Strategi H&M sebagai perusahaan multinasional yang bergerak di bidang fast fashion dalam menanggapi covid-19 = H&M strategy as a fast fashion multinational corporation in responding to covid-19

Kezia, Evita (2024) Strategi H&M sebagai perusahaan multinasional yang bergerak di bidang fast fashion dalam menanggapi covid-19 = H&M strategy as a fast fashion multinational corporation in responding to covid-19. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Aktivitas perdagangan internasional bergantung pada situasi yang kondusif. Pandemi COVID-19 yang terjadi menghantam banyak aspek kehidupan, baik secara ekonomi maupun sosial. COVID-19 memberikan tantangan bagi pelaku usaha dan baik domestik maupun global. Salah satu contohnya dirasakan oleh MNCs di bidang Fast Fashion yaitu H&M yang mengalami penurunan penjualan yang mengakibatkan H&M perlu menutup sejumlah gerai fisik dan memberhentikan pegawai di beberapa wilayah. Tujuan dari penelitian yang penulis buat adalah untuk menjawab serta mengkaji strategi bisnis dari H&M dalam menghadapi pandemi COVID-19 dalam upaya mempertahankan perusahaannya. Penelitian ini menggunakan teori Liberalisme, yang dilengkapi dengan konsep Multinational Corporations (MNCs), Industri Fast Fashion, dan Strategi Bisnis. Penelitian ini menggunakan pendekatan kualitatif serta pengumpulan data yang digunakan diperoleh melalui studi kepustakaan dan sumber daring. Hasil dari penelitian ini adalah perusahaan H&M berupaya mengikuti pergeseran pasar ke arah daring mengingat arus digitalisasi semakin menonjol selama MNCs akibat lockdown yang diberlakukan semasa pandemi. Tidak hanya menggalakan penjualan daring, H&M juga berstrategi untuk turut berupaya bekerjasama dengan pihak lain guna memberikan promo menarik bagi konsumen di gerai fisiknya, contohnya Strategi H&M Indonesia yang menggandeng kerja sama dengan Kredivo guna menjaring calon konsumen./ International trade activities require a supporting environment. The COVID-19 pandemic has profoundly affected various aspects of life, both economically and socially. It posed challenges for businesses, both domestic and global. One such example is seen in the Multinational Corporations (MNCs) operating in the Fast Fashion sector, H&M, which experienced declining sales leading to the closure of several physical stores and staff layoffs in some regions. This research examines H&M's business strategy to sustain its operations in response to the COVID-19 pandemic. The research employs Liberalism theory and several concepts that include Multinational Corporations (MNCs), fast fashion industry, and business strategy. This study adopts a qualitative approach, collecting data through literature studies and online sources. The findings reveal that H&M has adapted by shifting towards online sales, capitalizing on the increased digitalization during COVID-19 lockdowns. Beyond online sales efforts, H&M also strategically collaborated with other parties to offer attractive promotions for consumers at its physical stores, such as the strategy in Indonesia where H&M partnered with Kredivo to attract potential customers.

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