![]() Firstly, their shirt for newborn babies have raised a debate in social media with aggressive slogan like “ Living proof My Mum Is Easy” or “Its a tits man” (Scott 2009). Cotton on, in the other hand, had many times facing crisis about offensive language used in their product. Therefore, if H&M makes an attempt to change the problem, they can enhance the brand image, gain more trust among the community and customers. Many articles now question the promise of “sustainability” from them, which would highly affects the customer feeling. According to a report by Preston (2016) from Clean Clothes Campaign, they said that “when best is far from good enough” about the working conditions and worker’s rights of Cambodia labor for H&M. Towards H&M, there are many complaints about brand’s ethnic towards working conditions for workers in their factories. However, growing to a be worldwide brand, these companies have encountered a number of crises that they have to learn from those lesson and improve the business. ![]() For example, when H&M came to Dubai, advertisements of super model Gisele Bündchen were photoshopped to cover her revealing arms and chest due to the modest dress code for Saudi Arabia’s women in public (Rawi 2011)Īs the result, in my point of views, they both communicated their message effectively and successfully. As Wind (1986) encourage companies to ‘think globally and act locally’, enterprises should have worldwide standard for their products, but need to alter it to adapt into the local market (Yalcin & Cimendag 2012). These global company always have to confront and address cultural differences in able to understand their customer and meet their needs. H&M and Cotton On are both global brands, therefore communication towards customer portraits their approach and mission consistently in every country. Global brand with a lot of accessibility.To have a closer look at these brands, I have put them into two model: SWOT and CBBE The two global company has gained a lot of brand awareness over the world, becoming those of the most well-known and popular retailer. They aim to offer fashion at outstanding value, in a sustainable way (H&M n.d) They have five unique fashion brands: H&M, COS, Cheap Monday, Weekday, Monki with 4,393 stores in 65 markets and e-commerce in 35 markets. H&M is a Swedish second largest global clothing-retail company, making fast-fashion clothing for men, women, teenagers and children. They aim to deliver on-trend basics and fast, fun fashion at affordable price (Cotton On n.d) The company includes six brands as Cotton On, Cotton On Body, Cotton On Kids, Factorie, Typo, Rubi, Supre. Opened the first store in 1991, it has expanded to 1300 stores in 17 countries with 19,000 staffs. ![]() Cotton On is an Australian fast-fashion retailer for men, women, teenagers and children.
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