Building on a brand
A HMV UK case study

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Page 2: HMV

In 1921 HMV opened its first store in London's Oxford Street. Shopping in HMV's first store was very different from today? retailing experience. The shop sold mainly HMV branded goods. It was also fairly exclusive; some customers had accounts and were often served on a one-to-one basis. Outside of London, HMV products could only be purchased from exclusively appointed dealers.

By the late 1950's and early 1960's all this changed: The 45-rpm single format was introduced and artists like Elvis and The Beatles heralded the start of a rock 'n' roll revolution.

HMV began to expand and set up stores in major cities like Manchester, Leeds and Glasgow. Each stocked thousands of titles produced by different manufacturers as record buying became a mass market phenomenon. Many consumers built large record collections. They shopped at the stores that held the greatest variety of stock and made buying music an enjoyable experience.

Since the 1960s, HMV has broadened its product range in response to changes in home entertainment trends. It is now the UK's leading specialist retailer of music, DVD and computer games. The company has a 25% share of the domestic music market (source: CIN based on unit deliveries), and also accounts for over 20% of all DVDs and VHS videos sold as well as approximately 10% of computer games. HMV has over 150 stores around the country, and also has chains in Europe, North America and Asia Pacific.

HMV UK | Building on a brand