Saturday, 30 October 2010

Exciting Working Journey in H&M

First of all, I would like to extend my sincere gratitude to all of you who have been so supportive to my blog. I am so sorry that I didn't manage to update my blog frequently due to my workloads here.

I received a lovely message from a fan. Please allow me to share this message with you. 
October 25 at 11:05am 
Hi Xavier Mah

Hi, nice to meet you. Currently, I am still a student at UKM. It's so great to know you through here. I love to read ur blog. always inspiring me to move on in everyday clinical life although my study field is not related to your field. but i love the way you write the blog and the things that you share with us. it's so great to know it! Anyway, love your quote " confidence without arrogance". :)


I am delighted to receive her message. THANK YOU LT!!!

I promise I will work harder to write more interesting stories to share with you all.

Hong Kong

Today, I would like to bring you all to HK to know a lovely lady from H&M. Before I introduce her to you, please sit down and relax and switch on your musics (preferably soft music). You even can make a cup of coffee or tea before you start to read the blog. This little piece is a bit long and that's why I need you to prepare yourself. =)
Having a cuppa at Haagen-Dazs

H&M in HK
H & M Hennes & Mauritz AB (operating as H&M), is a Swedish clothing company, known for its fast fashion clothing offerings for women, men, teenagers and children. H&M has around 2,000 stores in 37 countries and employs around 76,000 people. H&M describes its mission as “Fashion and quality at the best price”.

If you do follow my blog, I did share with you about 'H&M Womenswear Menswear Autumn 2010' and 'Karen Mok dresses in her way!'

Karen Mok in H&M

This time, I managed to do an email interview with the PR manager, Cher Chui from Hong Kong. Thanks to Rosita Cheng for arranging this interview. Honestly speaking, both of them are adorable and lovely girl! Emm, wondering these two lovely ladies are attached or single. If you guys are interested to know them, I will arrange it for you! We discuss on the recommendation fee later! Haha...Just joking! 
Cher Chui, PR Manager of H&M, HK

Rosita Cheng, Showroom manager of H&M, HK

Now, what are we waiting for? Let's get to know more about Cher Chui, PR manager from H&M (Hong Kong). She will share about her thoughts on fashion, workplace and working life in H&M. 

X: Xavier Mah
C: Cher Chui

X: What's so interesting working in H&M?
C: What I find its interesting to work at H&M is that I am constantly surrounded by many nice and trendy clothes / accessories. I can be a real “shopaholic” and not end up being too broke!! : )

X: What are your responsibilities in H&M? Apart from liaising with the media, what is your focus on your job?
C: Other than media relations, I am also responsible for internal communications and events management.
Cher with PRESS

X: What are the challenges in your job?
C: As the company is growing rapidly with a lot of great collection, I guess my challenge is that I can never slow down. Being a PR person, you always want to share great news at the fastest pace.

X: What is H&M's target market? Who are the main competitors to H&M?
C: Our target group is everyone with an interest in fashion.
H&M sees itself as its own biggest competitor. We are continuously assessing ourselves against our previous performance and the objective is to always to surprise our customers and exceed their expectations of us.

X: The fashion industry is very challenging, especially to those fast fashion brands, like Top Man, Zara and etc . What are the strategies that you have taken to strengthen the brand exposure in the industry?
C: We see it as an advantage to be close to our competitors. If there are several strong stores together, footfall in the area increases. We monitor what our competitors do, but we concentrate on our own offer. We choose not to comment on individual competitors but concentrating instead on our own offer.

X: What's the signature design for H&M?
C: H&M is a design-driven company. With around 120 in-house designers, we create our own collections. Our business concept is to offer fashion and quality at the best price.
Our design is characterised by:
o Customer focus
o Creativity & inspiration
o Commercial outlook
o Competitive designs
o Sustainability (e.g. the materials we choose and the durability of the type of garment).

X: What is the main focus of H&M in 2011? You may share the company's direction and goals.
C: Customer in focus. The challenge is to create fashion that offers all our different customers something for them, i.e. always to be at the forefront, delivering a good balance between modern basics, current fashion and the very latest trends.

H&M AW Collection

H&M AW Collection
H&M AW Collection

H&M AW Collection

X: H&M collaborated with Lanvin for this Fall season. Who are the designers that H&M would like/wish to work with for the next projects? Why are they?
C: H&M is continuously coming up with exciting and surprising new fashion ideas.
Our collaborations with designers and style icons communicate our business concept: fashion and quality at the best price, and clearly show that design is not a matter of price. 


For more images of this collection, please stay tuned. I will upload it  on next Tuesday/Wednesday. The images will be released by their HQ on 2 Nov 2010.

Designer collaborations

2004: Karl Lagerfeld
2005: Stella McCartney, plus smaller collaborations with Elio Fiorucci and Solange Azagury-Partridge.
2006: Viktor & Rolf
2007: Roberto Cavalli
2008: Rei Kawakubo, Comme des Garçons
2009: Matthew Williamson (spring), Jimmy Choo (November), Sonia Rykiel (Christmas – ladies underwear)
2010: Sonia Rykiel (spring knitwear for ladies and girls)

Style icon collaborations 
2006/2007: Madonna
2007: Kylie Minogue

X: Most Malaysians are craving for H&M and been waiting for its arrival. Why Malaysia isn't part of the new market for H&M?
C: That’s great to know! We always look at new markets and we look for markets with large population basis where we can grow cost efficiently. There are still many countries we would like to be in but it is important for us to do the right planning, understand the marketing and to find the best location before we commit. Let’s hope that will happen soon! : )
shopping in HK last year

X: From your personal point of view, how do you see the evolution in fashion industry/ market? Please share your thoughts.
C: I see that there is a bigger trend of mixing high and low brand together. It is more cool to have something luxury with high street fashion.
Cher Sonia Rykiel

Like what Donatella Versace said, “Fashion is all about happiness. It's fun. It's important. But it's not medicine”. 
Let's CHEER our life with FASHION! 



  1. hope they open a store here in malaysia! i still can't believe that lanvin is collaborating with them!!!

  2. wow they both looks so gorgeous ! Can't bliv they're PR actually...they should be a model ! LOL...

    Anyway keep it up Xavier ^^ I am totally agree with what LT said from my heart =)

  3. Michelle Chic, I hope they will open a store in Malaysia soon! I will post the collection by next week. According to reliable source, the collection is awesome!

    AnnaYJia, thank you for your continuous support! I will work harder here!

  4. Fantastic... Malaysia would be great if open a store at here! I look forward to...
    And i like the phrase: Fashion is all about happiness. It's fun. It's important. But it's not medicine”.

    Xavier, great job... :)

  5. Chris23, looking forward for its opening in Malaysia. Let's wait patiently! Cheers

  6. H&M is great! the society is 'worshiping' H&M at large.. ;) it's trend speak for itself + not costly..tht's why it's apparently 'flooding' 70% in my wardrobe. anyway, nice writings.

  7. Vittoria, thanks for the compliment! Will work hard here!

  8. oh wow` nice cover interview for both ladies working from H&M! must be awesome to work with such giant high street fashion~

    the lanvin for H&M is sooo impressive in all ways
    art - design - ads - visual -runaway! peerrrfect

    keep blogging zavier

  9. Good fashionable photos in this post,Thanks.

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