Giulia Passaro and Josefin Edman from H&M's Regional Merchandising team began the session with an introduction to merchandising at H&M and how commercial decisions shape both customer experience and business results. Giulia and Josefin shared how merchandising balances creativity with profitability, from planning campaigns and setting prices to ensure the right product reaches the right customer at the right time.

Students then took on the role of merchandisers through two hands‑on cases. In the first, the Winter Sale scenario, they acted as Retail Leads for the Scandinavian market, using stock levels, margins, and reduction targets to decide which garments entered each markdown step and at what price - balancing profit protection with stock clearing.

The second case centered on building a Spring commercial plan for the Women customer. Groups analyzed customer insights, regional needs, and campaign priorities to create a full seasonal strategy, selecting campaigns, planning activations, and aligning marketing to selling peaks while also managing remaining winter stock and driving long-term customer relevance across categories.

The workshop offered a genuine look into how merchandising turns strategy into action. Students experienced how data, customer understanding and creativity come together to drive commercial decisions, ensuring H&M stays both relevant for the customer and profitable as a business.

A big thank you to Giulia and Josefin for sharing their expertise and guiding students through merchandising challenges and for giving the Retail Club an authentic glimpse into everyday decision-making at H&M.

Matilda Nordgren, Key Account Manager, H&M Retail Club 2025/26