Scaling H&M in Asia

Operating as a fashion company in the Asian market presents a complex landscape that demands more than a one-size-fits-all approach. Businesses must navigate a region with diverse markets, each with its own consumer behaviours, digital ecosystems, and retail preferences. Successful expansion requires strategic adaptation in areas such as merchandising, assortment planning, and localisation of product offerings to cater to distinct market needs.

In this session, we will hear from Aneta Pokucinska​, H&M's Regional Manager for East Asia (Japan, South Korea, Singapore, Malaysia, The Philippines and Vietnam), Linn Hoffström​, Regional Head of Expansion East Asia and Mattias Källström​, Regional Head of Merchandising East Asia as they share valuable lessons learned from entering the Asian markets and establishing one of Sweden's most iconic brands in a setting very different from its Swedish and Western origins.

Key highlights will include how H&M Group ​adapts its global values to resonate with local consumers across diverse markets. We will explore the regional differences in consumer behaviour and the importance of balancing a global brand identity with local relevance, especially through localised collections, collaborations, and marketing approaches. Aneta will also discuss the challenges and opportunities of navigating the complexity of Asia, where Southeast and Northeast Asia present distinct market dynamics.

Linn will discuss H&M's approach to expanding within Asia, covering how the brand evaluates new market opportunities, tailors its store formats to support growth, and integrates sustainability into its expansion strategy to ensure long-term positive impact. Mattias will then highlight the role of merchandising and assortment planning in ensuring that product offerings align with customer expectations in each market. To round it up, we will discuss the future of retail in Asia, including seamlessly integrating online and offline experiences to meet diverse consumer needs and sustainability trends.

Discover how H&M maintains its brand integrity while scaling in Asia, leveraging local partnerships and talent to stay true to its core values. Join us for valuable insights on scaling global brands in Asia while crafting impactful, region-specific strategies. Business leaders across all industries will gain key takeaways from H&M's successful approach to entering and establishing a strong presence in one of the world's most diverse and dynamic regions.

Agenda:

• 8:15-8:30 am: Registration and light breakfast
• 8:30-9:30 am: Presentation by ​​​​​​​Aneta Pokucinska​, H&M's Regional Manager for East Asia, Linn Hoffström​, Regional Head of Expansion East Asia and Mattias Källström​, Regional Head of Merchandising East Asia
• 9:30-10:00 am: Q&A.