The Key Role of Retail Stores in Fast Fashion Companies: The H&M Case Study

Abstract

The chapter investigates the key role played by a system of directly operated stores in the fast fashion business model. For this purpose, a descriptive case study has been carried out on Hennes & Mauritz AB (H&M), one of the leading companies in the fast fashion sector with a wide network of retail stores across the global market. The case study has shown that the store represents the heart of H&M’s business model, since, through direct control over the retail network the company is able to develop a profound level of market knowledge, advantageous for launching onto the market, continuous and successful ranges of fashion apparel.