IMPROVING TRANSPARENCY:
H&M’S CODE OF CONDUCT IN BANGLADESH FACTORIES

Prepared for
Jennifer Ward,
US Public Relations / Communications Director
H&M

Prepared by
Public Relations Specialists
H&M

October 7, 2015
MEMORANDUM

TO: Jennifer Ward, U.S. Public Relations/Communications Director
FROM: Murphy Kane, Public Relations Specialist; Kathleen Ashcraft, Public Relations Specialist
DATE: October 7, 2015
SUBJECT: H&M’s Code of Conduct in Bangladesh Factories

We have prepared the report that you requested on H&M’s code of conduct used in our garment factories in Bangladesh.

After some initial research, we have found that H&M has a well-established code of conduct that would meet the standards of the average U.S. consumer, which is the market into which H&M is looking to branch. The issue that H&M faces is the average consumer’s perception that every company outsourcing to Bangladesh has the same inferior standards as the Bangladesh government.

The solution rests upon H&M’s ability to focus more clearly on brand management. Consumers need to be reassured that H&M’s standards for working conditions are not the same as those of the Bangladesh government. H&M’s public relations team in the U.S. should focus upcoming press releases and social media blasts on explanations of H&M’s code of conduct.

Additionally, H&M’s new ad campaign, “Close the Loop,” which features a Muslim model should be targeted toward U.S. consumers. Although this may be costly, it could be highly beneficial to release footage of H&M employees visiting our garment factories in Bangladesh and performing compliance checks.

If you have any questions or concerns about the report, please feel free to give us a call.
ABSTRACT

This report