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H&M communicate with their target audience through their advertising campaigns. They work with some of the world's best photographers, models and style icons to create these. They don't aim to communicate any specific ideal, but rather a large range of styles and attitudes along with a strong positive attitude. All of the campaigns show the season’s designs and the prices of the clothes pictured. The advertisements that they produce are largely identical in all of our markets, but the media strategy is adapted to local requirements and conditions. Each season they strive to feature models with different looks, styles and cultural backgrounds to advertise their concepts for women, men, teenagers and children. H&M place their campaigns in locations where there is a large footfall such as in shopping malls (Lakeside Shopping Centre) and in train stations (London Liverpool Street Station). As outlined in their advertising policy, the models depicted must portray the current fashion in a positive and healthy manner and they deliberately take distances from drug and alcohol abuse, and do not use models that are not portraying H&M in a way that is in accordance with that policy. H&M stay far away from controversial advertising campaigns and always strive for a positive image to be created.

Both of these retailers communicate with their target audience through social media platforms. H&M communicate across lots of social media platforms; Facebook, Twitter, Instagram, Pinterest and Google+. Twitter and Facebook can both be reached on several devices; laptops, computers, mobile phones, tablets where as others such as snapchat can only be reached though tablets or smartphones. H&M have attracted more than 14m fans to its Facebook page and posts several updates a day apart from on the weekends. Similarly, H&M has run several competitions recently that require fans to submit their own photos for a chance to win, which is a great way to encourage engagement that is relevant to the brand and more meaningful than just asking for a ‘like’ on Facebook or a ‘retweet’ on Twitter. One example offered fans the chance to win tickets to Coachella by posting photos of their festival style on Tumblr using the hashtag #HMCoachella, while another asked entrants to post photos of their best ‘bike style image’ on Instagram using the hashtag #HMBikeStyle for the chance to win clothes from the H&M Brick Lane Bikes collection.

Another feature worth mentioning is H&M’s Autumn Collection 2013 app that it used to live stream its Paris fashion show in February. It promoted the live stream with several posts inviting fans to enjoy “an exclusive front row seat” and a highlights package is still available on its Facebook page.

Though live streaming through Facebook isn’t necessarily a new idea, it is a good way of rewarding fans and giving them a reason to navigate to the brand page.

One noteworthy Twitter campaign by H&M recently was a Q&A with brand ambassador David Beckham.The footballer responded to around 30 questions from fans using the hashtag #AskBeckham, including queries about his fashion mistakes, plans for the future and his favourite goal.This is a great use of Twitter as it gives fans a unique opportunity to speak to a global celebrity, though it obviously required H&M to spend millions on sponsorship.

H&M’s most recent platform for communication is Snapchat. Burberry also use Youtube.

were the first luxury brand to run a Snapchat Discover channel native ad. is dedicated to promoting Mr. Burberry, the luxury brand’s latest men’s fragrance and accompanying capsule collection and men’s grooming products. While many fashion houses, including Burberry as well as Marc Jacobs, Alexander Wang and Chanel, have launched Snapchat accounts to show behind-the-scenes footage and stream runway shows, this marks the first time a luxury fashion brand has sponsored an entire Discover channel.Burberry was early to turn user-generated content into its own social media platform (the Art of the Trench), which it launched in 2009. After that, it has been among the first to test new social media channels and developments: it jumped on Snapchat and Periscope, and tested Instagram’s video ads and Twitter’s buy buttons as they rolled out. At the end of 2014, Burberry upgraded its mobile site, which resulted in its mobile revenue tripling.

Launching their Facebook page in 2009, Burberry were one of the first luxury brands to use the social networking giant and have now amassed a huge 17 million followers. Using the page to share product campaigns, behind the scenes content, catwalk footage, company milestones, announcements and store openings. Social media platforms are a hugely effective and free way for retailers to communicate with their message with their target audience.

H&M use their popular collaborations to communicate with their customers, it pulls in extending customers, including customers whom usually shop at higher end retailers. Celebrities often purchase items from collaborations. H&M’s most recent collaboration was KENZO X H&M, they have also collaborated with Balmain, Karl Lagerfeld, Stella McCartney, Jimmy Choo and Alexander Wang.

Retailers use visual merchandising to communicate with their target audience, both in the stores interior and through window dressing on the outside.