IndexExecutive SummaryIntroductionCustomer TypeMeeting Customer NeedsServices ProvidedTrainingConclusionExecutive SummaryH&M is a universal apparel retailer operating in over 73 markets around the world. H&M, short for Hennes & Mauritz, is known for its fashionable clothing line for customers of all ages and genders. Founded in 1947 in Stockholm, Sweden, H&M employs approximately 179,000 people and has operating profit of $1.8 billion. H&M values ​​constant improvement and a strong work ethic. Maintaining an open mind, available for staff development, as well as working safely, effectively and taking pride in their work. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay Gucci, founded by Guccio Gucci is one of the oldest Italian luxury brands still in operation today. Gucci has a brand value of $7.1 billion and is the 38th most valuable brand globally. Headquartered in Florence, Gucci has approximately 2,097 employees located in 550 stores around the world. Gucci began as a manufacturer of luggage for upper-middle-class and equestrian Italian customers. They appreciate respect for human rights and equal opportunities, as well as the valorization of diversity. Regardless of culture, gender or disability, Gucci recognizes the importance of equality for customers and employees. IntroductionH&M and Gucci are internationally renowned brands in the fashion industry. Both founded in the early 1900s, H&M and Gucci are value-driven and customer-focused. H&M's slogan "the H&M way" represents who H&M is, what it does and how it does it. They provide fashion at the best prices, which clearly defines their culture. The Gucci logo represents grandeur and authenticity. With interlocking Gs symbolizing Guccio Gucci, the brand has become the definition of extravagance and sophistication. The purpose of this report is to compare the customer service experience of H&M and Gucci from four different aspects: target markets, satisfaction of customer needs and expectations, services provided by the company and the training undergone by employees. Type of customer H&M offers customers fashionable and trendy clothing. H&M mainly targets young women, while Gucci targets middle- and upper-class customers aged between 20 and 50. Both H&M and Gucci operate in the fashion industry. The Gucci market has changed in such a way that it is now accessible even to people under the age of 20. Over the years, Gucci has become accessible to most middle and upper class customers. After targeting Italian equestrian customers, Gucci is still considered a luxury brand that has become more accessible to other markets. Due to changes in trends and culture, H&M and Gucci have overlapping markets where H&M may be more suitable for children than young adults and Gucci may be more suitable for teenagers than adults. Furthermore, Gucci customers are often individuals who appreciate Italian tradition, luxury and timeless pieces. Yet Gucci's target market has changed since 1900, when teenagers had the opportunity to use more luxurious accessories. In the late 1900s, Gucci and H&M had completely different markets, where Gucci customers appreciated the history of the products. However, H&M launched a new line called "Nyden" to sell luxurious and affordable fashion, which would broaden its target market towards upper-class customers. Meeting customer needsIn meeting customer needs, both H&M and Gucci have used technology to help them connect with customers. They providedifferent products and services to customers, so employees will have to adapt their dialogue with each customer. Since 2010, customers in 44 of the 69 markets who shop at H&M have had access to online shopping. Recently in the United States, H&M launched an app available to customers, which provides them with alternative methods to pay for items. In 2013, H&M launched a clothing collection initiative, to minimize the chance of unwanted garments ending up in landfill. Customers who donate will receive a voucher that can be used for their next purchase. In addition to online shopping, H&M also offers customers the free choice of delivery or “Click & Collect”. Like H&M, Gucci has also implemented an online shopping option for customers. They provide customers with high-quality images that allow customers to observe the products in detail. While in-store, customers have the opportunity to test out life-size interactive displays that allow customers to examine products from a full 360° angle. Since Gucci products are expensive, they offer customers a one-year warranty on all products. Customers can get unlimited free repairs from Gucci as long as they happen within one year of the purchase date. There are places where in-house repairers are available, which allows customers to shop while the repair is completed. Services Provided Since both companies have different product qualities, they provide different services for the benefit of the customer. H&M products are more affordable, meaning no special or extravagant amenities like gift wrapping are needed. Although Gucci is a very high class brand, this would mean that customers would expect more personal services. The services provided by H&M are very simple. Online shopping is available to all customers as well as the possibility of delivery or “Click & Collect”. Shoppers also have access to the new “Scan and Find” feature, which allows customers to locate an item at their nearest store. The clothing collection initiative also allows customers to donate unwanted clothing to receive vouchers in turn. This also acts as a loyalty program that keeps customers coming back to the store. In contrast, Gucci products are luxurious and classy, ​​customers want something they have a deeper connection with. As a result, Gucci began personalizing gifts by adding initials to the products. Not only that, Gucci recently started “Drawing Gucci DIY” where artists from around the world drew illustrations by hand using mediums such as acrylics on paper and digitally drawn sketches to personalize products for each individual customer. As mentioned above, Gucci also offers customers free repairs within one year of the purchase date. TrainingH&M and Gucci are two very different companies: middle class and upper class, so the preparation of the intern to work as an employee in the company will be in contrast. Training at Gucci compared to H&M is long and very detailed, where aspects such as uniform and general appearance are very strict and could affect the company's reputation. At H&M, training depends on your position. Trainees train for 4 or 13 weeks. In the 13 weeks of training, trainees have the opportunity to learn the roles of various positions such as sales consultant, store or department manager. Interns spend their time at the cash registers and at the point of sale, dealing with back-of-house routines, managing inventory and creating an attractive store environment. After 13 weeks, trainees are ready to become store or department managers. On the contrary, the.