Global Logistics & Supply Chain Management of H&M (2024)

Global Logistics & Supply Chain Management of H&M (1)

1.0 Executive Summary

This report focuses on a multi – national retail company, Hennes and Mauritz AB (H&M), and their quest for high – quality production aimed at achieving sustainability and environmental objectives. A short background of the company, what they do and their market position, their products and services to give us a better understanding of the following analysis. This analysis will include the supply chain structure, key challenges and trends within the supply chain, competitive strategies used to differentiate the supply chain of H&M, value – added supply chain activities and analysis-based recommendations to maintain and strengthen their market position.

2.0 Introduction

Hennes and Mauritz AB (H&M) is a Swedish brand founded in 1947 by Erling Persson (Forbes, 2018) in Vasteras, Sweden, with the idea of offering affordable ‘ mode and quality at the best price’ (Slack, Chambers and Johnston, 2010). Its product portfolio includes accessories, footwear and cosmetics for women, men, teenagers and children. Germany is its largest market, followed by Sweden, the USA and the United Kingdom. In 1964, H&M opened its first international store in Norway outside Sweden and has since expanded to over 4,739 stores in 69 different countries on five continents with more than 171,000 employees (H&M Group, 2017). The H&M group also owns COS (style collection), ARKEI, Fabric Scandinavian, which includes the Weekdays chain, and Monki as well as Cheap Monday (About.hm.com, 2018). This ensures that the stores have a wide range of styles for all ages.

Global Logistics & Supply Chain Management of H&M (2)

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

H&M has no factories, but its products are outsourced to around 800 independent suppliers, mainly in Asia and Europe, with 16 manufacturing offices. Suppliers have their own subcontractors and a total of 2700 manufacturers (H&M, 2018). Today, H&M ranks as the world’s second largest clothing retailer based on annual sales, with a turnover of SEK (232 billion) including VAT, it has a significant online presence with online shopping in 33 counties (H&M.com.2017). H&M’s top competitors are Zara, the US GAP, Japanese Uniqlo, Benetton and UK Topshop (H&M, 2018).

Global Logistics & Supply Chain Management of H&M (3)

Fig .2. Source: (www.slideshare.net, 2018)

OTHER BRANDS

Global Logistics & Supply Chain Management of H&M (4)

Fig.3 Source: (H&M Brands) https://about.hm.com/en/about-us.htm

3.0 H&M SWOT ANALYSIS

In this research, a SWOT analysis is used to identify the strengths, weaknesses and opportunities open to the business and the threats to H&M business competition, planning and forecasting.

STRENGTHS

  • Leaders in European market(1st)
  • Leaders in Global market(2nd)
  • Fast fashion
  • Strong presence in multiple market
  • Celebrity endorsem*nts
  • Strong social media presence

WEAKNESSES

  • Brand awareness
  • Brand Loyalty
  • Customer detainment
  • Customer services
  • Inconsistence due to variety of manufacturers and suppliers

OPPORTUNITIES

  • Promotes current sustainability practices
  • Online marketing
  • Mobile marketing

THREATS

  • Primary competitors- Gap, Zara, Benetton, Uniqlo

Fig 4. SWOT Analysis Source: Loretta Ofoma.

3.1 H&M Business Methodology and Analysis using Porter’s five forces

It is a tool for identifying and analysing the five competitive forces that shape each industry and help to determine the weakness and strength of the industry. (Porter, 1989)

  • Competition in the industry
  • Potential of new entrant
  • Power of suppliers
  • Power of customers

Global Logistics & Supply Chain Management of H&M (5)

Fig.5 Source: https://www.slideshare.net/bearing21/porters-five-forces-template

The five forces of the Porter can be applied to H&M, giving a clear view of how they offer quality at the best price by analysing their competitors, buyers, suppliers and how they can operate economically, environmentally and sustainably.

4.0 H&M SUPPLY CHAIN STRUCTURE

The supply chain is the management of all activities, data, knowledge and financial resources associated with the flow and transformation of goods and services provided by raw material suppliers, component suppliers and other suppliers, in order to meet the expectations of end users of products. (Lysons and Farrington, 2006). (Mangan et al., 2014) defines the supply chain as ‘the network of organizations involved in the various processes and activities producing value in the form of products and services in the hands of a definitive purchaser through upstream and downstream linkages’.

According to Martin Christopher (1998), logistics and supply chain management are the two segments that “the two goals of cost reduction and service improvement can be achieved.” Logistics is not a component of the supply chain but a resource that enables a supply chain to be implemented.

Global Logistics & Supply Chain Management of H&M (6)

Fig.6. H&M Supply Chain Structure. Source: Loretta Ofoma

H&M controls each stage of its supply chain as an importer, wholesaler and retailer. The continuous development of IT offers excellent support for the logistics of H&M. Transportation is under contract with third parties while H&M handles stock management manually. The bulk of the flow of goods is routed and transmitted through its terminal in Hamburg, Germany and then distributed to various distribution centres in various countries. When goods arrive at these locations, they are inspected and then allocated either in the store or in a centralized storage room called a ‘ call off warehouse. ‘(About.hm.com, 2018).

4.1CHALLENGES AND ISSUES FACING H&M

Major shift in the industry:

Increasing digitisation has influenced this. H&M sees many opportunities arising from this shift, as the group has the capacity and resources to seize them, but there are also risks for those who during this transitional period are not fast and agile enough. As more and more shopping take place online, mainly via mobile phones, the shift poses challenges to physical retail stores across the industry.

Fashion:

In the fashion industry operation is a risk in itself. Mode has a limited shelf life and there is always a risk that some of the collections are not commercial enough, i.e. Customers will not be well received. Purchases of fashion are often emotional and can be adversely affected by unforeseen geopolitical and macroeconomic events.

Weather:

Products of the H&M Group are sold based on normal weather patterns. Divergences from normal weather affect sales. This is especially true in the transition from two seasons, such as from summer to autumn or from autumn to winter. If autumn is warmer than usual, it can have a negative impact on the sales of weather – related clothes, such as outerwear and chunky knitwear sales, which already account for a significant proportion of total sales in several markets.

5.0 RECOMMENDATION:

It can be prescribed that H&M ought to redistribute a portion of its supply chain functions to independent agencies, by re- appropriating procurements would not imply that they had lost its control of sourcing and purchasing process, rather it will enable them to give careful consideration on its core competencies which will make it a market leader by making change in its quality and standards.

  • H&M needs to strategies how they outsource all production activities, which makes it hard for them to control products quality and dependability of supply.
  • They need extra inspection time on final goods, to help increased lead times
  • They should invest in multiple suppliers as they only upstream in their designs.
  • They should pursue downstream vertical integration

6.0 CONCLUSION:

H&M is an apparel company, against all odds and challenges faced in the clothing industry, they still emerged as one of the top clothing industries. This was achieved through the adaptation of trends and challenges faced through competitive rivals, they were able to go with the trend of been sustainable especially in the way they outsource their materials from start to finish, engaging in been environmentally friendly and the fist company to list their suppliers on their websites.

References

  • About.hm.com. (2018).H&M group | Markets. [online] Available at: https://about.hm.com/en/about-us/markets-and-expansion.html [Accessed 19 Nov. 2018].
  • Christopher, M. (1998).Logistics and supply chain management. 4th ed. prentice hall.
  • Forbes. (2018).Stefan Persson. [online] Available at: https://www.forbes.com/profile/stefan-persson/ [Accessed 18 Nov. 2018].
  • Lysons, K. and Farrington, B. (2006).Purchasing and supply chain management (6a. ed.). Harlow: Pearson Education.
  • Mangan, J., Lalwani, C., Butcher, T. and Javadpour, R. (2014).Global logistics and supply chain management. 2nd ed. Chichester: Wiley, p.10.
  • Porter, M. (1989). How Competitive Forces Shape Strategy.Readings in Strategic Management, pp.133-143.
  • Slack, N., Chambers, S. and Johnston, R. (2010).Operations management. Harlow: Pearson Education.
  • www.slideshare.net. (2018).SlideShare.net. [online] Available at: http://www.slideshare.net [Accessed 18 Nov. 2018].
  • YouTube. (2018).H&M. [online] Available at: https://www.youtube.com/user/hennesandmauritz [Accessed 14 Nov. 2018].
Global Logistics & Supply Chain Management of H&M (2024)

FAQs

What type of supply chain does H&M have? ›

A typical fashion supply chain

From raw materials to finished garment, our products pass through many different suppliers on their journey to our stores. These suppliers are arranged into several tiers to make our supply chain. Each tier does business with its immediately adjacent tiers.

What are the problems and challenges faced in Global Supply Chain Management & Logistics? ›

the three critical challenges facing global supply chains: labor shortages, equipment availability, and the ripple effect of global bottlenecks. how companies are navigating a climate of persistent unpredictability.

What is supply chain management global logistics? ›

This course encompassess activities and techniques utilized in supply chain and logistics management including customer service, distribution planning, transportation planning, transportation forecasting, logistics documentation, purchasing and third party chain management.

What is global supply chain management and why is it important? ›

Global Supply Chain Management (GSCM) is the science of planning how the distribution of goods and services will make it from manufacturer to consumer. Global supply chain management is one of the most important disciplines in 21st century business.

How did H&M improve its buying cycle and responsiveness of its supply chain? ›

Not having any factories of its own, it utilises over 700 partner companies in more than 20 countries, relying on a network of external suppliers to manage its buying and production. H&M purchases garments from around 750 suppliers, with 60% of production taking place in Asia and the remainder mainly in Europe.

How are H&M products transported all over the world? ›

H&M does not depend on third party for its logistics and uses its own logistics services in the name of “H&M International Transportation, Inc.” H&M mainly uses Railways, Waterways and Roadways as their mode of transportation to Page 4 Vol-5 Issue-4 2019 IJARIIE-ISSN(O)-2395-4396 10784 www.ijariie.com 1560 deliver the ...

What are the factors affecting the global supply chain operations? ›

The most significant factors impacting supply chain risks are environmental, geopolitical, economic, and technological.

What are the most important issues in supply chain management? ›

Rising price of fuel to transport goods by road, sea or air. Increasing commodity prices raising the cost of raw materials. Higher labor costs from suppliers and manufacturers. Complex international logistics leading to higher charges for storage, transfer and management of products.

What are the 5 biggest supply chain issues? ›

Here are five major challenges that companies continue to face in their supply chains–and the solutions that will help logistics providers prepare for the future.
  • 1 - Huge E-commerce Growth. ...
  • 2 - Sudden Shortages. ...
  • 3 - Centralized Inventory. ...
  • 4 - Limited or Insufficient Visibility. ...
  • 5 - Patchwork Logistics.
3 May 2022

What are the 5 steps in the global supply chain? ›

The Top-level of this model has five different processes which are also known as components of Supply Chain Management – Plan, Source, Make, Deliver and Return. Let's deep dive into each component: Plan: Planning is imperative to control inventory and manufacturing processes.

What is the importance of logistics and supply chain management? ›

Logistics plays an essential part in supply chain management. It is used to plan and coordinate the movement of products timely, safely and effectively. Customers now not only include your neighbors and local friends; they include people from across the globe, as well.

Is global supply chain management a good major? ›

In this expanding economy, supply chain managers play an important part in the business world, which means that workers with a supply chain management degree are in high demand. With a degree or certificate, you can gain a great career with an impressive salary, and it won't take you long to start earning.

What are the benefits of global supply chain management for the company? ›

5 Benefits of Using Global Supply Chains
  • When you're running a business in a competitive marketplace (and really, aren't they all competitive?) you may have to get a little creative when it comes to squeezing out every last drop of profit. ...
  • Lower Costs. ...
  • Greater Variety. ...
  • Broader Perspective on Business. ...
  • Higher Volume.
26 Nov 2018

How does supply chain management help a company to improve efficiency and effectiveness? ›

Effective supply chain management enables companies to improve product flow through accurate demand and sales forecasting and also improve inventory management to arrest the bullwhip effect and avoid underproduction.

What do customers benefit from supply chain management? ›

One of the main benefits of supply chain management is its ability to decrease costs by improving inventories, adapt according to customer requirements, stabilizing relationships with distributors and vendors.

How can H&M improve supply chain? ›

The retailer pledged to reach 100% recycled or sustainable materials across the company's supply chain by 2030 and 100% sustainable cotton sourcing by 2020. It has an entire collection dedicated to showcasing more sustainable sourcing.

How does H&M maintain quality? ›

H&M ban the use of hazardous and environmentally damaging substances thoughout all production processes. All H&M suppliers commit to comply with our requirements and are educated in how to run production to our standards. Regular controls and inspections are also conducted to ensure your safety.

How are H&M products transported? ›

At present, shipping via sea or rail is the main mode of H&M's transportation from supplier to distribution centers (more than 80% of the volume).

Where does H&M get their materials from? ›

As seen in the present graph, China, Bangladesh and India are top three locations where H&M sources its products. This is also true for. In Sweden, where the retailer is headquartered, there are a total of 21 suppliers and factories manufacturing H&M's clothing products and accessories.

What is supply chain Manufacturing? ›

In product manufacturing, the supply chain facilitates the transfer and transformation of raw materials into finished products. From there, the manufacturer transports and distributes the products to a retailer or directly to a consumer.

Is HM centralized or decentralized? ›

Nevertheless, H&M has a decentralized system. There are 20 production offices dealing with 800 suppliers, and 20 country offices within 33 sales countries, handling all business affairs for the region it responsible for. Planning and organizing, such as store operation, advertising are carried out by managers.

What is the single most important factor in supply chain management? ›

Inventory

Inventory management is critical to the function of supply chain management, because without proper inventory management the production, as well as sale of the product, is not possible.

What factors do we have to consider when developing an effective and efficient supply chain? ›

Factors Affecting an Effective Supply Chain Management
  • Environmental Uncertainty. ...
  • Information Technology. ...
  • Supply Chain Relationships. ...
  • Manufacturing. ...
  • Supply Chain Management Performance. ...
  • Business Management. ...
  • Customer Satisfaction.
10 Feb 2021

What would you do to overcome difficulties faced in supply chain? ›

How to Solve Your Supply Chain Challenges
  1. Manage and Drive Down Costs in the Supply Chain.
  2. Optimize Inventory and Supply Chain Demands Across Multiple Channels.
  3. Improve Quality and Speed in the Supply Chain.
  4. Manage and Mitigate Risks and Issues in the Supply Chain.
  5. Use the Right Supply Chain Software Platform.
14 Feb 2019

What are the current global logistics issues? ›

Driver shortages, logistics provider capacity issues, inflation, shipping delays, increased freight costs, depleted inventory levels, labor shortages and dealing with demand peaks have all dominated discussions and required attention.

How does supply chain affect our lives? ›

SCM Helps Sustains Human Life – Humans depend on supply chains to deliver basic necessities such as food and water. Any breakdown of these delivery pipelines quickly threatens human life. For example, in 2005, Hurricane Katrina flooded New Orleans, LA leaving the residents without a way to get food or clean water.

What is an example of supply chain management? ›

Supply chain management is the practice of coordinating the various activities necessary to produce and deliver goods and services to a business's customers. Examples of supply chain activities can include designing, farming, manufacturing, packaging, or transporting.

What are the 3 types of supply chain strategies? ›

The three levels of supply chain management are strategic, tactical and operational.
  • Strategic Planning. This level of supply chain management is responsible for developing long-term plans that outline the company's overall objectives and goals. ...
  • Tactical Planning. ...
  • Operational Execution.

What is supply chain management in simple words? ›

Supply chain management is the handling of the entire production flow of a good or service — starting from the raw components all the way to delivering the final product to the consumer.

What are the questions asked in logistics interview? ›

General questions
  • What is your experience using automated warehouse systems?
  • What database did you work within your previous position?
  • What is the difference between logistics and transport?
  • How do you measure transport costs?
  • How do you coordinate order shipping?
  • What is your area of logistics expertise?

What is the most important thing in logistics? ›

A major element of logistics that most will recognise is transport. This includes all modes of transport including road vehicles, freight trains, cargo shipping and air transport. Without transport, goods would be unable to move from one stage to another within a supply chain.

How logistics can help improve efficiency and reduce costs? ›

With an automated, cost-effective logistics system, a company can implement major strategic changes and improve operational efficiency. It also improves scalability, reduces manual errors, and provides a proactive approach to customer satisfaction.

Is supply chain management difficult to study? ›

Is Studying Supply Chain Difficult? Because supply chain management is so diverse, its learning difficulty will depend on the things you find easy and hard. Below are some scenarios. Fundamental math and language skills can make many of supply chain management's aspects more accessible.

Is supply chain hard to study? ›

Many people find classes in supply chain management challenging because they rely on the incorporation of soft and hard skills. Good supply chain managers must balance logic with soft people skills, which some people find difficult to do.

Is logistic a good career? ›

That's right! U.S. News & World Report ranked logistician number 18 on their 2020 Best Business Jobs list. Several factors contribute to these rankings, including median salary, unemployment rate, job prospects, work-life balance and stress level.

What is global supply chain management and why is it important? ›

Global Supply Chain Management (GSCM) is the science of planning how the distribution of goods and services will make it from manufacturer to consumer. Global supply chain management is one of the most important disciplines in 21st century business.

What is the importance of global logistics? ›

Global logistics creates place utility by making products available for purchase or consumption anywhere in the world: value is added through eliminating distance by moving raw materials and final products from point of ori- gin to point of consumption efficiently and in the required quantities.

How can supply chain management improve performance? ›

7 STRATEGIES TO IMPROVE SUPPLY CHAIN
  1. OPTIMIZE COMPANY-OWNED INVENTORY. Check the quantity of the company-owned inventory. ...
  2. IMPROVE DISTRIBUTION NETWORK. ...
  3. MAKE A SUPPLY CHAIN COUNCIL. ...
  4. EMBRACE TECHNOLOGY. ...
  5. BUILD HEALTHY SUPPLIER RELATIONSHIPS. ...
  6. REVIEW PROCEDURES REGULARLY. ...
  7. ESTABLISH GREEN INITIATIVES.

How can logistics improve performance? ›

Use stock planning and forecasting software

Planning, forecasting, replenishment and optimisation of stock can even be automated, with software such as Valogix. It can improve item availability, reduce stock-holding, minimise out of stock situations and even bring an increase in sales.

How can supplier performance be improved? ›

Five Ways to Improve Supplier Performance
  1. Listen to Your Suppliers. ...
  2. Establish a Service Level Agreement. ...
  3. Measure Your Supplier Performance. ...
  4. Ensure Your Supplier Data is Accurate. ...
  5. Establish Routines and Be Predictable.

How supply chain improve customer satisfaction? ›

4 Supply Chain Secrets to Drive Customer Satisfaction
  1. Improve on-time delivery. Customers want what they want and they want it fast and on-time. ...
  2. Use technology to enhance visibility and track inventory. ...
  3. Increase speed-to-delivery with on-demand fulfillment. ...
  4. Satisfy customer demand with an agile inventory strategy.
26 Sept 2019

Where does H&M get their materials from? ›

As seen in the present graph, China, Bangladesh and India are top three locations where H&M sources its products. This is also true for. In Sweden, where the retailer is headquartered, there are a total of 21 suppliers and factories manufacturing H&M's clothing products and accessories.

How are H&M products transported? ›

At present, shipping via sea or rail is the main mode of H&M's transportation from supplier to distribution centers (more than 80% of the volume).

What is supply chain manufacturing? ›

In product manufacturing, the supply chain facilitates the transfer and transformation of raw materials into finished products. From there, the manufacturer transports and distributes the products to a retailer or directly to a consumer.

Is H&M vertically integrated? ›

H&M is the second largest apparel retailer in the world, just behind Inditex SA. With 2,600 stores in 43 countries, H&M was a pioneer in pursuing vertical integration with its own distribution network. The company's clothing collections are created in Sweden by approximately 150 designers and 100 buyers.

How can H&M become more sustainable? ›

' It offers Conscious collections, made from sustainably sourced materials and the products dropped off at in-store recycle bins, and it uses eco-friendly materials in some products, such as organic cotton and recycled polyester.

What does H&M stand for? ›

The name is changed to Hennes & Mauritz when Erling Persson buys the hunting and fishing store Mauritz Widforss in Stockholm, including a stock of men's clothing. This is the start of sales of men's and children's clothing. 1974. H&M is listed on the Stockholm Stock Exchange. 1976.

Does H&M manufacture their own products? ›

H&M doesn't own factories. Its products are produced by 850 independent suppliers, mainly in Asia and Europe. Usually products with longer lead times are produced in Asia and products with shorter lead times are produced in Europe.

Does H&M use third party logistics? ›

H&M is offering third parties access to its supply chain and logistics network as part of its sustainability push. Called Treadler, the B2B initiative will provide a range of services including product development, sourcing, production and logistics.

How does H&M maintain quality? ›

H&M ban the use of hazardous and environmentally damaging substances thoughout all production processes. All H&M suppliers commit to comply with our requirements and are educated in how to run production to our standards. Regular controls and inspections are also conducted to ensure your safety.

Is H&M supply chain Lean or Agile? ›

H & M is very much dedicated to make profits by reducing costs and increasing demand for it products by providing customers what they want. So therefore H & M uses both the lean and agile strategy to manage its supply chain management.

What is supply chain management in your own words? ›

Supply chain management is the handling of the entire production flow of a good or service — starting from the raw components all the way to delivering the final product to the consumer.

Why is supply chain important to business? ›

Accurate information about a supply chain saves companies money. It helps manufacturers and retailers produce and transport only what they can sell. This eliminates the unnecessary expenses associated with producing, insuring, and shipping inventory a company can't sell.

What are the benefits of supply chain? ›

Important benefits of supply chain management
  • Better collaboration with suppliers.
  • Better quality control.
  • Shipping optimisation.
  • Reduced inventory and overhead costs.
  • Improved risk mitigation.
  • Stronger cash flow.
  • A more agile business.
  • Better visibility and data analytics.
26 Jan 2022

What is vertical integration supply chain? ›

Vertical integration involves the acquisition of a key component of the supply chain that the company has previously contracted for. It may reduce the company's costs and give it greater control of its products. Ultimately, it can increase the company's profits.

Is Zara owned by H&M? ›

H&M is the largest international clothing retailer only behind Spain-based Inditex (parent company of Zara). H&M was founded by Erling Persson and its current CEO is Helena Helmersson.
...
H&M.
H&M store on Fifth Avenue, Manhattan
Number of locations4,801 stores (2021)
Area servedWorldwide
21 more rows

What is vertical integration in fashion industry? ›

Vertical integration occurs through the merger or acquisition of companies at different stages of production or distribution within the same industry. To accommodate and support the demands of fast fashion, this integration model helps to strengthen the supply chain.

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