The Future of Fast Fashion: H&M CEO, Helena Helmersson

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Author(s)Melia, Lauren
Author(s)Soja, Marie
Author(s)Velazquez-Segura, Noe
Author(s)Bullough, Amanda
Author(s)Idowu-Kunlere, Tosin
Date Accessioned2024-08-07T14:06:45Z
Date Available2024-08-07T14:06:45Z
Publication Date2024
DescriptionTime 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.
AbstractThe 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.
CitationMelia, 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.
URLhttps://udspace.udel.edu/handle/19716/34651
Languageen_US
PublisherWomen’s Leadership Initiative, Lerner College of Business & Economics, University of Delaware
Keywordsglobal climate change
Keywordsglobal mindset
Keywordsbusiness expansion
Keywordsbusiness strategy
Keywordsproduct diversification
Keywordsenvironmental sustainability
Keywordsinternational market expansion
Keywordsfast fashion
Keywordsdiversity
Keywordsresponsible consumption and production
Keywordsreduced inequalities
Keywordsdecent work and economic growth
TitleThe Future of Fast Fashion: H&M CEO, Helena Helmersson
TypeArticle
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