Impact of H&M Mobile Application on Consumer Behaviour - Essay Example

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The aim of this paper “Impact of H&M Mobile Application on Consumer Behaviour” is to discuss the relationship of Mobile app characteristics and Buying behaviour of the consumers. A brief discussion about H&M is provided in the paper…
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Impact of H&M Mobile Application on Consumer Behaviour
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Download file to see previous pages The Hennes clothing store started its operations in the year 1947 in Vasteras, Sweden. In the initiation process the store only provided clothes for women, but with the passage of time and demand of the public the business also included the mens and kids clothes. The stores have stated many brands including the H&M, COS, Monki, Weekday, Cheap Monday and other stories. The company also provides fashion products for home and the store named H&M Home (H&M, 2015).
The company started expanding in the local market and the second store was opened in Stockholm, the brand started to expand to the international market and in the year 1964 the store was opened in Norway. In the year 1968 the founder of Hennes acquired Mauritz Widforss and converted the name of Hennes to Hennes & Mauritz. The business got listed in the year 1974 and the first store in UK was established in 1976. The product was heavily demanded in many countries outside Sweden and therefore the brand was introduced in Netherland and Germany. The company continued to expand to Europe, the company also expanded their business to online market and the catalogue sales also started in the year 2006 (H&M, 2015). The company expanded its operations to Asia, including stores in Hong Kong and Shanghai and other stores in Japan. Till the year 2014 the brand reached to approximately all the big countries all over the world. The company once established as a women clothing store relatively diversified to mens and kids fashion clothing.
The company was providing their products only through their stores and online site but the management realized the importance of mobile applications and worked on developing the mobile app to provide accessibility to their customers. ...Download file to see next pagesRead More
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