1. HELLO

2. Rumors say wants to…
Launch a basketball shoe line.

3. Sweet! Our aim then is to
Build brand preference in the influencers category by reinforcing the streetwalkcool
identity of H&M.

4. How? Well, we have a thing
called strategy
Connect H&M to the influencers culture.

5. Look at Adidas Originals. Now look at Nike. Go to Topshop or Zara.
Everybody wants a piece of the pie. Sporty yet fashionable? Done. Seen.
Brands no longer compete on a product level therefore,
how could stand out?

6. It’s simple.
Steal them

7. Steal their audience. Literally. Focus on their people, their needs, their culture
and you might even discover you know them better.
It’s not about taking sides or leaving ships.
These people need a change. And can give it to them.

8. So, who are they?
We are talking to the Influencers category. These are the people whose opinions
are always valuable to others because of their unfailing capacity to recognize what
the next thing is. Besides being the early-adopters, they are also living statements.
Their interest in film, music, art, technology and even philosophy, has defined their
identities and influenced the taste of other people. They work in creative
environments and are globally connected. Most importantly, they are the curators of
our millennium - always searching for new and exciting stuff to popularize.

9. Back with the insight
Influencers curate talent (their interests lead them to identify fresh talent, what the
next thing is).

10. 3Proposals

11. Basketball line launch & Court Lounge inauguration
2
After the launching event
H&M will keep the venue open for
the public for 2 weeks turning it
into H&M Court Lounge.
#1

12. Social good
H&M can redevelop damaged basketball courts around the
city, while still promoting the street-sleek mood of the
H&M Court Lounge after its closing.

13. @hmcurators
Anyone with a genuine interest in recording moments, capturing ideas, absorbing beauty,
who can't stop touching, feeling, smelling, tasting all, all of it, is a curator.
They search for authenticity in the most obscure places.
They are the beat designers, 'whimsers', film nostalgics, cinemagraphers, light
collectors, sports guards, analog masters, urban explorers.
#2

14. Choose to have an open heart.
@hmcurators
By posting interviews with people with a passionate interest in collecting ideas &
curating talent, we want to engage a larger audience.
After seeing the videos, anyone can send their own inspiring story using @hmcurators.
The videos will also be posted on H&M Facebook page.
http: A gallery with all of the sent videos will be created on H&M website.

15. Unconventional OOH
H&M billboards will be covered by real
basketball nets to tease the audience.
On the day of the new line launch the
billboards will reveal prints displaying
some famous artists.
Suggested endorsers: The Weekend, Kendrick Lamar, Annie Mac, Frank Ocean.
#3

16. Questions to ask the client
How much of a priority is the new shoe line for H&M?
Do you plan to expand a clothes collection to go with the shoes?
Would H&M want to attack the sportswear market? When?
Why hasn't H&M bonded with the Influencers category before?
What would make you relevant in this segment now?

17. Thank you
Team Alexandra Bunda ‐ Vlad Ionita
alexandrabunda@gmail.com vlad.ionita.mail@gmail.com