After 70 years of doing business, H&M is hardly a newcomer to the fashion market. Nevertheless, they have managed to establish themselves as a spearhead of the industry. H&M is not only an anchor provider of new trends at a low price, so-called fast fashion; the fashion label from Sweden also aims at being a pioneer in sustainable, fair clothing. For us, this is reason enough to have a closer look at H&M's current marketing strategy.