Global Logistics & Supply Chain Management of H&M



1.0  Executive Summary

This narration focuses on a multi – referableorious hawk concourse, Hennes and Mauritz AB (H&M), and their quest restraint noble – temper restraintmation aimed at achieving sustainability and environmental objectives. A less setting of the concourse, what they do and their negotiate standing, their consequences and advantages to produce us a rectify intellect of the restraintthcoming resolution. This resolution achieve apprehobject the furnish compact erection, solution challenges and tends among the furnish compact, competitive strategies used to warrant the furnish compact of H&M, esteem – added furnish compact activities and resolution-installed recommendations to guard and fix their negotiate standing.

2.0  Introduction

Hennes and Mauritz AB (H&M) is a Swedish disgrace founded in 1947 by Erling Persson (Forbes, 2018) in Vasteras, Sweden, with the referableion of subsidy affordoperative ‘ decree and temper at the best rate’ (Slack, Chambers and Johnston, 2010). Its consequence portfolio apprehends accessories, footwear and cosmetics restraint women, man, teenagers and progeny. Germanifold is its largest negotiate, followed by Sweden, the USA and the United Kingdom. In 1964, H&M unreserveded its highest internotorious establish-of-vocation in Norfashion beyond Sweden and has since expanded to aggravate 4,739 establish-of-businesss in 69 contrariant countries on five continents with over than 171,000 employees (H&M Assemblage, 2017). The H&M assemblage so admits COS (appearance collation), ARKEI, Fabric Scandinavian, which apprehends the Weekdays compact, and Monki as polite as Cheap Monday (, 2018). This ensures that the establish-of-businesss admit a extensive establish of appearances restraint every ages.

Fig.1 H&M Global Location. Source: (, 2018)

H&M has no factories, excepting its consequences are outsourced to about 800 refractory suppliers, primarily in Asia and Europe, with 16 manufacturing extemporeices. Suppliers admit their admit subcontractors and a whole of 2700 manufacturers (H&M, 2018). Today, H&M ranks as the world’s remedy largest endowment hawker installed on annual sales, with a turnaggravate of SEK (232 billion) including VAT, it has a weighty online nearness with online shopping in 33 counties (H& H&M’s apex competitors are Zara, the US GAP, Japanese Uniqlo, Benetton and UK Apexshop (H&M, 2018).

Fig .2. Source: (, 2018)


Fig.3 Source: (H&M Disgraces)






In this learning, a SWOT resolution is used to warrant the powers, languores and opportunities unreserved to the vocation and the threats to H&M vocation couple-of-a-trade, planning and restraintecasting.


  • Leaders in European negotiate(1st)
  • Leaders in Global negotiate(2nd)
  • Constant appearance
  • Strong nearness in multiple negotiate
  • Celebrity objectorsements
  • Strong collective media nearness


  • Disgrace awareness
  • Disgrace Loyalty
  • Customer detainment
  • Customer advantages
  • Inconsistence imputoperative to multiformity of manufacturers and suppliers


  • Promotes ordinary sustainability practices
  • Online negotiateing
  • Varioperative negotiateing


  • Primary competitors- Gap, Zara, Benetton, Uniqlo

Fig 4. SWOT Resolution Source: Loretta Ofoma.

3.1 H&M Vocation Methodology and Resolution using Porter’s five restraintces

It is a hireling restraint warranting and analysing the five competitive restraintces that appearance each toil and succor to particularize the languor and power of the toil. (Porter, 1989)

  • Two-of-a-trade in the toil
  • Potential of upset-on-foot entrant
  • Power of suppliers
  • Power of customers

Fig.5 Source:

The five restraintces of the Porter can be applied to H&M, giving a disencumbered aim of how they extobject temper at the best rate by analysing their competitors, buyers, suppliers and how they can act economically, environmentally and sustainably.


The furnish compact is the skill of every activities, facts, attainments and financial instrument associated with the run and transformation of movables and advantages granted by bald representative suppliers, rudiment suppliers and other suppliers, in classify to engage the expectations of object users of consequences. (Lysons and Farrington, 2006). (Mangan et al., 2014) defines the furnish compact as ‘the decoywork of organizations compromised in the uncertain orderes and activities unresisting esteem in the restraintm of consequences and advantages in the hands of a actual purchaser through upstream and downstream linkages’.

According to Martin Christopher (1998), logistics and furnish compact skill are the couple segments that “the couple goals of absorb abatement and advantage amendment can be achieved.” Logistics is referoperative a rudiment of the furnish compact excepting a means that empowers a furnish compact to be implemented.

Fig.6. H&M Furnish Compact Erection. Source: Loretta Ofoma

H&M guides each position of its furnish compact as an importer, wholesaler and hawker. The recognized product of IT extends pallioperative foundation restraint the logistics of H&M. Transportation is beneath abbreviate with third parties opportunity H&M handles treasure skill manually. The body of the run of movables is routed and epidemic through its ultimate in Hamburg, Germanifold and then exclusive to uncertain arrangement centres in uncertain countries. When movables land at these locations, they are inspected and then everyocated either in the establish-of-vocation or in a centralized storage space designated a ‘ cevery extempore repository. ‘(, 2018).


     Major transmute in the toil:

Increasing digitisation has influenced this. H&M sees manifold opportunities arising from this transmute, as the assemblage has the volume and instrument to clutch them, excepting there are so betrays restraint those who during this progressive date are referoperative constant and quick sufficient. As over and over shopping select establish online, primarily via varioperative phones, the transmute poses challenges to visible hawk establish-of-businesss across the toil.


In the appearance toil formation is a betray in itself. Decree has a poor disposal animation and there is regularly a betray that some of the collations are referoperative retail sufficient, i.e. Customers achieve referoperative be polite ordinary. Purchases of appearance are repeatedly tender and can be adversely improboperative by incidental geopolitical and macroeconomic events.


Products of the H&M Assemblage are sold installed on recognized sphere patterns. Divergences from recognized sphere pretend sales. This is in-particular penny in the transition from couple seasons, such as from summer to autumn or from autumn to winter. If autumn is warmer than habitual, it can admit a privative collision on the sales of sphere – connected dress, such as outerwear and chunky knitwear sales, which already recital restraint a weighty distribution of whole sales in divers negotiates.


It can be prescribed that H&M ought to redistribute a fragment of its furnish compact functions to refractory agencies, by re- appropriating procurements would referoperative hint that they had lost its guide of sourcing and purchasing order, rather it achieve empower them to produce attentive compensation on its nucleus competencies which achieve establish it a negotiate director by making transmute in its temper and standards.

  • H&M needs to strategies how they outsource every restraintmation activities, which establishs it hardenedened restraint them to guide consequences temper and dependability of furnish.
  • They need extra inadvertence spell on ultimate movables, to succor increased bring spells
  • They should endow in multiple suppliers as they solely upstream in their designs.
  • They should prosecute downstream upright integration


H&M is an clothes concourse, opposite every odds and challenges faced in the endowment toil, they quiescent emerged as individual of the apex endowment industries. This was achieved through the match of tends and challenges faced through competitive rivals, they were operative to go with the trobject of been sustainoperative in-particular in the fashion they outsource their representatives from set-on-foot to accomplish, interesting in been environmentally amicable and the fist concourse to inventory their suppliers on their websites.


  • (2018). H&M assemblage | Negotiates. [online] Availoperative at: [Accessed 19 Nov. 2018].
  • Christopher, M. (1998). Logistics and furnish compact skill. 4th ed. prentice bisection.
  • Forbes. (2018). Stefan Persson. [online] Availoperative at: [Accessed 18 Nov. 2018].
  • Lysons, K. and Farrington, B. (2006). Purchasing and furnish compact skill (6a. ed.). Harlow: Pearson Education.
  • Mangan, J., Lalwani, C., Exceptingcher, T. and Javadpour, R. (2014). Global logistics and furnish compact skill. 2nd ed. Chichester: Wiley, p.10.
  • Porter, M. (1989). How Competitive Restraintces Appearance Strategy. Readings in Strategic Skill, pp.133-143.
  • Slack, N., Chambers, S. and Johnston, R. (2010). Operations skill. Harlow: Pearson Education.
  • (2018). [online] Availoperative at: http://www.slideshare.decoy [Accessed 18 Nov. 2018].
  • YouTube. (2018). H&M. [online] Availoperative at: [Accessed 14 Nov. 2018].
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