H&M launched their international marketing campaign in March headed by a collection entitled “Conscious Collection”. This collection’s message is quite different from the normal “fast fashion lifestyle” voice H&M shoppers are accustomed to. The new message encourages customers to be more socially and environmentally conscious about their consumption choices and remain fashionable while doing so. However, since H and M operates in so many countries and cultures around the world, what constitutes a conscious collection may vary locally.
As we will see, rather than applying a blanket brand messaging strategy globally, H and M localized their approach to suit cultural preferences, while the actual merchandise is the same worldwide.
H&M’s “Conscious Collection*” website is translated into several languages for prospective consumers all over the world. In the English version, the message for the “Conscious Collection” reveals the importance of organic cotton and why growing it is significant for environmental protection and for worker safety. In the Chinese version of the site, the message is much different: “For the past 40 years, polyester fiber has been the most labor-intensive fiber. The misfortune is that polyester cannot be recycled. So in recent years, we started extensively using recycled polyester!” This message is quite different from its English counterpart, with no mention of worker safety and only subtle associations with environmental protection, namely through recycling. For a collection that touches on universal social equality and environmental consciousness, localization of the brand’s message is quite apparent.
Whether the Conscious Collection is a sincere effort to contribute to environmental sustainability and socially responsible consumption or is simply a marketing tactic is debatable, yet the campaign with its localized brand messaging could serve to improve brand perceptions in the minds of consumers, repositioning H and M not only as a fast fashion brand but as a green and equitable one.
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