H&M Embraces Localization Strategy Through Small Concept Stores

As H&M focuses on a new consumer group, the fast-fashion retailer is set to open a store on King’s Road in Chelsea, London, in spring, responding to fashion demand.

The store, however, takes a different approach to what the brand is known to do. It will be taking a more localized approach, catering to its surroundings.

The reported concept store is set to provide the brand’s latest and most stylish products, featuring elevated designs and trends tailored to the local surroundings. It aims to inspire female customers who frequent the store. Read more at Pymnts