Marketing Currents - Business and Marketing Current Events

H&M, Old Navy Aim At Future Of Sustainable Fashion


Cheap-chic retailers H&M and Old Navy are moving into Earth Week with a fun take on fashion’s future, following two very different roads.

Working with 11-year-old recycling consultant Ryan Hickman, Old Navy is selecting 51 young GoFundMe innovators to back.

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Discussion Questions:

  1. What is sustainability?
  2. Why do some brands put more emphasis on sustainability than others?
  3. In your opinion, is this something all brands should care about? Why or why not?
  4. Who do you think might represent H&M or Old Navy’s target market?
  5. How might a sustainable fashion push help H&M and Old Navy to reach that target market?
  6. Why do you think they are launching these campaigns around Earth Week?
  7. Based on information from this story, describe Old Navy’s strategy.
  8. Based on information from this story, describe H&M’s strategy.
  9. Despite two different approaches, do you think both brands have a similar goal? Why or why not?
  10. What is “cheap-chic” as described in this news story?
  11. What is positioning?
  12. How might being labeled “cheap-chic” represent the concept of positioning?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.