womenswear, menswear, childrenswear, footwear, accessories, home furnishings and cosmetics. The H&M group employs over 104,000 people and it accounts more than 2,800 stores spread in 49 markets in Europe, North America, Asia, North Africa and the Middle East, including franchise markets (H&M 2013). With a strong offering that appeals to customers around the world, H&M is able to grow successfully in all its existing markets as well as in new ones, with growth among all its brands and through new…
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