H & M celebrates 60 years of low-cost fashion

0 Comments | AFP, September, 2007

STOCKHOLM (AFP) — H & M, the Swedish low-cost clothing giant, celebrates its 60th birthday this weekend, with the group a leader in its industry and one of the strongest brands in youth fashion.

From humble beginnings in Vasteras, a small town in the west of Sweden, H & M has expanded continually since 1947 and now operates 1,400 stores in 28 countries.

The company is guided by a philosophy of producing fashionable cheaply-made clothing, but adapts its clothing lines to each country and ensures that stores are permanently restocked.

To strengthen its brand, which is a mixture of fashion and cheapness, the company collaborates with celebrities and famous luxury designers who do limited edition collections available at low prices.

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