H&M - Advertisement- Below the line, Above the line & Wesbite.

Below the line:

It is used to characterise promotional methods such as catalogue and direct marketing. In terms of H&M, they focus mainly on catalogue marketing, where they would send a catalogue once or twice a month, and in the catalogue they would have images of the items they are selling and the prices, sizes and different colour they are available in. They make the buying process easier as many cannot find the time to visit the store but may have a few minutes to look through this catalogue. As a loyal customer of H&M the catalogue reminds me also to give the store a visit, some other fashion store send excessive catalogues which makes it annoying!

A catalogue at my doorstep

Inside of the catalogue:

Direct E-mail:

Looking through my emails i see that H&M send me weekly emails and updates about any promotions or discounts or a upcoming season that is coming out soon. Their emails are clear and are similar to their website and as soon as you click an link it will direct you to the right page. They also make an effort to send you constant feedback and updates about any enquiry you may have

Website: 

http://www.hm.com/gb/ 

Below are different screen shots of the website that they have. As a loyal customer to H&M i visit their website weekly and find the structure of their website to be worked out perfectly in a way to make it easy for the customer to guide his way through. They have more than just online shopping which many other websites limit themselves too.

This image clearly shows how structured and sectioned their website is and everything is clearly labelled to make it easier to surf their website. Seeing from the image they put the price and if you want any more details you can simply click on the photo. The more organised the website is the more people would want to visit it.

As we can see from the image below they have an H&M life section where they constantly update the page on the latest news in fashion and the latest trends in the coming seasons. They also take their time to discuss and inform of any new collections that will be released or any collaborations with other brands. This part of the website helps the consumer get a one on one touch with the website as they get a chance to understand the view point of the designers, and get ideas on how some of the items can be worn and how to mix and match.

Above the line: 

Above the line advertisement is one that needs to be paid for, and H&M are big when it comes to advertisements. you would find their ads on billboard, buses, underground stations, bus stops and many more. They display images of women or men modelling their clothes with the price clearly in white and the price would usually be low for an item that is very well designed which helps attract more people towards buying it.