What made H&M so successful?

Lessons from the Swedish fast fashion giant

H&M store in London. Image by H&M Media

Fashion and affordability don’t often go hand in hand. Yet H&M seems to have deciphered the riddle of combining cheap prices with the latest runway trends.

Through a mixture of creative marketing, fast production, and a short product life cycle, H&M has grown into one of the most recognizable brands in the world.