FASHION BUYER H&M
Fashion business and retail
Project 2 Fashion Buying For H&M In Collaboration With The Design Studio
SUPPLY CHAIN Being a buyer at H&M we are committed to developing , long-lasting connections with our suppliers that rely on openniess and trust. Our supply chain is complex, including multiple suppliers in the process of turning raw materials into final goods. We do not own any factories, like the majority of apparel manufacturers. Rather, we collaborate with independent producers. We initially made our supplier list public in 2013 to promote transparency. We have kept revealing ever-more information since then. (1)
SUSTAINABILITY AND GOALS Since all materials have an impact on the environment, human health, and the climate, as buyers at H&M, we want to discover the best materials to help make the company more sustainable. By 2030, we want 100% of our materials to be recycled or sourced more sustainably, and by 2025, we want to use 30% recycled materials.(2) As buyers, we want to use more recyclable materials like recycled polyester and recycled cotton. We want to raise the percentage of recycled materials in our products to 24% and the percentage of materials sourced more sustainably to 84%, so we're making good progress towards our objectives.(2) As a buyer and finding out Customers are becoming increasingly concerned about the sustainability of the brands and the impact that clothing has on the environment. For example, since cotton uses so much water, shoppers at H&M are choosing organic or recycled cotton, as 95% of the cotton the company currently sources is recycled or sourced more sustainably. It means that we will soon be able to use 100% preferred cotton, which is our goal (3).
JOB ROLES Identify industry trends: HiH&M buyer's jobAlvarado is there! My name is Lorna and I am a person who loves learning
to identify current and emerging trends in new things, discovering new places, the fashion industry.(4)
and trying new things. I also enjoy spending time with my family and
Monitor clothing budgets:friends, H&Mplaying have sports, reading, and exploring the outdoors. budgets for the number of clothing items I am passionate about living a life and the amount of merchandise they
purchase for resale.(4)
that is meaningful and making a positive impact on the world. I am
always H&M looking for ways to be of Determine ideal retail prices: evaluate service to others.
competitors' prices and to determine retail prices that provide the larger profit margins.(4) Assess clothing quality: H&M buyer Before purchasing clothing and accessory items
The job of a fashion buyer is
from supplier must look at and assess their
to forecast the next trends by
quality to ensure they're worth the price.(4)
analyzing consumer purchasing behavior. Buyers must take into account consumer demand, pricing points, and the overall market
WORK WITH?
while designing new range (5)
Typically, fashion buyers collaborate with the marketing and merchandising departments. This ensures that each department has a common understanding of the brand's strategy and goal. (6)
FASHION BUYER
lucy catton
fashion buyer
SKILLS 1. Analytical and numerical H&M buyers need to have a confident grasp of numbers and statistics. They need to be able to analyse data including sales figures, set and manage budgets and be comfortable working with spreadsheets. Attention to detail is a must as most buyers have strict budgets and deadlines to stick to.(7) Organisation The H&M buying department works quickly, handling the intense workload needs strong time
JUSTIFICATION When creating an infographic about a buyer's job role, I wanted to include all of the main responsibilities they have as well as the skills that are essential to have. I designed the page with images of a buyer using Canva, which I enjoy designing on because it allows me to add details that make an infographic stand out. I also included a summary of the definition of a buyer and the people they work closely with, such as in marketing. I struggled to find the skills that buyers need because, at first, it was easy to find information about why they are useful, but with more googling and research, I managed to find a website to provide specific information.
management skills and the ability to perform well under pressure.(7) Interaction Since buyers at H&M collaborate with many different departments, good communication is essential. Getting the correct products into stores at the right time requires interaction between many different teams.(7)
6
White Jumper I picked this Off-shoulder Knitted Long Sleeve top, which is made of 100%organic cotton this is perfect for a comfy minimal outfit and great for the colder months
Khaki Blazer
new in
I picked this oversized blazer which is made from polyester which is great to dress up and dress down with any outfit.
Justification
trend forecasting
2024 winter
Before designing my range plan, I had to use my skills to predict trends, which is something that buyers should do in order to avoid purchasing items that they don't think would sell. I did this by looking at WGSN and Vogue to see what they thought would be more popular. I decided that more beige and neutral tones would be trending, and I used the colour’s white and khaki to create six cohesive items for my range plan. I enjoyed designing the page, but I struggled to find good materials that the items could be made of, as we at H&M are looking to make our products more sustainable so I used 100% organic cotton in 2 of our pieces
White Dress I picked this Tweed U-neckline Solid Mini Dress which is made of polyester which I like a good dress for a classy evening event.
Khaki Jumper I picked this Off-shoulder Solid Long Sleeve top, which is made of 100% organic cotton which is very casual but also elegant.
White Trainers I have picked these white trainers which are made from recycled polyester and faux leather these basic white shoes are a staple for any outfit.
White Trousers I have picked these High Waist Pleated Wide Leg Pants which are made with 97% polyester 3% spandex spandex these trousers are a necessity in any wardrobe
I wanted to make a range plan. As a buyer, it's crucial because it outlines every product and how they will perform, as well as all the sales and revenue figures. To create my range plan, I utilized the same images that I used for trend forecasting. I used a Google Sheet for my range plan, which I found difficult to use because we had to add forms that I didn't understand. However, after talking to some people, I discovered that there was an easier way, which was to create a formula for one company and paste it into each other box to get the answer for each column. This helped me because it saved time. I enjoyed choosing the size range and adding the names and images because it made the collection more cohesive and nicer to look at. The next time, I'll make a note of every formula that will be useful to me in the future.
range plan https://docs.google.com/spreadsheets/d/14ftKzjOCj u3wamLZv06h3pZOf8eFJng2lOC6TDcth3w/edit#gid=0
PRODUCTION TECHNOLOGY ISSUES ? THE PRODUCTION MATERIALS ? With studying The problem with H&M's materials is that they employ synthetic materials; roughly 20% of the materials we source are synthetic due to the blend of fibers used to create longerlasting and more frequently used products. (8) This is a problem because, after our clothing is washed, the synthetic materials release microscopic plastic fibers that end up in the water and are consumed by fish and other water life. The microplastic then makes its way up the food chain and lands on our plates.(9)
What H&M is doing quite well to fit the materials is using more recycled materials, such as recycled wool, which comes from waste or cut-offs created during clothing production or from collected garments. By recycling wool, it saves raw materials and reduces what ends up in landfills. and also get recycled plastic bottles, shampoo bottles, and other plastic containers. This is used to make new products, such as accessories. What helps reduce waste in land(10)
THE NEW TECH? H&M CAN TRANSFORM UNWANTED GARMENTS INTO NEW FASHION FAVOURITES WITH THE HELP OF THE RECYCLING SYSTEM "LOOOP" H&M has a new stytem opened In October the public could experience H&M's innovative system, the Looop, at its stores on Drottninggatan in Stockholm. This is the first garment-to-garment recycling system that H&M has implemented. H&M are continuously looking for new innovations and technologies to help change the fashion business while trying to reduce water . The Looop by disassembling and reassembling used clothing using a particular technique. The clothes are washed, cut into fibers, and spun into fresh yarn, which is knitted into trendy items. Compared to making clothes from scratch, the technique has a much smaller environmental impact because it needs no chemicals or water.(11)
H & M
A N D
T H E
D E S I G N
S T U D I O
CRITICAL COMPARISON
ON H&M AND DESIGN STUDIO
H&M
TDS
&M uses manufacturers all over H the world to purchase fabrics as cheaply as possible.(1) In order to stay ahead of trends, H&M will use trend forecasting to make sure that materials and other purchases are made at least a year in advance. (3) When purchasing their supplies, Swedish company H&M does not assist its local manufacturers. Most of their suppliers are located in China or Bangladesh. (4)
Unlike H&M, who sources its fabrics and other items from all around the world, TDS sources everything locally. (2) Since every product is handmade to order, purchases are made only when fabric is low or about to run out. As a result, buttons, fabric, and other supplies are only acquired when needed.(2)
H&M has more negotiation leverage when purchasing supplies. They will
TDS makes every effort to assist local companies. They purchase the majority of their fabric, for instance, from Abakhan in Mostyn, North Wales, which is excellent for reducing CO2 emissions because
probably exert more pressure on manufacturers to reduce their prices as a result of their large orders
the fabrics are not transported long distances using a lot of diesel (ships, lorries (5)
because the manufacturers can't pass up the opportunity to larger
Since TDS is a smaller company
profit.
than H&M, they have a tougher time negotiating pricing for their fabric,
H&M commits to certain values, For instance, although they are making an effort to be more environmentally
which makes it more difficult for them to acquire supplies and turn a profit.
friendly in the throwing away stage, they are still producing a lot of
TDS
clothing that people absolutely need. (6)
do
not
supports
strong
ethical
standards. They don't purchase massive gains; they buy what they believe in. They truly think that the environment should be supported during the cycle of fashion.
(1) https://poundfabrics.co.uk/blogs/blog/why-buywholesale#:~:text=But%20a%20common%20reason%20for,the%20costs%20that%20you%20incur. (2) https://lovetds.com/ (3)https://www.linkedin.com/pulse/what-trend-forecasting-why-relevant-my-brandflaunter#:~:text=To%20succeed%2C%20designers%20must%20stay,needs%20in%20the%20current%20market. (4) https://hmgroup.com/sustainability/leading-the-change/transparency/supplychain/#:~:text=We%20do%20business%20with%20over,in%20Europe%2C%20Asia%20and%20Africa.&text=China %20and%20Bangladesh%20are%20the,market%20for%20our%20beauty%20assortment. (5) https://www.instagram.com/thedesignstudiohawarden/?hl=en (6) https://www.greenpeace.org/international/story/62308/how-fast-fashion-fuels-climate-change-plasticpollution-andviolence/#:~:text=Partly%20because%20of%20all%20this,fashion's%20role%20in%20climate%20change.
REFERENCE LIST (1)https://hmgroup.com/sustainabilit y/leading-thechange/transparency/supply-chain/ (2)https://hmgroup.com/sustainabilit y/circularity-and-climate/materials/ (3)https://www2.hm.com/en_gb/sust ainability-at-hm/ourwork/innovate/our-cottonexplained.html (4)https://www.fashionretailacadem y.ac.uk/resources/guide-to-fashionbuying (5)https://www.lcca.org.uk/blog/care ers/what-does-a-fashion-buyer-do/ (6)https://www.fashionretailacadem y.ac.uk/resources/guide-to-fashionbuying#:~:text=Fashion%20buyers% 20generally%20work%20alongside, budget%20and%20customer%20buy ing%20patterns. (7)https://careerswales.gov.wales/jo b-information/buyer/skills-andqualities (8)https://hmgroup.com/sustainabilit y/circularity-andclimate/materials/synthetics (9)/https://www.greenpeace.org/inte rnational/story/6956/what-aremicrofibers-and-why-are-ourclothes-polluting-the-oceans/ (10)https://www2.hm.com/en_gb/sus tainability-at-hm/ourwork/innovate/all-stars.html (11)https://about.hm.com/news/gene ral-news-2020/recycling-system-looop--helps-h-m-transformunwanted-garments-i.html
GLOSSARY
FASHION BUYER Determine what to buy, what number of products to buy, and what their target market wants. FAHSHION MERCHANDIER In order to make sure that the products gave will maximize profit, fashion merchandisers additionally apply critical analytical insights, marketing, and managerial skills. SUPPLY CHAIN A supply chain including each stage needed to transform raw materials and components into finished goods and deliver them to the final consumer. RANGE PLANNING Everything from sketches, sizing, quantities, price, margins, and is covered in the range plan. CAPSULE COLLECTION A simplified, frequently collection representation of a designer's concept CAD A technical drawing of a garment that displays the seams and stitches when it is placed flat Garment Tech It is the responsibility of garment technologists to design and produce clothing. PREMIUM BARAND An organization having a high standing
TREND ADAPTION At this point, a company will try to adapt a trend so that it better appeals to their target market. BUBBLE UP where public inspiration travels before finding its way into luxury fashion TRICKLE DOWN This is the process by which less expensive retailers than high-end and luxury labels draw inspiration from runway styles.