H&M is one of the most brands that appeal to young generations. H&M is a firm mainly for "Millennials", we can notice that because it follows the vogue and is cheaper than other worldwide recognized competitors. Despite that, H&M doesn't avoid to engage even other targets and segments, at least in this advertisement. Moreover, this ad applies a CSR approach by spreading a recyclable and up-cyclable message, which, in my opinion, aims the youth generations that use to buy and waste more clothes than the average.
We can recognize the rational aspectof the advertisement, which is in the style of all the people we see in this advertisement. Breaking the canons and the stereotypes are, in my opinion, the purest manifestations of rationality. Showing ourselves for what we feel we are and not how people want us to be. Our ideas and our way of seeing the world is stressed by the H&M advertisers in this ad, which want us to be innovative customers. Rational could be not rational for others, which can have a completely different view of its meaning, but if we think more in depth, even this aspect is at the same time rational. Having divergent opinions and critical thoughts enriches our daily life. Overall, I think that this advertisement is really provoking and is challenging the stereotypes and the common people’s mindset and it is underlining the subjective thoughts' power.
H&M is, without doubt, creating abrand community.Customers identify themselves in a particular brand because of their identity, culture or style and, as we know, these aspects are influenced by advertising communication. The H&M ad says: "no matter what your style, gender, age and culture, you are going to wear me" and shows us some scenes that break the stereotypes in favour of the diversity and the new (vogues). H&M is giving a safe zone were all people with different style and preferences can meet each other as a community under the name of H&M, identifying this brand as the brand that understands them and fulfil and satisfy their needs. Moreover, it can give you the opportunity to feel even younger or prettier by wearing H&M clothes. I think I also found out a denotative and a connotative message: the first one is the pure, visible and superficial meaning of what we read: “recycle your clothes”, the other one is a deep perspective of what we read and it is “break stereotypes and be yourself”.
I think that this ad is as "tricky" as meaningful, there are scenes of ambiguity that not everyone could fully understand as the advertisement wants to. My advice is to add information and visual and verbal clarification about the ambiguous scenes in order to help the viewer to get 100% of its meaning.
Paolo Casula, Marketing Freelancer
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