Introduction---H&M Hennes & Mauritz (H&M) was established in Sweden in 1947, which Hennes means hers was opened first, and later it brought the hunting and men¡¯s clothing store called Mauritz Widforss. Due to H&M¡¯s aggressively expansion strategies, it has more than 2000 store in 26 countries. Even though, the current markets that H&M is targeted at are in North America and Europe, it doesn¡¯t hold back its expansion plan to Asia, especially to Hong Kong. As one of the major shopping site in Asia, HK not only has the geographical advantages, but also the economically. In this report, there will be a pros pal of H&M expand to HK, but with the consideration of H&M¡¯s core quality, such as its lightening turnaround and innovative promotional programs. And then the institutional context with the explanations of H&M¡¯s major competitors in HK, which are Zara and Mark & Spencer. Moreover, the global trends of clothing retail industry will be also proposed. After the internal and external analysis, the recommendations for H&M entering HK will be also suggested in the report. ......

Word Count: 1026
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