Question 5 (14) Identify four global retail trends for 2023 and discuss how H&M can adapt their business to each of the global retail trends to remain relevant to their customer base.

Read the article below taken from Levy \& Grewal (2023:112) and answer the questions that follow. 4.2 RETAILING VIEW H\&M Introduces Real-Time Product Selling MEM the Swedish clothing company known for affordable. fashion-forward Elothing items, is innovating rapidly as consumer preferences are shifting away from pure fast-fashion brands. Customers demand more from online shopping. such as having their specific, unique questions answered before they commit to making a purchase. To address product questions, as well as immerse customers in the shopping experfence, H\&M hosted a livestream on an e-commerce website linked to its subbrand Monki. Viewable by consumers in 19 countries across Asia and Europe, the llvestream featured a buyer and director of the Monki brand, discussing fashion trends, their favorite pieces, and styling tips. Customers could post questions, recerve advice, and interact with others during the livestream, while simultaneously browsing the site and adding products to their shopping baskets, Although they had to leave the livestream to complete their purchases, interested viewers could replay any content they missed. The experiment was popular enough that H\&M tried again. this time using its signature brand and Facebook. For this livestream, the hosts were a stylist and a designer, who presented new styles for the brand's summer collection, along with suggestions for how to wear them. Furthermore, people could click through to H\&M's website to buy, while the Facebook livestream contirued to play. Livestream selling has been gaining substantial popularity: especially in Asia, where approximately 456 milion Chinese viewers generated $4.4 billion through this channel in 2018 . On a monthly basis, more than 100 million viewers in China tune in to various retail-related livestreams, which provide real-time information but also entertainment, such as celebrities talking about products. This channel seems likely to spread throughout the world, especially as ecommerce continues to grow, because itvestreaming combines the appeals of engaging personally with retail brands and ofterings, becoming immersed in the shopping process, and still staying safe and comfortable at home. Sources Kati Chitrakom, "H\&M's Milennial Brand Bets on Livestream Shopping." Vogue Business, November 8,2019 , wwwvoguebusiness comitechnology/h-and Vogue Businessithovertid-on-livestream-shopping; "H\&M Livestream Shopping!" (3) H\&M hosted a livestream on an e-commerce website linked to its subbrand Monki. Read the article below taken from Levy \& Grewal (2023:112) and answer the questions that follow. 4.2 RETAILING VIEW H\&M Introduces Real-Time Product Selling MEM the Swedish clothing company known for affordable. fashion-forward Elothing items, is innovating rapidly as consumer preferences are shifting away from pure fast-fashion brands. Customers demand more from online shopping. such as having their specific, unique questions answered before they commit to making a purchase. To address product questions, as well as immerse customers in the shopping experfence, H\&M hosted a livestream on an e-commerce website linked to its subbrand Monki. Viewable by consumers in 19 countries across Asia and Europe, the llvestream featured a buyer and director of the Monki brand, discussing fashion trends, their favorite pieces, and styling tips. Customers could post questions, recerve advice, and interact with others during the livestream, while simultaneously browsing the site and adding products to their shopping baskets, Although they had to leave the livestream to complete their purchases, interested viewers could replay any content they missed. The experiment was popular enough that H\&M tried again. this time using its signature brand and Facebook. For this livestream, the hosts were a stylist and a designer, who presented new styles for the brand's summer collection, along with suggestions for how to wear them. Furthermore, people could click through to H\&M's website to buy, while the Facebook livestream contirued to play. Livestream selling has been gaining substantial popularity: especially in Asia, where approximately 456 milion Chinese viewers generated $4.4 billion through this channel in 2018 . On a monthly basis, more than 100 million viewers in China tune in to various retail-related livestreams, which provide real-time information but also entertainment, such as celebrities talking about products. This channel seems likely to spread throughout the world, especially as ecommerce continues to grow, because itvestreaming combines the appeals of engaging personally with retail brands and ofterings, becoming immersed in the shopping process, and still staying safe and comfortable at home. Sources Kati Chitrakom, "H\&M's Milennial Brand Bets on Livestream Shopping." Vogue Business, November 8,2019 , wwwvoguebusiness comitechnology/h-and Vogue Businessithovertid-on-livestream-shopping; "H\&M Livestream Shopping!" (3) H\&M hosted a livestream on an e-commerce website linked to its subbrand Monki