H&M massively reduces outdoor advertising
The Swedish clothing chain Hennes & Mauritz has changed its media strategy.
The Swedish clothing chain Hennes
& Mauritz has changed its media strategy, as the Handelszeitung
reports. "At the end of August, we started making TV commercials
and to reduce the number of billboards," said Verena
Cottier, Head of Marketing and Communication at H&M Switzerland,
told the Wirtschaftsblatt. "We are limiting our outdoor advertising
on large-format posters on house walls, e-boards and Rollingstar at the
large railroad stations." This decision was made at the headquarters in Stockholm
pleases.
The Handelszeitung evaluates the move away from mass displays on
street posters, bus and streetcar shelters as a serious blow to the
Outdoor advertiser. In the current year to the end of August, H&M had sold 7.1
million francs gross invested in billboard advertising, which corresponds to 74 % of the
of the total advertising budget. APG alone will now have a
loss of around CHF 3.5 million. This
Although the loss is painful, it will be compensated with other major customers.
compensated, said Ivan Schultheiss, APG Sales Manager Switzerland,
to the Handelszeitung.
A feature of H&M advertising since
years, scantily clad beauties smiled from the posters.
H&M had thus created a recognition effect that led to the
corporate identity and was style-defining for the entire
clothing industry. "With our poster style, we are no longer the
and therefore no longer stand out as much as they used to," said
Verena Cottier told the Handelszeitung newspaper that one reason for the
Change of strategy.
& Mauritz has changed its media strategy, as the Handelszeitung
reports. "At the end of August, we started making TV commercials
and to reduce the number of billboards," said Verena
Cottier, Head of Marketing and Communication at H&M Switzerland,
told the Wirtschaftsblatt. "We are limiting our outdoor advertising
on large-format posters on house walls, e-boards and Rollingstar at the
large railroad stations." This decision was made at the headquarters in Stockholm
pleases.
The Handelszeitung evaluates the move away from mass displays on
street posters, bus and streetcar shelters as a serious blow to the
Outdoor advertiser. In the current year to the end of August, H&M had sold 7.1
million francs gross invested in billboard advertising, which corresponds to 74 % of the
of the total advertising budget. APG alone will now have a
loss of around CHF 3.5 million. This
Although the loss is painful, it will be compensated with other major customers.
compensated, said Ivan Schultheiss, APG Sales Manager Switzerland,
to the Handelszeitung.
A feature of H&M advertising since
years, scantily clad beauties smiled from the posters.
H&M had thus created a recognition effect that led to the
corporate identity and was style-defining for the entire
clothing industry. "With our poster style, we are no longer the
and therefore no longer stand out as much as they used to," said
Verena Cottier told the Handelszeitung newspaper that one reason for the
Change of strategy.
