H&M's democratic fashion keeps prices equal

20th September was a big day for the Swedish H & M, the company opened its 100th Market in China in Nanning, capital of Guangxi Zhuang Autonomous Region, and was Malaysia commercial space with its first store in Kuala Lumpur. Founded in 1947, H & M Hennes & Mauritz AB is second (as H & M), a retailer in the fashion world, and is best known for its fast fashion clothing for men, women, teens and children. Louis Vuitton Outlet Online In terms of revenue, it's just behind Spain's Inditex based, the parent company of Zara clothing brand, and is followed by American Apparel brand Gap. At the end of August, the company has a presence in more than 45 countries with 2,629 stores. The Swedish brand has grown since its entry into China in 2007. Karl-Johan Persson, CEO of H & M indicates that China is the fastest growing market for the company in terms of number of stores. According to the interim report published in July, was in the first half of the fiscal year, the revenue generated by H & M increased by 12 percent compared to the same period last year. Persson is the son of the current H & M chairman Stefan Persson and the little son of Erling Persson, the founder of H & M. Persson said he began to H & M in 1947, after a visit to the United States, where he was inspired by a shop that sells cheap fashion. Unlike most well-known brands in Europe, the generally identify themselves with the group premium H & M sells a philosophy, as I said Persson, the "democratic way" for the Chinese people. "We are creating a democratic way, and we want to sell to everyone," he said. This principle is in the design and style of clothing against, ranging from the basics of set design exaggerated and simple T-shirts with colorful dresses. Although free and oversized tops often many Chinese consumers the illusion that it is a typical European, Persson said that "European element" is not the main selling point of H & M, at least not what determines the company. "There Founded in Sweden, so there is a certain degree of Swedishness in this brand, but we do not insist on our national customers," he said. The brand is a few local adjustments from time to time, but usually 80 percent of the products are the same worldwide. "Take a new branch in Malaysia for example. Course we are referring to our experience in other hot countries such as Singapore, and as you can see, there are not so thick clothes or coats in these places as in Sweden," says Persson. "But in terms of other adjustments we make on the way we run the business."