- Visit a popular store, like an Apple reseller, Nike, Levi’s, H&M or Ikea. The brand should be well-known and you must visit a shop where their products are being displayed or distributed. In smaller towns you may not have access to these stores, in this case you will need to find a section showcasing these items and view how they are displayed or laid out. Before going to the shop, determine the following about their brand identity and, once at the shop, evaluate how they remain true to their brand identity or how they do not. How is the brand identity enhanced (or perhaps, not expressed) at the point of customer interaction? Hand in a write-up with photos of the following:
- What brand identity element are they using in their logo (e.g. abstract mark or word mark)?
- What do you think their brand ideal is?
- How do they remain true to their brand ideal within their shops?
- Evaluate the customer experience according to the brand ideal. (For example, if the brand ideal is “innovation”, do you get a sense of that ideal when you visit the outlet?)
Evaluate the visual display of the products according to the brand ideal. (For example, if the brand ideal is “value”, is this expressed in the way they display the products?)
For this Lesson Task I wanted to visit H&M or IKEA. I love them both and what they stand for. Both make beautiful, sustainable , quality items to an affordable price and both care about the planet and the people who work there and of course the customers. Both have their roots in Sweden like me.
In the end I decided to visit H&M because there is no such thing as having to much clothes, right? So if I was going to do a little shopping at the same time I could get the full customer experience as well.
What brand identity element are they using in their logo (e.g. abstract mark or word mark)?
H&M is a word mark logo. The brand was founded by Erling Persson in 1947. H&M started out with selling clothes only for women and was called “Hennes” at the start which is the Swedish word for “Her”. In 1968 “Hennes” merged with Mauritz Widforss and this was the start of sales of men’s and children’s clothing. Over time the logo has changed a few times more. Today it has a bold red color with a simple and clean look. The H&M Iconic logo is well known all around the world and you can find their stores almost everywhere.
What do you think their brand ideal is?
Affordable quality, sustainable, fashion for everyone.
H&M believe that great colleagues makes the difference. Diversity makes them strong. They believe in people. They constantly try to search for how they can improve and their success is built on creativity, innovation and excitement of making immediate impact. Being aware of their expenses and making smart sustainable choices. Creating a inclusive and welcoming place to work, where ideas comes from anywhere acting on the best ones. Always competing for every single customer’s heart, to be their first choice. Every day. Everywhere.
How do they remain true to their brand ideal within their shops?
The clothes are shown with a sense of pride and beauty. Everything has its place with signs showing the price without saying cheep. You could se a lot of green clothing tags with information of sustainability. Everything has a price tag so you never have to wonder what the price is. They have signs of membership benefits showing you could get an even better deal as a member. They have a lot a different styles to choose from. Something for everyone. Helping you with matching outfits positioned next to each other. The staff is smiling and helpful.
Evaluate the customer experience according to the brand ideal.
I love going shopping at H&M. I always feel welcomed and leave the store with a bag full of beautiful clothes feeling that you made a good deal. With my membership benefits I almost always have a bonus check or an extra discount on sale campaigns. The staff is smiling, helpful and informative, wishing me a good day before I leave.
Safe shopping in a pandemic…
SOURCES:
H&M Logo
https://about.hm.com/content/dam/hmgroup/groupsite/documents/en/hm-way/HM%20Way_en.pdf.
https://hmgroup.com/about-us/our-values.html