Hennes & Mauritz Group

Executive summary

Marketers believe an attractive model can set a positive attitude to consumers because they represent the definition of beauty in mainstream society (Henderson-King, Henderson-King& Hoffmann, 2001), while the Hennes & Mauritz group（H&M）used computer-generated models for its online swimwear campaign aiming to attract more consumers and achieve more purchasing.

It could be a good choice for H&M to reduce cost on hiring real models, and to boost sales by using a perfect body to attract consumers, while the negative influence on consumers’ perception and attitudes are more concernful. Female consumers might be keen to apply that perfect body to them, which may result in self-esteem damaged. And the impact of this issue on consumers’ attitude in terms of cognitive, affective and behavioral can be harmful to the company’s brand image. Furthermore, the conflict between H&M and consumers due to the differences of value may lead to change in intention of purchasing and willingness to recommend.

Based on the analysis of the cause and impact of this issue, a recommendation is given in the report, suggesting H&M to employ a new campaign named “You are H&M’s top model”. To give all the consumers a chance to become the model of H&M’s online shop, which would develop a better communication with consumers and gain a more positive attitude from customers as well.

Contents

Executive summary        

Contents        

1. Introduction        

1.2 Background of the issue        

2. Analysis of the issue        

2.1 Cause of the objection towards the issue        

2.1.2 Common aesthetics        

2.2 Cause of misinterpretation        

2.2.1 Stimuli misinterpretation        

2.2.2 Overlook individual’s characteristics        

2.3 Impacts on company and consumers        

2.3.1 Conflict on the value between the company and consumers        

2.3.2 Impacts on consumers’ emotion        

2.3.3 Consumption intention        

3. Recommendation        

3.1 Primary Objective        

3.2 Audition of online models