Game theory in the fashion industry: how can H&M use game theory to determine their marketing strategy?

The fashion industry is a very competitive industry and it is hard to stay unique and stand out. It is hard to ensure a large consumer base and a high profit margin but each company is differentiated by brand and what their marketing strategy is. Many retailers like H&M are struggling to stand out and maintain a unique brand whilst satisfying their consumer base. Game theory allows a company to determine the best strategy in situations where you are faced with competing strategies. This paper demonstrates how game theory is applied in the interest of all participating businesses to conform rather than compete.