Authority

The H&M stores have to focus on get a loyal costumers who likes cardigans for winter season and every single year the want to get at least one. This not even depends not only the managers, depends to the people who are sales person why, because their are the people who is going to help you like a costumer where are located the product until if you look good with the merchandise on you.
"Companies must focus on managing loyalty among carefully chosen customers and stakeholders (employees, centers of influence, stockholders, the financial community, and the press)."
Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill    

The company needs to have a huge control on the press, because everyone knows that if  a cardigan is not a good quality or is to much expensive they can attack us. Like a company we have to take care the different people who comes through our stores and like a sales person put us in the place of the costumer because at the end we are a costumer too so we want to be help. 
"The relationship a company seeks with a customer is different from the one it seeks with the press. However, there is often significant overlap in stakeholder roles."
Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill    

The company need to have an authority on the different types of social media where the place their advertising campaigns, because the merchandise is target of the competition to speak out very bad if we are a successful company, we are a company that we gives to the clients what they needs or ask for. 
"Companies that adopt an IMC approach, according to Nowak and Phelps, tend to focus on four related tactics: (1) less emphasis on advertising via the mass media, (2) heavier reliance on targeted messages and on reaching smaller segments, (3) increased use of consumer data, and (4) changed expectations for marketing communications suppliers."

Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill   

Every day in the store we are not for work and receive money for our work, that not the message that the costumer needs to know, the message is we are there for them because we really like the clothes there, we have experience wearing it and is a placer help them to make the right choice. 
"To influence customers' perceptions, marketers must understand one of the basic premises of IMC: that everything we do (and don't do) sends a message. "

Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill   

Like a company we have to check the values, practice with the costumers. Because the values of the company are the base and then you going to know what is the direction of the company. So for every season change is much better if we refresh our values like a company.
"The advertising manager first reviews the marketing plan to understand where the company is going, how it intends to get there, and the role of advertising in the marketing mix."

Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill