Essay Writing Australian Fast-Fashion Market - Management Assignment Help

Assignment Task

Critical Essay -
H&M Group is a series Swedish fast-fashion retailer founded in 1947 and currently operates in 72 different markets, with offices locally here in Australia. H&M group employs 177,000 employees across its 8 brands. According to 'Hennes & Mauritz Pty Limited' (IBISWorld 2017) H&M has approximately 1,970 people working in its Australian stores and in corporate positions. The fashion giant is slowly establishing a foot in the Australian fast-fashion market, where other local companies such as The Cotton On Group and Fast Future Brands have already established themselves with brands such and Cotton On, Factorie and Valleygirl. Effectively managing Public Relations in the establishment of a brand in a foreign market is crucial for H&M if they wish to remain competitive against local brands. In January of 2019, H&M ran advertising for a new line of children’s clothing and used an image of a young black boy wearing a jumper reading ‘coolest monkey in the jungle’ in the campaign. The image was met with outrage internationally with local sites such as SBS and The Sydney Morning Herald reporting locally. H&M used a variety of Public Relations tactics to deal with the issue and was met with a polarizing reception to the response
 

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