The H&M Wardrobe Manager is a prospective digital project that enabled me and a working partner to attend the Eurobest Academy 2010 in Hamburg after a European competition. The brief : choose your favourite brand and design a presentation board which describes a campaign you would launch to capitalise on ‘Significance’, a trend spotted by Draftfcb. The Idea : capitalise on the behavioural aspirations of a digitally-minded/techn-savvy target so as to strengthen the relation between H&M customers and the brand. The H&M Wardrobe Manager was a dedicated solution to the retailer's customers.

1. Marine Paire & Yoann Le Tensorer
Students in Brand Strategy
Sup de Pub London
COMPETITION
EUROBEST ACADEMY

2. Marine Paire & Yoann Le Tensorer
Students in Brand Strategy
Sup de Pub London

3. Why we chose H&M?
• Young consumers : good target for digital
innovations
• All over the world : 2200 stores in 37 countries,
huge impact
• Icon and designer collaborations with H&M :
creativity
• A very particular way of communicate : Highest
quality for a low cost brand
• All styles, different kind of consumers :
diversity

4. Understanding the brand

5. Background
• 1947 Swedish clothing company
• Hennes : swedish for “hers”
• Mauritz : since expanded into menswear
• Fast fashion clothing offering
• 5,610,322 fans on Facebook
• One of the most valuable global brand
• Positioning :
„Fashion and quality at the best price‟
Source : Euromonitor / Facebook / www.hm.com

6. We can find everything there
Every style
Every color
Every trend
Every price
• If some girls/guys can buy everything from H&M (from shoes to
underwear), others will just find the perfect necklace…
• There you can build a lot of styles, and this contributes to the
way you build your personality

7. The challenge

8. People are feeling lonelier and
increasingly insignifiant
• Hard economic time
• Urban life is exhausting and perceived as
complicated
• The ‘give-up‟ feeling is growing : people feel
like they don‟t have any influence on the world
• People are used to brands‟ advertising and
marketing practices
• A real demand for authenticity and simplicity
Source : Euromonitor / Mintel

9. They are brand-concious and
see brands as partners
• Brands are now perceived as major actors in
the society
• People expect a lot from them
• People look for solutions more than products
• The choice of a brand today could be
described as finding the „best compromise‟
Source : Euromonitor / Mintel

10. Brands need to work on their presence
so as to as to create this partnership
• Brand is not just an economic actor anymore
• Today brands have to become „emotional‟
and get closer than ever from their customers
• Customers expect brands to do more than
their job
• „All you need is trust‟
Source : Euromonitor / Mintel

11. Now the question is…
How could H&M
become a
„life-partner‟
?

12. Significance

13. Significance
Key takeaways for brands
• Be relational and emotional
• Be personal
• Be projective and creative
• Be intuitive and transportable
• Be helpful, obliging
• Be useful for your customers
• Be awesome

14. Significance
A few examples of what has been done so far
Vogue Stylist iPhone App iPhone Wardrobe App
matches user wardrobe catwalks and red carpest
with advertiser products come to your phone

15. Why H&M should implement such a strategy?
• Since the iPhone was launched, the
„applications war‟ began
• New generation of applications are more into
the utility to customers
• As a major actor of the category it‟s time for
H&M to lead in this borning market
• In a competitive market, H&M needs to get
closer from their customers in some way

16. Understanding our consumer

17. Let‟s meet H&M consumers…
12 to 17 years old 18 to 24 years old 25 to 34 years old
Expression Creativity Economy

18. Why we should focus on
12-25 years old
• They are the most important part of the H&M
customers
• Technology and innovation savvy
• They are curious and need to be influenced
• 12-25 is the most important segment in
smartphones‟ penetration
Source : TNS Sofres – Mobile Phone / Euromonitor – Consumer Lifestyle in UK

19. They love their smartphone, it‟s
a tool for the everyday life
‘Your cellphone makes your life…’
Easy
Free
Nice
Dynamic
Unpredictable
Funny
Source : TNS Sofres – Mobile Phone

20. Introducing the concept

21. Insights from our core target
‘Which fabric is it? How should I wash it?’
‘Will I be able to wear it with other things
from my wardrobe?’
‘I want to take a picture to show to my
friends’
‘I’ll find it online to show it to my friends’

22. Introducing the
H&M Wardrobe Manager
• The core idea is to enable the consumer to get his wardrobe on an
iPhone application
• This will be enabled by the technology of the handset which enable
to scan/flash bar-codes from H&M products or by going online to the
dedicaced website www.myhmwardrobemanager.com (linked to HM
online store)
• The app requires to sign up and set up your account online
upstream
• Once this is done you will be able to get information about the
product while you‟re still in front of the shelves in any H&M store
• But also to try on the outfit on your virtual avatar and to start to
adapt it to your personal clothes while you‟re still in the store
• And if you‟re just in the mood for window-shopping at this time you
can save the product and come back later

23. H&M Wardrobe Manager
The bar-code is the DNA of the brand
• Technology now enable cell-phone to meet new uses
• It‟s a really innovative application in the category as
H&M will be the first clothes retailer to provided such a
solution to their customers using the bar-code technology
• It‟s time for the brand to reappropriate its bar-code and
to deal with it as its DNA
• The bar-code must express the brand essence and
values of H&M („style‟)
• The H&M Wardrobe Manager is the perfect traduction of
its will to act as a 21th century brand going way further
than what has ever been done

24. The Digital Campaign

25. Why a Digital Campaign?
• Digital is perfectly fitting to our core target media affinities
• As our aim on this campaign is be relational and to get
personal with our target, nothing is more efficient than digital to
reach this goal
• And simply because it‟s were your customers are talking about
you …
• Capitalise on the strengh of social networks
• Create word of mouth and take advantage of
the „chat‟ taking place in the differents blogs
(fashion, technology, etc.)
• Give H&M the place it deserves on the web

26. 1.
Ambient in London

27. Ambient in London
Bus Stop, London Buses, London Underground
• Ambient is effective and a good way
to support a digital campaign
• H&M will put some cartboard Tshirts
(with some huge bar-code) on
hangers in the Tube and Buses
• Some bus stops will be transformed
in wardrobe with some of our Tshirt
cartboard

29. 2.
Dedicaced website : www.myHMwardrobemanager.com

30. First the customer has to sign up and log in to the H&M Wardrobe Manager

31. The customer has to choose his wardrobe depending on his sex.
It‟s the beginning of the personalization process.

32. So as to personalized the website as much as possible, he/she builds her/his virtual „avatar‟
which will enable her/him to try on some clothes later on.

33. Then she/he has to enter her/his H&M clothes‟ references so as to start to fill her/his
virtual wardrobe that he will be able to visit from her/his iPhone later…

34. Because she/he has clothes from other brands, this next step allows her/him to regiter the
rest of his outfits in her/his dressing (thanks to casual models of accessories, shoes, etc.)

35. Here she/he is! The H&M Wardrobe Manager is setted up and she/he can start to ask
for personalized advices or choose the perfect clothes for her/his bestfriend‟s birthday tonight!!!

36. As her dress for tonight is blue, the H&M Wardrobe Manager propose her some of her coats that
would perfectly fit with it. If she‟s not happy with those, she can directly access to the H&M online store.

37. www.myHMwardrobemanager.com
A platform to capitalize on the launching of the App
• The website will enable to launched the application
• The consumers will be able to practice the future iPhone
application on the website
• The website enable the App to go further by providing the
consumer an unic opportunity of personalization
• This will also help the In-Store Event to gather as many
people as possible thanks to the organisation from Ambient (1)
to Event (3) where the application will be used for the first time
(4)

38. 3.
Event in London H&M stores

39. Event in London H&M stores
„Flash it, Get It‟
• In all London H&M
• 1 special department will be set up
• The 30th person to scan the bar
code of an outfit of this space will get
it for free
• An event which totally meets the
habits of young customers who like to
be involved in something special…

40. 4.
Launching the new H&M iPhone Application

41. Launching the new H&M iPhone Application
The aim of the campaign
The aim of all this campaign was to find a way to launch the new
H&M iPhone App : H&M Wardrobe Manager
More than just a virtual cupboard it‟s really a tool getting closer
from the „personal shopper‟ dream of the target using
the bar-code technology

42. The customer can use it
in his H&M store
Start the Scan the bar code of the  Get information about it
Wardrobe Manager App product you‟re interested  Try the product with the clothes
on your iPhone in using iPhone camera from your wardrobe (setted up
before)
 Or just save it so as to
show/share it with friends

43. H&M Wardrobe Manager enables you to have
your wardrobe with you everywhere at any time
• At home, at work, in class or in the bus access to your
wardrobe and start to think about what to wear to go out
• Have a look to your last crush at H&M during your
window-shopping and show it to your mates directly
from the app (+ information about colors, etc.)
• Remember what you were wearing last week so as to
manage your „style schedule‟
• Know what‟s clean, what‟s not
• Start to prepare your suitcase
• Learn what you actually never wear…

44. Great benefists
for the customers as for H&M
• Customer oriented • Innovation/Salience
• Helpful and useful • Involvement
• An application elaborated • Capitalize on the stylish
from their specific media value of the brand
consumption and behaviour • Create a real link with the
• Functional but emotional customers by fulfilling their
• Enable them to socialize needs
and share from the app • Encourage the growth of e-
• Be „part of something‟ commerce, m-commerce and
• H&M is life/style partner promotion

46. As this concept can be extended
its power is endless
The website and the application could be developped to further extends on the long
range. These improvements would enable H&M to confirm its will to be part of
today‟s world as a recognized actor…
Here are a few examples :
Create a ranking of the „Top Stylists‟
within the website/application
Instant Gratification
Connect users together and
encourage them to share some Connectivity
tips, etc.

47. Thank You

48. Contact Information
Marine Paire Yoann Le Tensorer
22 years old 23 years old
marine.paire@gmail.com yletensorer@hotmail.fr
(+44) 07761 311 457 (+44) 07857 985 244