Advertising To LGBTQ+ : Case company : H&M

Abstract

This thesis serves as a reminder to major companies that the LGBT community is one of the main catalysts for the economy and also has a great consumer capacity. This segment is more loyal to the brand, thus increasing its value and significance. The targeted advertising for the LGBT community and the inclusion of their lifestyle in the provision of product image is a very important aspect of global companies' existence, albeit complex. Involving minorities in an advertising strategy requires careful consideration and analysis, which is explained in the work. The outcome of such a marketing move can be both a phenomenal success and an absolute failure of the company. Today's population is implementing and using all possible resources to increase the visibility of LGBT people and to normalize this phenomenon in society. H&M operates worldwide, has a huge customer base, and thus has a significant impact on the structure and way of society.

The Qualitative research method was used to accomplish this research. Numerous theoretical studies on Targeted Marketing, Segmentation and Advertising have been analysed and studied in order to fully comprehend the topic. The empirical part of the thesis is based on obtaining knowledge from numerous articles, analyses and reports on the chosen topic.

The key conclusion of the paper is to prove the importance of involving the LGBT community in both the advertising process and product representation.