2. We are at a cross roads. H&M the
once beloved high street fashion
brand has lost its relevance with
its audience and “not many
people feel we are cool”.
The issue: What should people
connect with? Right now everything
is disjointed:
High street fashion
Streetwalk cool
Sustainable clothing
Fills life with color
Who is H&M
Fast fashion for kids, teens, and adults
A sports performance brand
?

3. The objective is to reconnect H&M
with its audience, to make H&M
relevant in their lives again.

4. Reconnecting and Being Relevant
By Being True To Who You Really Are
Who H&M Really Is:
• The H&M design team travels the world to find out about the latest in art, film, music, food, and
g
trends for inspiration for coming collections
• H&M brings the latest fashion trends to the high street (the masses)
• Makes high fashion simple, affordable and most importantly accessible
• Product line consists of: Modern basics, current fashions, latest trends
, ,
H&M is a black sheep of the fashion
world. While fashion is a concept
that is set against an exclusive
backdrop: private fashion shows,
high prices …
…H&M is a gateway, a key to
something beyond most peoples’
reach.

5. Moving
g
Forward
H&M doesn’t need to adopt fads and try to be
“cool”
“Cool is what you adopt when
Cool
you don’t know who you are.”
H&M needs to continue being that gateway.
Keep giving people a key to something beyond
Keep giving people a key to something beyond
their reach.

6. Rebuilding The Gateway
g y
The Launch of a Basketball Line
Using basketball as a way to reconnect
Going niche (basketball): being outrageous,
shakeup, and get noticed in the mainstream for
h k d i di h i f
doing so
Focusing on basketball high fashion casual wear.
While leaving sporting performance to other
brands who have that in their DNA.
Key Goal: To make the high life of the basketball
world more accessible to people

7. Target Market
T tM k t
Malaysia: In the media it is painted as a modest,
Muslim focused country. But there are a lot of
M li f d t B t th l t f
night clubs, people going out, drinking, fast
sports cars, etc.
The Basketball Community
• Male
• Aged 18‐24
• Casually/semi competitively play basketball
• W t h th NBA
Watches the NBA
• The sport is a part of their identity: Just like players
in the NBA ‐ the basketball gear spills over into their
everyday clothing [more on this later]
• They have the mindset of the living large aka
They have the mindset of the living large aka
“Ballin”. We can see this in the lifestyles of NBA stars
like Kevin Durant who we will focus on later.

8. Who They Look Up To
• Kevin Durant
Kevin Durant
• Dwight Howard
• Derrick Rose
• Dwyane Wade
Kevin Durant ‐ Living It Up
• Plays for Oklahoma City
• 2012 All Star
• MVP f h 2012 NBA All S G
MVP of the 2012 NBA All Star Game
• Amateur Rapper "Worried About
Tomorrow" feat. Privaledge
• Movie Star: Thunderstruck (2012)
• Has his own shoe line with Nike
Has his own shoe line with Nike
And He Knows How to Party
“Pharrell [producer/rapper] Bartends at Kevin Durant's Birthday Party”
“Oklahoma City’s Kevin Durant has been partying all over the city recently”

9. Kevin Durant out partying
Basketball Fashion
The gear basketball players wear on the court spills over
into their everyday clothing, even into night and formal
wear. Here Kevin Durant wears basketball shoes with a
suit. This is where H&M can position their new basketball
shoes – high fashion basketball wear.

10. Consumers:
Living the Ballin Lifestyle
Brand:
A Gateway To Something
Beyond Peoples’ Reach
Proposition:
Crossing Worlds
Crossing Worlds ‐ What does this mean?
Take basketball stars and H&M customers and cross their
worlds, bring one into the other.
worlds bring one into the other
Enable people to live in the shoes of these athletes – making
the basketball world accessible.
H&M, just like it is the gateway to high fashion, is the
gateway to the Living it Large Basketball World.

12. Making ‘The Living It Large Basketball World’ Accessible
We are going to use 3D printing to let people create their own
brand:
• Here we are fusing technology and fashion
• You can’t get anymore fast fashion than this
• This will define what high fashion basketball wear is
• This is part of the cool factor you are looking for
This is part of the cool factor you are looking for
H&M Legends Infusion
People can use 3D printers placed in H&M stores to create
exoskeletons for their basketball shoes or etch on a bamboo sheet
that fits into the shoe under the laces.

13. Exoskeleton

14. Bamboo Insert

15. “ follow their dreams.”
We remember those who
H&M Legends Series
This is a showcase of casual basketballers who live extra ordinary
lives. CEOs of startups, full time travelers, master photographers,
etc. These people have achieved great heights in their own arenas.
etc These people have achieved great heights in their own arenas

16. H&M Legends Courtside
& d C id
This is a celebrity tie up. This is a part of H&M’s DNA. It builds that
trust ‐ it crosses the worlds of the high street with the exclusive
celebrity life. It’s an instant way of bringing the high life, the high
fashion worlds to the high street. It has been done with
f hi ld h hi h I h b d ih
supermodel Kate Moss, Versace, Jimmy Choo ‐ and now with a
basketball superstar. Which will make H&M relevant within the
basketball community.

17. In Malaysia a mamak is an equal playing ground. At these street food
stalls, which are open 24/7, you can find athletes, celebs, Dato’s (state
title), office workers, labor workers ‐ people from all walks of life. Lets
titl ) ffi k l b k l f ll lk f lif L t
leverage this to connect with people on a more approachable and
grounded level.
H&M Legends At 2am
The celebrity tie ups (Legends Courtside) and the people from
Legends Series meet and greet people at 2am at mamaks. This is
after a night out on the town, so everyone is wearing their night
after a night out on the town so everyone is wearing their night
wear and basketball shoes.

18. Reconnecting and Being Relevant
g g
By Being True To Who You Really Are
H&M is a gateway, a key to something beyond
most peoples’ reach.

19. Questions
Q i
Where do you believe H&M roots lie?
What made it so special in peoples’ lives
in the first place?
What made you decide to launch a
basketball line?
What is being cool in your minds?