very limited. Its stores are located in selective cities around the United States in the Northeast, the Southeast, and Lower Western parts. In the U.S., products on H&M cannot be bought online and will have to be purchased in the store only.

What makes H&M so unique in comparison to other popular brand such as Express and Forever 21, is that it is very affordable and the products are similar to items that can be worn in a Paris Couture Runway Show. H&M could be described as being the “affordable Couture.” Its clothing could be worn preppy, club, schoolgirl, fitted, and much more. Putting an outfit together at H&M gives off the impression of an expensive designer wear. Its products are a mixture of trendy but then again vintage.

H&M’s Facebook account includes discussions, recent posts from customers, and albums on collections and some social impacting events such as its Fashion Against Aids campaign.

When trying to figure out why H&M’s Facebook account is the most visited, there really isn’t a definite answer. In the past month in a half, H&M likes went from 2.1 million to 2.8 million. Customers leave comments daily from all over the world on how much they love its products and wants more stores to be open in more places.

So why is H&M number one?

Maybe it’s because it is limited due to only being in selective areas, maybe because its affordable, or maybe because it really is a great retail store.

The truth of H&M’s popularity and success lies within its customers and their personal views of why it is on top.

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