Analysis on Green Marketing Strategy of Clothing Firm: Take H&M for Example

Abstract

With the continuous deterioration of the environment, the governments of all countries have accelerated the pace of civilization construction, and the environmental awareness of the people of all countries has also been improving. Under such circumstances, it is necessary for enterprises to explore sustainable development path. Clothing enterprises are no exception. As early as 2002, H&M began to invest in research and development in the field of environmental protection raw materials and began to explore a new mode of green production of clothing. Until now, H&M has become a typical representative to successfully promote green marketing. However, there are still some problems in the green marketing strategy of China's garment enterprises. Taking H&M as an example, this paper explores the green marketing strategies of the clothing industry from different perspectives. While analyzing the influence of H&M on green marketing, it also puts forward corresponding Suggestions for promoting green marketing in China's clothing industry according to the green marketing strategies of H&M and the development status of China's clothing industry.