The Future of Fast Fashion: H&M CEO, Helena Helmersson
Date
2024
Journal Title
Journal ISSN
Volume Title
Publisher
Women’s Leadership Initiative, Lerner College of Business & Economics, University of Delaware
Abstract
The fast fashion industry has long been known for its negative impacts on the environment, and exploitation of workers due to its mass production business model. One brand is leading the charge to rewrite the narrative surrounding fast fashion and make it a greener and safer industry. The current CEO of H&M, Helena Helmersson, is addressing these concerns as part of her long-term vision for the brand to improve. H&M's mission is to embrace sustainability, respect human rights, and make fashion accessible for all. This case study looks at the impact Helmersson and her leadership strategies have had on the sustainability and ethical initiatives at H&M. It will also highlight how she has become a changemaker in the fashion industry by leading with a global mindset and ensuring H&M's focus on sustainability, human rights, diversity in the company, and changes in new market conditions.
Learning Outcomes
By the end of this case study, the students should be able to:
• Appraise Helena Helmersson’s environmental and human rights efforts in alignment with public policy initiatives and UN Goals for sustainability.
• Evaluate Helena Helmersson’s Global mindset.
• Appreciate how Helena Helmersson evolved the H&M brand to adapt to new market conditions and behaviors.
Description
Time period: 2010-2020
Geographical setting:
Region: World/global
Country: Sweden
Featured companies: H&M
Employees: 10000+
Type: Public Company
Industry: Fast Fashion, Sustainability, Respect for Human Rights, Employee Engagement, Ethics,
Other keywords: Founded in 1947
Featured protagonist: Helena Helmersson (Female), Head of Sustainablity, H&M
This case was written by Lauren Melia, Marie Soja, and Noe Velazquez-Segura, with editorial assistance from Tosin Idowu-Kunlere, graduate students at the University of Delaware, under the supervision and guidance of their professor, Dr. Amanda Bullough.
This case is intended to be used as the basis of class discussion rather than to illustrate either effective or ineffective handling of a management situation. The material in this case study is based on secondary data from published sources. The authors have not interviewed the business leaders in this case.
The version of record is available at: https://www.thecasecentre.org/products/view?id=200824
©2024 Amanda Bullough. No part of this publication may be copied, stored, transmitted, reproduced, or distributed in any form or medium whatsoever without the permission of the copyright owner.
Keywords
global climate change, global mindset, business expansion, business strategy, product diversification, environmental sustainability, international market expansion, fast fashion, diversity, responsible consumption and production, reduced inequalities, decent work and economic growth
Citation
Melia, Lauren, Marie Soja, Noe Velazquez-Segura, Amanda Bullough, and Tosin Idowu-Kunlere. “The Future of Fast Fashion: H&M CEO, Helena Helmersson,” Women’s Leadership Initiative, Lerner College of Business & Economics, University of Delaware, 2024.