Seminar paper from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, grade: HD (australisches Notensystem), Victoria University of Technology, Melbourne, language: English, abstract: H&M is a Swedish fashion retailer operating around 2,000 stores in 37 countries worldwide. Based on their internationalization strategy, that provides to open 10% - 15% new stores each year, they are always looking for new expansion opportunities. Our research and data analysis have shown that the Australian apparel market offers a constant growth in the next years. Besides the market is highly fragmented and no current player is offering a broad product line for all ages and genders. For that reason it seems to be a promising opportunity for H&M to enter the Australian market, as it offers a broad range of clothes for all fashion-conscious people under the same roof. Furthermore the risk of failure is reduced as Swedish products have a good reputation in Australia what results from the success of other Swedish firms who have already expanded to the country.