H&M “A Fashion-Forward Vision for A Leading Brand”
(Background)
As the world’s leading fashion retailer, H&M has a presence in over 4500 stores worldwide. In 2017, we were proud to support H&M’s expansion into Vietnam as the official media partner, following a competitive selection process. Thanks to our successful partnership, we have been able to continue working together to bring the brand’s vision to customers of Vietnam.
(Idea)
A Fashion-Forward Vision for a Leading Brand.
(Tactics)
We continuously came up with innovative IMC campaigns and activities in Vietnam’s retail industry to attract and retain media and fashion enthusiasts for H&M (1st Store Opening in Vietnam, Hmoschino, H&M × Đông Nhi, H&M Recycle, H&M Women Day, H&M 5 years, H&M × Iris Apfel, etc.). Our key strategy was to integrate international communication strategies with local culture to build awareness among young consumers.
(Results)
In 2017, H&M set a record for the largest opening day attendance for a fashion brand in Vietnam, with 12,000 attendees in Ho Chi Minh City and 14,000 in Hanoi. Over 2,000 news articles (all earned media) covered the grand opening event series. Since then, each event H&M held in Vietnam has been a hot topic in the fashion industry without fail.
