H&M Clothing Co. Crisis Communication Plan
Table of Contents
1. Organization Background and Objectives
● H&M Clothing Co. History
● Mission of the Organization
● Objectives
● Crisis Team
2. Crisis Risk Assessment
● Top Five Most Likely Occurrences
● Top Five Highest Magnitude Occurrences
● Most Likely and Severe
3. Target Audiences and Publics
4. Media Relations
● List of Media Outlets and Contact Information
5. Action Steps
● Who Should Do What and When
● Decision Makers
● Financial and Legal Considerations
6. Logistics
● Crisis Communication Center Location
● List of Equipment and Resources
● Alternate Location
7. Evaluation Plan
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Organizational Background and Objectives
H&M Clothing Co. History
H&M Group is a Swedish clothing group that was founded in 1947, originally as a
woman's clothing store called Hennes. In 1968, Hennes became H&M when it added the sale of
men's and children's clothing. H&M has quickly became the world recognized fast-fashion for
men, women, and teenagers. Up until the year 2000 H&M was only in six international locations
the seventh store opened in New York, New York. As of 2015 there are 25 countries with H&M.
H&M should always have the best customer offering in each and every market. H&M
offers collections that are wide-ranging and varied for women, men, teenagers and children.
Design, quality, and sustainability are not a question of price; they always offer inspiring
fashion with unbeatable value for money.
H&M is built on solid foundations. Their business concept reflects their values, which are
based off a fundamental respect for the individual, which includes belief in the employee. H&M
does not own factories, but instead buys products from independent suppliers that are close longterm partners of H&M. Working to bring about long-term improvement for people and the
environment – in the supply chain, the garment lifecycle and the communities in which are
active.
Mission of the Organization
“Fashion and Quality at the best price.”
All fashion organizations are able to use this as their mission statement, but H&M defines its
values as the “H&M Spirit”
We believe in people,
We are one team,
Constant improvement,
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Straightforward and open-minded,
Entrepreneurial spirit,
Keep it simple,
Cost-conscious
… in all we do, sustainability is a natural part.
These values ensure a workplace in which the decision paths are short, where everyone
works together at a fast pace, and where everyone can rely on each other’s knowledge and
abilities. Individually, these values may seem obvious. But together, they form a culture that we
think is unique and different from many other companies. Our values, “the H&M spirit”, should
be regarded as a support, something to strengthen us and use in our everyday work.
Objectives
At any time a business should be setting and reaching goals. While H&M is always
taking steps to reach our goals there can be times when crisis situations may appear. During
those times, it is important to understand that the objectives of their efforts may change.
Non-crisis communication is very different than crisis communication and for that reason
it is important to refer to the H&M Way. The H&M Way helps to create a generalized list of
objectives that are followed out during non-crisis times.
Impact Objectives During Non-Crisis:
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To treat co-workers and customers with integrity, respect, humbleness, and dignity.
To work in teams to accomplish goals and lead by example.
To ensure long term safety and good health of our employees.
To discuss work related issues with management and media.
To be a fair employer and work in fair partnership.
To strive for sustainability excellence.
To grow and develop ethical and strong-minded leaders for H&M.
During crisis situations the generalized objectives should be built upon and create
measurable objectives based off of the ones below. Crisis situations require us to perform at our
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best in every given moment, and often times we are being watched with a close eye. Performing
under pressure and skepticism is important, but as a team such a feat is possible.
Impact Objectives During Crisis:
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To maintain high quality communication to all media requests.
To bolster the image of H&M clothing company.
To update any information regularly as circumstances change.
To ensure immediate access to accurate information.
To respond with accuracy and not speculate about details.
To monitor media outlets for updates on H&M Crisis.
To monitor social media for real time public opinion of H&M Crisis.
Crisis Team
The names in the list below are authorized members of the H&M Crisis team. The
spokesperson is designated at the beginning of eac]year; this will increase our time spent on
crisis communications.
Karl-Johan Persson
Chief Executive Officer
Phone: +468796500
E-mail: [email protected]
Spokesperson
Liv Asarnoj
Corporate Governance
Phone: +4687965501
E-mail: [email protected]
Jyrki Tervonen
Chief Financial Officer
Phone: +4687965502
E-mail: [email protected]
Kristina Stenvinkel
Head of Communications
Phone: +4687963908
E-mail: [email protected]
Nils Vinge
Investor Relations
Phone: +4687965250
E-mail: [email protected]
Sanna Lindberg
Head of Human Resources
Phone: +4687963908
E-mail: [email protected]
Sven Unger
Lawyer
Phone: +4615950489
E-mail: [email protected]
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For social media inquiries, the Twitter account @hm will be the authorized source.
Crisis Risk Assessment: Summary of Potential Disasters
Top Five Most Likely Occurrences:
1. Body Image Issues
In the fashion industry, how a product is advertised is influential. The way models are
used in campaigns can indirectly affect how the consumers view themselves. There are many
distinct issues that can arise from campaigns relating to body image including discrimination,
hindering the self-confidence of women, and connections to false advertising.
H&M, like other retail organizations, is susceptible to accusations regarding body image.
With the company producing an abundance of campaigns each year, H&M should keep in mind
the image that their advertisements are presenting to their audience, as well as any images that
could be perceived as inappropriate or misleading to consumers.
2. Exploitation of Employees
The mistreatment and unfair actions in the workplace is a reality for employees of
organizations across the world. In many countries, there are laws that protect employees from
corrupt actions such as: underpayment, poor working conditions, and excessive physical labor.
Retail chains across the world are under surveillance to ensure sufficient standards are being met
for employees not only in their retail stores, but also in factories and assembly plants alike.
Being an international corporation, H&M is liable to receive allegations against its
policies. H&M has a commitment to grow with its employees. From the site where all
merchandise is tailored, to the store location that it is being sold in, the H&M Corporation is one
team. H&M fights to protect the rights of every employee, as well as respect their privacy and
wishes.
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3. Advertising Double Standard
Brands in the retail industry often find themselves portraying their audiences through
their advertising campaigns. This creates a high likelihood for a double standard. Consumers
search for brands that portray genders, races, sexual orientations, etc. in the same light
throughout their advertisements. Many brands in the retail industry find themselves idealizing
women with a thigh gap and thin waist, holding women in society to a high standard. Where as
for men, there is less influence on placed on physical characteristics. This is just one of many
examples of double standard found in retail advertising.
Being a retailer for both men’s and women’s clothing, it is possible that H&M may face
criticism for an advertising double standard. Since the retailer designs clothes for women size 2
to 28 as well as men’s 13 to 17, the brand should be conscious of this in their advertisements. By
only selecting certain sizes to be included in campaigns, the brand’s advertising is presenting a
double standard.
4. Security Breach
Creating a more efficient and simple form of attainment for consumers is a goal of
organizations across the world. By creating rewards cards, company credit cards, online
purchasing, as well as asking for consumer information at checkout, corporations are not only
connecting with their consumers, but they are also making them susceptible to theft, stolen
identification, and other dangerous crimes.
As the rate of security breaches in retail chains continues to increase, as well as the
development of technology for purchasing purposes, H&M is also liable for a breach. H&M
wants to create effective and simple form of payment for consumers, but the organization needs
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to take the proper steps to ensure the safety of their personal and financial information and avoid
a breach in security.
5. Controversial Clothing
Fashion, for many, is a form of creative expression, and in the world of fashion it can be
difficult to make a statement. However, when retailers dare to produce a seemingly creative look,
it has the potential to be seen as controversial as well. Controversial clothing not only receives
negative sales, but also a negative image for the retailer as a whole.
As a retailer of men and women’s clothing, H&M creates looks that make a statement.
Since the retailer releases new looks each season, designers are constantly looking for inspiration
and creativity to put into the line, which increases the likeliness of creating a controversial look.
Designers and management alike should be familiar with historical instances, especially when
featuring the name of a city, university, event, or year on their clothing.
Top Five High Magnitude Occurrences:
1. Exploitation of Employees
As previously stated, the mistreatment and unfair actions in the workplace is also a
significant issue for employees of organizations across the world. In several countries, there are
laws that protect employees from corrupt actions such as: underpayment, poor working
conditions, and excessive physical labor. Retail chains across the world are under surveillance to
ensure sufficient standards are being met for employees not only in their retail stores, but also in
factories and assembly plants alike.
Being an international corporation, H&M is liable to receive allegations against its
policies. Allegations of any sort are detrimental to the organization’s image. H&M has a
commitment to grow with its employees. From the site where all merchandise is tailored, to the
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store location that it is being sold in, the H&M Corporation is one team. H&M fights to protect
the rights of every employee, as well as respect their privacy and wishes.
2. Security Breach
Like previously stated, creating a more efficient and simple form of attainment for
consumers is a goal of organizations across the world. By creating rewards cards, company credit
cards, online purchasing, as well as asking for consumer information at checkout, corporations
are not only connecting with their consumers, but they are also making them susceptible to theft,
stolen identification, and other dangerous crimes.
As the rate of security breaches in retail chains continues to increase, as well as the
development of technology for purchasing purposes, a security breach to the operations of the
H&M organization would be destructive. The organization needs to take the proper steps to
ensure the safety of their employee’s, consumers, as well at the organization’s personal and
financial information and avoid a breach in security.
3. Body Image
In any advertising campaign, the way models are portrayed can indirectly affect how the
consumers view themselves in the retailer’s clothing. There are many distinct issues that can
arise from campaigns relating to body image including discrimination, hindering the selfconfidence of women, and connections to false advertising.
H&M, like other retail organizations, is susceptible to detrimental accusations regarding
body image. Being a company that features several different campaigns each year, H&M should
keep in mind the image and message that their advertisements are sending to their audience, as
well as any images that could be perceived as inappropriate or misleading to consumers.
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4. Advertising Double Standard
Brands in the retail industry attract different audiences through their advertising
campaigns. If a brand’s advertising appears to promote a double standard, it can be detrimental
to the brand’s image. Like prior stated, many brands in the retail industry find themselves
idealizing women with a thigh gap and thin waist, holding women in society to a high standard.
Where as for men, there is less influence on placed on physical characteristics. This is just one of
many examples of double standard found in retail advertising that can be detrimental to a retail
organization.
Being a retailer for both men’s and women’s clothing, it is possible that H&M may face
criticism for an advertising double standard. Since the retailer designs clothes for women size 2
to 28 as well as men’s 13 to 17, the brand should be conscious of this in their advertisements. By
only selecting certain sizes to be included in campaigns, the brand’s advertising is presenting a
double standard that consumers may view in a negative light.
5. Association with Unsafe Third-Party Vendors
A third-party vendor is a supplier that provides goods and services that will in turn be
supplied to the customer. In the retail sector major brands obtain their products and either
integrate them into their own unique product or resell the products they've procured to customers
or companies. They sometimes will modify the products they obtain to create their own brand.
This presents the risk of the product being unreliable or insufficient for the consumer or
company.
H&M, like many retail organizations, utilizes third-party vendors for the production of
their clothing lines. The clothing that is produced by these vendors opens the potential for
defects, miscommunication, and misinterpretation. Although the vendor may cause problems like
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these, any repercussions need to be handled by H&M directly. Therefore, the organization needs
to be aware of all communications with vendors as well as track them closely to prevent negative
relationships between their vendors as well as consumers.
Most Severe and Likely
Exploitation of Employees
Because H&M is an international retail organization, as well as utilizes third-party
vendors, the organization has an array of employees in different positions all across the world.
Therefore, H&M is very liable for accusations of exploitation of its employees. If any accusation
of exploitation is found to be true, it can have detrimental effects to the entire H&M
organization. These factors not only make accusations of exploitation likely, but also high
magnitude for its potential effects.
Target Audiences and Publics
Customers
This public is relevant to our organization because they are the consumers of our
products, and greatly contribute to the success of the company. Therefore, keeping them
informed is important in order to maintain loyalty and a beneficial relationship, as well as
develop and grow relationships with new customers.
Employees
Employees are a public of our organization, because they are directly affected by the
success or failure of our company. Beyond that, they are extremely important because they
provide the services needed in order for our products to be produced.
Stockholders
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This group is a public of our organization because they are financially invested in the
success of the company. Therefore, it is important to make sure they are knowledgeable about
what is happening within our company to ensure continued trust of the organization.
Suppliers
H&M’s suppliers are to be considered a public because they, along with our employees,
provide the services required for our products to be manufactured. Also, our suppliers are a
public because it is of great importance to keep them informed of our company’s social and
environmental issues and policies, which apply to them directly.
Media
The media is a very important public of our company because they are largely
responsible for the perception the general public, and especially our publics, have of our
company. Therefore, it is important to keep the media up-to-date and provide them with accurate
information in order for them to relay the correct message. This is also an essential public
because it allows our organization to send out information quickly and effectively.
Media Relations
Media Outlets and Contact Information
New York Times
Business Day:
Email: [email protected]
The Arts:
Email: [email protected]
The New York Times is an essential media contact because of its large reach, and the fact
that it has written numerous stories about our organization in the past. H&M also has the ability
to appear in more than one section of this publication as well. When there is news concerning our
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company’s financial situations, new partnerships, or our suppliers, it can be placed in the
business section. When our company has news more connected to the fashion side of our
business, it can be placed in the arts section.
Washington Post
Business:
Email: [email protected]
Phone: 202.334.7320
Style:
Email: [email protected]
Phone: 202.334.7535
The Washington Post is another media contact that is important not only because of its
reach, but also because it has the potential to appeal to a different audience than the New York
Times. In the past, the Washington Post has written many stories about our organization and has
two sections, business and style, that correspond to the type of news our company may have.
Vogue
Hildy Kuryk:
Email: [email protected]
Vogue is one of the necessary media contacts because it is one of the most respected and
established fashion magazines being produced. It will also be able to target a large female, and
potentially, male audience that is concerned with our company’s fall/winter and spring/summer
fashion lines or new partnerships with designers and celebrities.
GQ
Style Guy:
Email: [email protected]
GQ is an important media contact because it is currently one of the most popular men’s
magazines being produced. Therefore, it has the potential to reach a large number of men who
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are interested in fashion and current trends. This will allow our company to target men, who are
also essential to the continued success of our organization.
Action Steps
Who Should Do What and When
CEO
The CEO should be the spokesperson for the situation to the public as well as deciding
how to deal with the situation. The CEO is not only the face of the company, but also should be
managing the crisis as well as managing the business operations. The CEO should already be
trained to deal with the media during a crisis situation.
Head of Communications
The Head of Communications should be making a plan on how to address the public and
decide what types of strategies and apologia H&M may want to employ.
Director of Public Relations
The Director of Public Relations should be on the Crisis Management team and should
serve as the leader of the Communications team.
Head of Media Relations
The Head of Media Relations should make sure that the media is not reporting false
information and making sure that when the CEO wants to make a statement all the media outlets
know about it. The Head of Media Relations needs to make sure that H&M is on good terms
with the various media outlets.
CFO
The CFO should make sure that workers are making appropriate wages and that the
external companies associated with H&M are being paid appropriately. The CFO should also be
making sure that all finances are correct.
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Director of Human Resources
The Director of Human Resources should make sure that all workers know their rights
and how they should be getting compensated.
Head of Corporate Governance
The Head of Corporate Governance should contact all country leaders and make sure that
workers are not being exploited and that all the part of the corporation are following all
procedures properly.
Head of Investor Relations
The Head of Investor Relations should contact all investors about the crisis and reassure
them that everything will continue to go smoothly with the H&M company.
Lawyer
The Lawyer should take all legal documents that apply to the worker exploitation crisis
and workers rights.
The Decision Makers
Decision makers will be the Director of corporate governance, Liv Asarnoj, the CEO,
Karl-Johan Persson, the CFO, Jyrki Tervonen, the Head of Human Resources, Sanna Lindberg,
and the Head of Communications, Kristina Stenvinkel. These heads are the most connected to
this particular situation, so they can make the big decisions for H&M. The big decision should
include the following: should a photographer be hired immediately to document any damage or
problems? Will a tour be necessary? Will parking need to be adjusted? Should all advertising by
the firm be canceled until the crisis is studied further?
Financial and Legal Considerations
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H&M’s lawyer, Sven Unger, will be present, so making sure that he looks through the
legal documents that workers have signed and the external companies that have been hired by the
H&M Company.
Logistics
Crisis Communication Center Location
Stockholm, Sweden is the location of the H&M crisis communication center. This is the
location of the crisis communication center because it is where the multinational headquarters for
H&M are located. This is the optimal location for the crisis communication center because all of
the major decision makers for the company reside in the area. The location would enable the
company to have all of the major decision makers present if an emergency press conference is
needed.
Equipment and Resources
Equipment that is mandatory in the crisis communication center is necessary in order to
make it a functional environment to handle crisis situations. The number of chairs in the center
must match the number shown on the floor plan and there also must be extra chairs stored in the
center. Tables, a supply of pens, paper, water bottles, and small snacks are also required.
Computers, telephones, and television sets are required in the communication center room.
Resource lists must be stored in both a digital and hard copy in the crisis communication center.
Printers and paper are also necessary to have on hand in the center.
Floor Plan
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Alternate Location
The alternate location for a crisis communication center for H&M is New York, New
York. New York City is the optimal alternate location for a crisis communication center because
the city is the location of the North American headquarters of H&M. The decision makers for the
North American branch of the brand would be immediately available if crisis communication
would need to take place.
Post-Crisis Evaluation
In the aftermath of any crisis, the crisis management team previously listed will evaluate
all facets of the crisis, those that appeared successful, as well as those that were unsuccessful.
Managers in select locations across the world will complete evaluation forms, summarizing their
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thoughts of the event. Copies of these forms will be distributed to the crisis management team
for further evaluation of the strengths and weaknesses of the program. All recommendations will
be recorded in the crisis management report, as well as distributed to appropriate managers
across the world.
H&M Clothing Co.
Post-Crisis Evaluation
Name:
Date:_____________ Location:___________________________
Did you anticipate this crisis? Circle One: Yes
Explain:
No
Some
Did we follow our Crisis Communication Plan? Circle One:
(Not at all)
1
2
3
4
5
6
7
8
9 10
(Completely)
Explain:
Were the proper stakeholders notified / addressed? Circle One:
(Not at all)
1
2
3
4
5
6
7 8
9
10
(Completely)
Explain:
Were the proper media outlets notified / addressed? Circle One:
(Not at all)
1
2
3
4
5
6
7 8
9
10
(Completely)
Explain:
What communication channels did we use and were they effective?
Not Effective
1.
_______________ 1
2
3
4
Effective
5
6
7
8
9
10
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2.
_______________ 1
2
3
4
5
6
7
8
9
10
3.
_______________ 1
2
3
4
5
6
7
8
9
10
4.
_______________ 1
2
3
4
5
6
7
8
9
10
5.
_______________ 1
2
3
4
5
6
7
8
9
10
What should we have done differently?
What should we change in our Crisis Communication Plan?
What still needs to be done?
How long did it take to recover from our crisis, if applicable?
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References
About H&M. (n.d.). Retrieved March 20, 2015, from http://about.hm.com/en/About.html
Organisation. (n.d.). Retrieved March 24, 2015, from http://about.hm.com/en/About/facts-abouthm/about-hm/organisation.html#cm-menu
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