Burberry and H&M have distinct marketing strategies tailored to their target demographics. Burberry has their focus on marketing their rich English heritage to their sophisticated, high-income audience. Conversely, H&M, known for mass-producing trendy, affordable garments, employs strategies to promote their numerous products to their young audience. The brand's e-commerce platform is organised into multiple categories, facilitating a seamless shopping experience. However, their social media accounts should work integrating their posts to their product links. Both brands acknowledge the difference in age demographic on various social media platforms and adapt their content to match them. With Twitter having a more mature audience, both brands upload a more mature and sophisticated feed. With Instagram targeting the younger demographic, H&M uploads more trendy and lively products while Burberry makes use of celebrity endorsements to attract their younger demographic. Both brands recognize the importance of sustainable and ethical practices and actively work towards a circular fashion economy. However, H&M faces challenges due to their misleading marketing, casting shadows on their sustainability efforts. In conclusion, while both brands boast strong marketing strategies, Burberry stands out with more innovative initiatives and a relatively controversy-free track record. H&M's consumer base typically has a lower consciousness compared to Burberry's, who exhibit a heightened appreciation for the process and heritage of their garments. Yet, H&M still manages to maintain their customers by offering affordable and trendy products.