A Study on the Impact of Sustainability Claims on Green Psychological Variables and Behavioural Intention in the Fashion Industry: A Case Study of H&M

BPP Business School

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Executive Summary

The purpose of this report is to study whether many kinds of asserts based on the supply chain drive different extents of green psychological variables and behavioural intention. In this study, selected the sustainability claims of the H&M group, as this group indulges in a sustainable fashion i.e. commitment to doing business that generates revenues for shareholders, and protects the people, and the planet.

The H&M sustainability course can be grouped into social and environmental methods. They collected data from 316 Chinese accused. However, social such as “building safety in Bangladesh” and “animal welfare” substantially have a high effect on the green emotional variables. The effects of this study are valuable for attire and fabric industry advertising supervisors to identify the consumer’s favorites to ethical habits and trade-offs among claims while initial a position approach.

Regarding consumer expectations, an increasing number of consumers are choosing eco-friendly and customised apparel. H&M has been under pressure to raise its sustainability standards as a result of environmentally conscientious consumers. The former entails neglecting to adapt to shifting consumer demographics, which will result in a failure to attract a particularly significant client base.

The global supply chain of H&M is impacted by a number of problems, such as inefficiency, rising costs, and moral dilemmas. The fragility of the flow and the need for a more dependable and traceable supply chain design have been made clear by recent interruptions. Resolving all of the aforementioned issues is crucial to enhancing the business's operational capabilities and the standing of the brands that operate there. As consumers' perceptions of sustainability grow, H&M has entered into disputes about its conditions of employment and ecological effects.

H&M's financial results have been impacted by both internal business problems and market constraints. This indicates that costs and waning consumer demand have outpaced the company's revenue growth rate, compressing the profit margin. Increased consumer happiness and loyalty will result from financial benefits like improved sustainability and easier personalisation. This will lessen supply chain issues and guarantee sustainability in all businesses, which will improve working conditions and uphold moral standards.

Introduction

H&M is a well-known international fashion and clothing company for which this consultancy report focuses on strategic and actionable solutions to the enterprise's various issues. Today, with its stores in over 60 countries and more than 3,000 stores worldwide, H&M is one of the leaders in the world market of ready-made apparel (Das and Shafiquzzaman 2020). The selling business is presently going through some serious changes because of issues such as technology development, the presentation of new business models, and an expanded focus on sustainability in the organization. H&M here is an attractive, information-rich case, like lots of other universal fashion stores, H&M reflects these outfits to be critical for attractiveness. H&M approaches visions into real present learning and development at a retail company that conducts in a highly competitive and complex selling market (Sandberg, and Mats Abrahamsson 2021).

figure 1-Hennes & Mauritz

Background

H & M Hennes and Mauritz is a Swedish clothing business. they sell fast fashion at lower prices. The firm was created in Västerås, Sweden, in 1947 by Person. The company used to sell only women's wear and at that time, it was known as Hennes, Swedish for "hers." A resource of men's wear was part of the supply. They renamed the brand Hennes & Mauritz (H&M).

Goals

• To meet their own goals, they should use circular business models.

• The main thing is the need for transformation to achieve the 2030 goal of being a circular business.

• Their goals duration is for about 10 years so they need to speed things up.

Strengths

• Strong Brand Name: H&M is a popular brand all over the word. People love it because it offers trendy clothes at cheap prices.

• Wide Product Range: H&M claims an expansive product arrangement that limits across multiple categories, including clothing, accessories, and home furnishings (Meritshot. 2020). 

• Fast Fashion Model: H&M has held the fast fashion model, known for its agility in acting without delay to the latest fashion trends and swiftly presenting new designs to the market.

Weakness

• Sustainability Concerns: H&M has faced a study over its environmental trace and labor standards across its supply chain.

• Quality Perception: Although H&M honors itself for offering budget-friendly fashion, some shoppers view its products as less durable compared to pricier brands. 

• Dependency on External Suppliers: H&M’s business heavily trusts on external suppliers for its products, which carries challenges related to preserving quality and managing the supply chain well (Meritshot. 2020). 

Present Problems at H&M

Some of the biggest risks to H&M's market position and operational efficacy are among the market difficulties the firm is now dealing with. The fashion retailer has to contend with competitors like Zara and the recently launched online fashion apparel retailers (Meritshot, 2020). The necessity to intensify and make clear the operations pertaining to the supply chain of the company and sustainability presents H&M with a new challenge. Because shops with strong online identities were able to contact customers more quickly, the COVID-19 pandemic has made this struggle harder (Sustainably, 2023).

Sustainability issues

H&M has challenged examination over its environmental footprint and complaint values across its supply chain. Reports include troubles with high water utilization, chemical pollution, and waste production in its manufacturing processes (Meritshot, 2020). H&M has a major environmental effect due to the amount of attire it produces and the reserves wanted to create and transport those attire not to declare the textile waste they produce when they get changed or wear out. 

Some critical environmental concerns associated with H&M include carbon emissions, water usage, and textile waste.

Financial issues

H&M opened a new aim for 2024 as higher discounting, lower costs, and savage battle operating profit in the third quarter, reducing shares in the world's second-major listed fashion seller (Meritshot, 2020). The business's financial performance has been compromised by external factors such as an increase in operation costs and unstable market trends.

Figure 2- financing

(Source: Hmgroup, 2024)

Value Experience

H&M honors itself on presenting pocket-friendly fashion, some customers view its products as less lasting as compared to expensive brands. This view stems from H&M’s fast fashion style, which orders rapid creation and lower costs.

Clients have raised worries about issues like its fabric durability, stitching accuracy, and color preservation. H&M has identified phases to handle these challenges by giving its product development procedure, which will enhance the quality checks, and connecting with consistent sellers to hold on the higher standards.

Description

The structure of this report is such that a detailed analysis of the information collected and several suggested strategies are offered. It is followed by an executive summary consisting of the results and the recommendations. The executive structure and its smart methods form a critical basis for executive studying. This structure can intentionally be increased and modified to ease learning. Showed that a structural structure leading to similar working sequences and formal knowledge communication and organization methods increases structural learning. An executive structure that takes learning which includes interior as well as exterior methods to gain knowledge effectively. For example, feeling, explaining, mixing, and institutionalization.

Challenges / problems the client is facing

H&M also faces intensifying competition from Shein and Zara, both of which saw sales growth in the same period. This includes areas such as how the company has been facing certain challenges that eventually pose its operational efficiency, market resistance, and therefore its overall financial performance (Nguyen, 2024). The main challenges faced by the company are:

1. Intense Market Competition

2. Shifting Consumer Preferences

3. Supply Chain Challenges

4. Financial Performance Pressure

5. Regulatory and Economic Factors

Figure 3- Purchase Intent for H&M, Shein and Zara during 2023

SOURCE: (Nguyen, 2024)

Extreme Market Competition

H&M has tried for more than an area with weak value after being left behind by Spain's Indicted, the world's biggest fashion store and vendor of the Zara brand. In current years the Swedish firm has come under deep stress from lower-cost opponents such as Shein and Temu (The Irish Times, 2024).

This approach helps the company introduce fashionable products that appeal to consumers, thereby effectively capturing current fashion trends. Zara similarly ensures it holds a stringent supply chain ensuring that by real-time information processing, it may take only weeks to produce and release new collections (Team, 2024). This speed makes Zara stand out against its rivals so that it can meet customers' needs as they change with time.

Although H&M is well-known around the world as one of the titans of the fashion business, the company's tardy entry into the e-commerce space and its delayed adoption of data-driven decision-making are drawbacks. While H&M is finding it harder to maintain brand recognition as customers are increasingly moving away towards more individualised and cosy shopping experiences, Zara's strategy is to convey a sense of exclusivity and originality of the current collections (Nguyen, 2024). Directly to consumers brands and e-commerce have become the new sources of rivalry. While offering customers a quick supply of their items, these organisations are able to deploy advertising campaigns in the marketplace. Because the trend is moving towards easy, highly customisable products, it has opened up opportunities for an entirely novel set of companies.

Future Challenges

Despite this, H&M will face further challenges in the years to come, such as growing sustainability, technological advancements, reliance on outside vendors, and unstable economic conditions. To progress on the routes of digital transformation and utilising data-driven choices, investments in personnel and technology will be required (Daniel Pereira, 2023). Additionally, the H&M Group will need to concentrate on enhancing sustainably and re-strategizing its supply chain in light of the aforementioned criteria due to growing worries about climate change and increased regulation.

Purpose of the Report

This report's goal is to analyse the major risks facing H&M's operations, such as increased competition, shifting consumer preferences for eco-friendly items, supply chain issues, and concerns about financial performance. H&M, a prominent fashion retailer that dominates the worldwide market, is the target of this evaluation. In order to better satisfy customer requests in the evolving fashion sector, the research will suggest ways for H&M to strengthen its competitive edge, deal with identified issues, and increase operational productivity.

Impact of research on stakeholders

A stakeholder is a separate group of individuals, frequently financial, in the success of a business. Internal stakeholders are charactering whose concern in a company occurs through a direct relationship, such as investment, employment, or ownership. External stakeholders do not frankly work for a company but are concerned by the actions and results of the business. 

Interior Stakeholders:

1. Employees: As a large universal business, they have duties for all our 140,000 organizations but also for the around 1.3 million fabric workers working with our sellers. they need everyone to be given with respect and work in a healthy and safe atmosphere (H&M Group. 2024).

2. Management and Executives: Business executives at the top hierarchy level are charged with the responsibility of management, fiscal authority, and decisions on strategies. Both are important in considering and implementing recommendations that will be implemented in this report (H&M Group. 2024).

3. Investors and Shareholders: The interest of these stakeholders lies in the financial performance of H&M for prospective benefits that they stand to gain from it such as remunerations. Hence, they affect and are affected by strategic management decisions and organizational performance (H&M Group. 2024).

4. Example: Investors are internal stakeholders who are notably influenced by a business and its performance. If a project firm chooses to invest $5 million in a startup in return for 10%, the company develops an internal stakeholder of the startup.

Exterior Stakeholders:

1. Customers: H&M's target customers are people who buy products and are more and more conscious of their purchase decisions from an environmental and ethical point of view (H&M Group. 2024).

2. Suppliers and Partners: This group is made up of organizations that supply material inputs, manufacturing processes, and distribution networks. They are important in the supply chain of the company’s business.

3. Policymakers: This is a block that sets the legal and environmental factors within which H&M is formed and operates through the support of government bodies and regulatory agencies.

4. Communities: This development shows that citizens and other stakeholders of the localities and non-governmental organizations (NGOs) are concerned with the social responsibility practice of H&M and its effect on the environment (H&M Group. 2024).

5. Example: For example, the prime goal of a business, from the viewpoint of its shareholders, is often considered to be the extension of profits to improve shareholder value.

Relation between Stakeholders

Employees: Being a big, all-encompassing company, they are responsible for all 140,000 member organisations as well as the approximately 1.3 million fabric workers that collaborate with our dealers. They require a safe and healthy work environment where everyone is treated with dignity.

Management and Executives: While discussing the report's main advantages for H&M's leadership, it is important to note that it also identifies issues and offers ideas for future development. This information aids in decision-making by assisting executives in determining which areas need the greatest attention, where investments will have the greatest impact, and what adjustments should be made to align with the company's long-term goals. In order to combat the forces of competition, maximise operations' financial performance, and bolster sustainability initiatives, strategy is essential.

Investors and Shareholders: This feature helps shareholders and investors make the best choices about the company's operational efficiency and financial success. The following are a few issues that, if resolved, will improve the company's overall state: H&M can strive for improved financial health on the company's balance sheet while addressing the several issues the business has, such as rising expenses and declining profit margins (Olli-Pekka, Andres, and Yulia 2019).

Customers: The preferences of consumers are always changing, and ethical and sustainable practices are currently receiving greater attention. Customers who purchase goods and are increasingly mindful of their choices from an ethical and environmental perspective are H&M's target market.

Suppliers and Partners: Some of the findings in the paper pertain to supply chain management, which will influence partners and suppliers by promoting more moral and effective methods. Improving the SC's resilience and addressing moral dilemmas will strengthen ties with suppliers, facilitate improved integration, and provide ethical and stable relationships (Olli-Pekka, Andres, and Yulia 2019). Additionally, this strategy lowers the risks of supply chain interruption and generally increases supply chain efficiency.

Regulators and Policymakers: H&M gives much importance to regulatory compliance and environmental standards. The study brings into focus the fact that there is a need to increase awareness towards sustainability and ethical standards.

Communities and NGOs: The study focusses on ethical business and sustainable development challenges that affect local communities and non-governmental organisations that monitor firms' social responsibilities. H&M can enhance its beneficial impact on society and the environment, enhance its reputation, and build stronger links with local communities and non-governmental organisations.

Evaluation and analysis of secondary data

In this section, thus, a critical review of secondary data about H&M’s strategic issues and possibilities shall be made. It uses multiple data sources such as SWOT analysis, PESTEL analysis, market share data, and Porter’s five forces analysis to evaluate the performance of H&M in terms of market positioning, consumers, supply chain, and financial performance (Boardmix. 2024). This work compares various datasets to ensure an overall analysis of the problem and its impact on the company.

PESTLE analysis

Figure 4- PESTLE analysis

Source: (Boardmix. 2024)

Market Struggle Analysis

Even with this great success, the company deals with strong competition from many companies. The Arcadia group is the largest British Clothing marketing factory. The company displays 2,500 stores in the UK. Its large fashion groups include Miss Selfridges, Wallis, Topshop, and Dorothy Perkins who make the women's outfit.

The company has opened 420 franchised shops in 30 countries. Topshop is considered as H&M’s main rival. Zara is a Spanish company that completely deals with disposable fashion, creating a good rivalry for H&M (Bhasin, 2024).

Competitive Approaches

An assessment of strategic choices shows that due to the use of a fast fashion strategy, Zara can make responses faster than competitors. Thus, while Zara successfully wires design, production, and distribution processes, H&M has adapted itself comparatively worse, which shaped up its market position.

Consumer Preferences and Sustainability

Over 60% of the environmental effect in the clothing industry is made by fabric invention and buyer use. That is why H&M tries to monitor a part of its second-tier dealers and tries to communicate mature performance to its customers (ResearchGate. 2024).

figure 5-Consumer Demand for Sustainability

(Source: ResearchGate. 2024)

Brand Observation and Clarity

A study conducted by Deloitte investigated consumers’ attitudes and revealed that 73% of consumers think that brands should offer clear information on their activity's sustainability. This paper has established that H&M’s weak appreciation of transparency alongside its perceived commitment to sustainability is playing a crucial role in the detachment of environmentally conscious consumers.

Supply Chain Efficiency

By forming strategic alliances with suppliers throughout the globe, H&M guarantees a wide selection of premium materials at affordable costs. H&M can effectively adjust to changing market needs and preserve flexibility thanks to its network of suppliers (DFreight, 2023).
Following the global epidemic caused by COVID-19, the global supply chain has encountered difficulties. Approximately seventy percent of the fashion firms experienced significant disruptions, according to Deloitte's study report (Moutray 2020). H&M has encountered significant challenges with decentralised supply chain management, including operational expenses and delays.

Figure 6- Supply Chain Strategy

(Source: DFreight. 2023)

Proper sourcing and supply chain management

Specifically, some issues relating to their supply chain management are raised including issues in labor relations and environmental sustainability. The measures that the company employs towards ethical sourcing are not adequate to the level of competency of the industry. A comparison with Patagonia, which has a very strong ethical profile, reveals the directions for the improvement of H&M’s supply chain.

Stability and large communication are the basis of what makes Patagonia a trustworthy slow fashion company that continuously works to improve its sustainability efforts. Whereas H&M is concerned about a fast fashion company as their business is founded on different values and business models than slow fashion bands (Viberg, and Balasingam, 2022).

Financial Presentation

Evaluating the financial indexes of H&M it is possible to identify the specifics of change in the net margins which stand at 6. from 2% in the year 2021 to 5. 4% in 2023. At the same time, the revenue growth rate has decreased, suggesting the pressure on the financial side of the company (Tien Anh and Ngoc 2020). Compared with the $ 9% reported by Zara during the same period, H&M needs some serious financial fixes.

Figure 7- Financials Ratios

(Source: 11)

Cost Management

The analysis reveals that H&M's earnings is impacted by its high operating expenses and significant expenditures in sustainability. The explanation that follows will demonstrate how Zara's comparatively low operational costs and highly efficient supply chain system have allowed it to record a superior financial performance than its rivals. H&M must use cost management and organisational effectiveness to balance its finances and expand its business in a sustainable manner by taking note of these problems.
Physical stores still play a significant role. With a stable financial position, robust cash flow, and improved success, H&M Group remains steadfast. Our long-term outlook and sound financial standing allow us to keep improving our customer offering and provide our clients with unrivalled value (Hmgroup, 2019).

Address Financial Operation

Cost-cutting initiatives and the search for new revenue streams should be implemented in order to offset or avoid dangerous financial risks that might pose a challenge to H&M. Maintaining business operations, cutting costs, making the best use of funds for marketing communications, and improving online selling capabilities can help the company recover its lost profit margin.

The following elements are crucial to comprehending how H&M operates, according to the indicators produced from the examination of the secondary data: supply, chain, and organisational performance, consumer trends, and competitive challenges. It is conceivable to say that H&M may improve and advance its competitive edge and performance as well as boost the environmental consciousness of its manufacturing by listing these issues and highlighting the relevant advancements, strategies, and remedies (Wren 2022).

Conclusion

H&M’s strategic issues and opportunities are highlighted in this report with recommended strategies that seek to improve the company’s competitive standing, productivity, and profitability in the world market. These concerns include increased market competition, customers’ changing concern for sustainability, supply chain problems, and business financial issues.

However, H&M also deals with several tests and areas of advancement, including sustainability matters, observations of product value, and trust on external dealers, fierce race, shifting customer favourites, financial variability, and contraction controlling values.

To ensure remained growing and victory, H&M must appropriate occasions such as growing into developing markets, exploiting on the advance of e-business, and ranking sustainability leads. Also, adopting weaknesses by developing sustainability applies, developing product value, and varying supplier firms will be critical for the business’s long-term sustainability and weight in the ever-evolving fashion business.

A number of supply chain and ethical concerns have surfaced as reasons for worry in the case of H&M, as previously mentioned. Expanding the number of existing suppliers, implementing new technologies like blockchain and IoT into the supply chain, and enhancing supplier-supply communication are all ways to address these issues. Strength, effectiveness, and general supply chain transparency will all be much improved by the aforementioned actions. This has the added benefit of being a far more moral option and will lessen the harm caused by supply chain interruption.

In addition to addressing the aforementioned issues, the study makes a number of other recommendations to strengthen H&M's position. To boost brand loyalty, the business must create a customer loyalty program and use consumer input to better meet the demands of its customers. One excellent strategy for increasing sales and distributing market risks is to venture into unexplored areas and investigate novel shop models.

Based on experimental data from H&M, this study reveals a learning capability to be complex, including appointment at a separate as well as structural level, cultural benefits as well as doings, and business- as well as supply chain-wide considerations. for instance, the results hint at logistics education as a concern that goes far outside the concerns of the accepted logistics scope, such as storage warehouse management and shipping. A logistics learning expertise adopts top management participation and a wide range of views on customer performance and services.

Recommendations

Strengthen Brand Loyalty and Customer Engagement: Business D H&M has to establish a client loyalty program with a range of benefits for consumers, including promotions, invites to new collections, and large discounts. Since this might encourage increased spending and customer base retention, this should be implemented as a tiered loyalty program. To provide customers with the ideal multidimensional expertise, such a program may also integrate with H&M's e-commerce platforms.

Utilize Customer Feedback for Continuous Improvement: At the actual center of this change is the importance of trials in the form of fast trial studies and examinations with brief feedback, in dependency on traditional, top-down, long logical planning procedures that are trailed by linear phases of application and calculation

Expand Market Presence: Given the aforementioned information, it is advised that H&M look into opening additional locations in developing nations with strong current trends towards fashion retail. This is seen in nations like Africa, Southeast Asia, and India, all of which present a favourable market since their middle classes are growing and have comparatively more discretionary money. In addition to potentially increasing income, expanding in these sectors can help reduce the risks associated with particular markets.

Open New Store Formats: Small, local stores or pop-up shops are the new store formats that the corporation should currently employ in order to cater to the various markets and locations. Small businesses might choose to serve their consumers' convenience by stocking only the most well-liked items. Pop-up stores are therefore useful for increasing brand and product awareness as well as driving traffic to specific locations.

Strengthen Digital Innovation: The Corporation should use the newest technological developments, such augmented reality and virtual reality, for online shopping if it wants to increase its online sales. Customers will be able to preview how an outfit will look before they buy it because to AR's ability to facilitate virtual try-ons. Customers may be introduced to visual shopping, which includes online shopping where fashion displays or virtual malls can be set up.

Foster Sustainable Product Innovation: The firm should set up a Sustainable Innovation Lab and concentrate on developing products and procedures that will support sustainability (Wren 2022). To develop suitable ways to lessen the negative environmental effects of fashion items, this lab might work with research foundations, big companies that supply innovative technology, and the fashion industry. The lab's recommendations for H&M 2 items and the company's sustainability principles provide information that might be used in the shop.

Implement Product Take Back and Recycling Programs: H&M has to support initiatives for recycling and takeback, which means that customers should return their used clothing to the store so that it may be disassembled and recycled. Giving those engaged consumers incentives, like a discount on their next probable purchases, might be one way to do this.

Promote a Positive Workplace Culture: Diversity, equity, and inclusion issues must be addressed, and these ideas must be included into the organisation. This suggests that DEI training must be implemented, staff resource groups must be formed, and a business career path must be established. Additionally, studies reveal that those who support a positive corporate culture have an effect on employees' job happiness and productivity.

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