Abstract
H&M is a leading European retailer offering « Fashion and Quality at the best Price ». It is the largest individual clothing brand in Europe, operating in 29 countries with 1,522 stores (of which only ten are franchised).
H&M went public in 1974, is listed on the Stockholm Stock exchange, is based in Sweden but has mainly been expanding internationally. As of November 2007 just 8% of its stores are domestic. The company operates stores in Many European countries and in the United States; it also offers a mail order service in Europe. H&M markets some of its clothing under the brand names Hennes, BiB, Contemporary, Conwell, L.O.G.G and Rocky.
