Abstract
Just a small quiz to begin: do you know which fashion house organized its runways in Central Park for the 2005 winter collection? A clue for you: this famous name of the fashion industry had Karl Lagerfeld as designer, and Kate Moss as top model… You are answering Chanel of course, and it could be this famous French fashion house, but it is not… No, the famous name is not part of the high-fashion world, and could even been described as the opposite, in spite of its guest stars. We are talking about H&M, one of the leaders in the clothing industry, which has set up a successful strategy to spread its vision of fashion all around the world. H&M has today become a leader in the fashion industry in Europe, and its foothold in the USA and Canada is evidence that the expansion of the firm is not finished. The message spread by the company “we offer you the latest trends for affordable prices” ensured a rapid growth, and the brand is nowadays known by the majority of customers, from little girls to fashionable mothers.
