H&M (Hennes & Mauritz AB) and New Look are internationally recognized fashion brands known for their trendy, affordable offerings. With roots in Sweden, H&M has become one of the world’s leading fast-fashion retailers, operating in over 74 countries. On the other hand, New Look, a British global fashion retailer, has carved out a distinctive space with a more focused presence in the UK and Europe. Both brands target a demographic of fashion-conscious consumers seeking affordable style. This study aims to conduct an in-depth comparative analysis of H&M and New Look, focusing on their digital presence, specifically in social media. The study will assess each brand’s effectiveness in engaging customers, their posts’ emotional versus rational appeal, and how they portray their sustainability efforts online. This comparison will provide insights into each brand’s digital strategy and performance, uncovering best practices and areas for improvement.
Firm Digital and Social Media Activities and Objectives
H&M and New Look skillfully navigate the vast realm of social media by tapping into a suite of platforms, including but not limited to Facebook, Instagram, Twitter, YouTube, and Pinterest. Demonstrating its global acumen, H&M has also made significant inroads on localized platforms such as WeChat and Tmall (Hall, 2022), essential tools for capturing the immense Chinese market. In contrast, New Look has astutely hitched its wagon to the rising star of TikTok, catering to a younger, digitally-savvy demographic (Skeldon, 2023). While both brands converge on objectives like amplifying brand awareness, fostering engagement, and boosting sales, they differ in their tactical execution. H&M in its quest to solidify its stature as a global fast-fashion titan, H&M leans into celebrity tie-ups, new product promotions, and sustainability drives, ensuring each post radiates style and engagement. Conversely, New Look’s strategy, rooted in its core markets in the UK and Europe (eTail UK, 2022), projects a tapestry of affordable, on-trend fashion pieces interwoven with empowering messages of body positivity.
Analysis of the Brands’ Online Success
H&M and New Look demonstrate varying levels of success in their online efforts. H&M, with its extensive global footprint, boasts significantly larger follower counts across all platforms. On Instagram, H&M has over 140 million followers (Focus, 2020), while New Look stands at just over 3 million. Similarly, H&M’s page likes to surpass New Look’s considerably on Facebook. However, sheer follower count does not necessarily equate to superior engagement. Looking at engagement rates, the picture becomes more nuanced (Qian, 2020). New Look often sees a higher percentage of likes, comments, and shares per post relative to its follower count, suggesting that it has cultivated a highly engaged audience (Skeldon, 2023). Using user-generated content and campaigns that promote customer interaction may contribute to this high engagement (Kalwani, 2022). In terms of conversion rates, both brands maintain sophisticated e-commerce platforms. H&M, with its larger follower base, might naturally see higher click-through rates and more website traffic. However, New Look’s higher engagement rate may translate into more followers becoming buyers.
Nature of Posts by H&M and New Look: Emotional vs Rational Posts
H&M and New Look harness emotional and rational appeals in their social media posts, striking a balance between connecting with their audience personally and providing practical information about their products (Kim & Sullivan, 2019). H&M, for instance, regularly employs emotional appeals, proposing aspirational imagery of models in exceptional places or cutting-edge city settings (Comunale, 2020). These posts are designed to awaken an experience of choice and lifestyle envy, drawing in customers with the promise of an elegant, interesting existence. Alternatively, they make rational appeals, especially through posts promoting their sustainability projects, which carry the realistic blessings of buying sustainable style. New Look’s social media content additionally blends emotional and rational appeals. Emotional posts often feature user-generated content, emphasizing the real-world experiences of their customers and creating a sense of community (Sykora et al., 2022). Rational posts include outfit ideas, new product announcements, and sales promotions, offering clear, practical information to consumers.
Customer Engagement Analysis
Analysis of Follower Engagement with Content
Analyzing follower engagement with the content of H&M and New Look necessitates a deep dive into various engagement metrics, including likes, comments, shares, and the prevalence of user-generated content (Unmetric, 2022). H&M, enjoying a substantial global following, H&M generates a high volume of likes and shares on their content. The brand strategically promotes active engagement by incorporating interactive elements, such as posing questions in captions and stimulating discussion among followers (Fatima, 2022). Furthermore, H&M promotes user-generated content, particularly through their sustainability campaigns, encouraging consumers to share their environmentally conscious initiatives. On the other hand, while having a smaller follower base, New Look also demonstrates significant engagement levels (new-look Group, 2022). Their strategic focus on featuring real customers and their styles spurs considerable user-generated content and incites interactive discussions. Additionally, the brand regularly deploys engaging posts like styling polls or outfit challenges, creating an interactive environment that promotes sharing and conversation, fostering a strong sense of community among their followers. Top of Form
Comparison of Consumer Engagement Between H&M and New Look
Despite H&M’s larger follower count resulting in a high volume of likes and shares, New Look demonstrates a higher engagement rate than its follower base. This trend hints at a more actively involved community, likely attributed to their strategic emphasis on incorporating user-generated content and generating interactive posts. H&M’s user engagement predominantly concentrates on high-profile collaborations and robust sustainability initiatives, eliciting wide interest and discussions (Fatima, 2022). Conversely, New Look’s follower engagement is significantly spurred by its focus on user-generated content and its concerted efforts towards nurturing a strong sense of community (new-look Group, 2022). While H&M leads in the sheer volume of interactions, New Look fosters an actively engaged community of followers. The differing levels and character of customer engagement underscore the efficacy of each brand’s distinct social media strategies, each meticulously tailored to align with their unique brand positioning and to cater to their specific audience preferences.
Sustainability Plans and Social Media Portrayal
H&M and New Look both emphasise their sustainability initiatives on their social media platforms, albeit with differing communication styles. H&M, driven by its ambitious goal of achieving 100% circularity and climate positivity by 2030 (Bookman & Hall, 2019), frequently utilizes its social media presence to publicize its sustainability-centred campaigns such as the “Conscious Collection” and their garment recycling initiative (Farra, 2020). They focus on providing factual, data-centric updates to demonstrate their progress, offering rational appeals that resonate with eco-conscious consumers. On the other hand, New Look, striving for a minimum of 34% recycled content across all product ranges by 2024 under their “New Look Kind” initiative, adopts a distinctive approach (new-look Group, 2022). They intertwine their commitment to sustainability seamlessly with their fashion-forward narrative, highlighting the coexistence of style and environmental responsibility (business model analyst, 2023). While H&M’s communication strategy leans towards transparent, quantifiable sustainability information (Fatima, 2022), New Look masterfully embeds its sustainability messaging within its style-centric narrative (new look, 2020). Engagement metrics on their respective posts suggest that both strategies have been effective in striking a chord with their audiences, successfully transmitting their dedication to sustainable fashion.
Evaluation
H&M and New Look each employ distinct yet successful customer communication strategies that align with their unique brand ethos. Globally recognized H&M utilizes its vast reach to focus on its diverse product array, significant celebrity collaborations, and dedicated sustainability practices(Roggeveen et al., 2020). Using aspirational visuals and influential partnerships, they cater to a broad audience, fostering universal appeal. Conversely, New Look adopts a more community-centric approach, fostering high engagement rates despite a smaller follower base (Girod, 2022). Their strategy accentuates user-generated content and a localized focus, cultivating an approachable and inclusive brand image (Min et al., 2019). H&M’s standout practice lies in its use of enticing visuals and celebrity partnerships, enhanced by transparent sustainability messaging. Meanwhile, New Look skillfully leverages user-generated content and interactive posts, seamlessly integrating sustainability messages into their fashion-oriented content (Smithers, 2011), which appeals to the eco-conscious, style-savvy consumer. Each brand’s strategy effectively drives engagement, underlining the power of adept customer communication in enhancing brand image.
Creative Content & Justification
Both H&M and New Look demonstrate compelling strategies in their creative content to embody their unique brand narratives. H&M leverages its international stature by emphasizing high-fashion influence through visually striking posts, celebrity partnerships, and global fashion showcases (Xiaoru, 2023). These elements reinforce H&M’s accessible yet aspirational image, establishing a clear brand message. Further, H&M effectively uses these platforms to transmit their sustainability initiatives, consolidating its positioning as a responsible brand (Focus, 2020). On the other hand, New Look positions itself around authenticity and a sense of community. Real-life scenarios, a customer spotlight, and a casual, relatable tone characterize its creative content. This approach creates an intimate, inclusive brand image that speaks directly to their audience seeking affordable, trendy fashion. New Look subtly intertwines its sustainability commitments within its style-oriented posts, enabling consumers to perceive it as fashionable and environmentally conscious. Hence, both brands effectively leverage their creative content to shape and transmit their brand personas and objectives, ensuring effective message decoding by consumers.
Conclusion
Our study reveals distinctive strategies H&M and New Look employed in leveraging social media to engage with their consumers and communicate their brand narratives. H&M’s global, fashion-forward Branding is reflected in its aspirational visuals and high-profile collaborations. Their sustainability communications, driven by clear data, have effectively promoted their environmental commitments. Conversely, New Look’s digital strategy centres around building a community. Their use of user-generated content and integration of sustainability messaging into style-oriented content resonates well with their audience, fostering high engagement rates relative to their follower count. Given the digital environment’s dynamism, both brands should continue to innovate and adapt their social media strategies to maintain consumer engagement and brand relevance. H&M could further cultivate community engagement by incorporating more user-generated content. While continuing its community-building efforts, New Look could benefit from occasional high-profile collaborations to boost brand excitement and reach.
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