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Fashion Industry Through H&M and GAP - Essay Example

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This paper "Fashion Industry Through H&M and GAP" focuses on The Gap and H&M both maintaining their brand image in that they are catering to young people, such as college kids.  Since the Gap has obviously done research that shows that the people who are the target audience are interested in social responsibility and charity work. …
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Fashion Industry Through H&M and GAP
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Fashion Industry Through H&M and GAP

Download file to see previous pages... This showed that the Gap is interested in these charities, too. Also, the Gap on their web page has emphasized their socially responsible projects. H&M also targets young people, and they also stress corporate responsibility, as this is part of their web page, telling about their activities in protecting the environment. Additionally, on their web page, H&M has a social media room, where people can post on the wall, tweet and read blogs about fashion.
 H&M indicates that they get their fashion ideas from designer runways, then “rip them off’” and bring the ideas to their stores. For instance, H&M’s blog states that Prada might consider using them for reproducing their skirts and shirts, and their designer, Zara, goes to the fashion shows and copies the looks, trends and designs. So, basically, H&M’s claim to fame is that they get the ideas from the runway, then pares it down to affordable prices, so that designer looks can be had for less. The Gap is a bit different, as they do not emphasize couture, so they probably do not get their ideas from the runways. What they emphasize is classic – “modern, sexy, American, cool” is their motto. Therefore, the ideas that they emphasize are different, seasonal takes on classic designs, with less emphasis on runway looks and more emphasis on what has been popular for ages, then put different twists on these looks.
Both GAP and H&M outsource all of their manufacturing, mostly to Asia. This means that the companies have to worry about getting the clothing into the distribution warehouses and out to individual stores. How do these companies control their transportation costs?
 With H&M, they control transportation costs by concentrating their stores on the coasts, and virtually neglecting the Midwest. Their stores are concentrated into clusters, which means that there is less fuel to be spent going from store to store. Also, the stores that are not on the coasts are still by bodies of water, such as the Great Lakes, which is another way that merchandise may be transported.   ...Download file to see next pagesRead More
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