Introduction Today, companies are in search of the most effective ways to communicate with the target audience to attract the attention of people and keep them loyal. Marketing communications (Marcom) is a set of tools that are applied as a part of planned efforts to deliver messages of brands to customers. The key elements of Marcom include sales promotion, advertising, public relations, sponsorship, et cetera Nadeem et al. 2015; Yankova and Ozuem 2017). Successful brands promote positive customer responses to the products of a particular company. This paper aims to provide a report on H&M’s Marcom tools, namely, social media and direct email marketing, to evaluate their strategies and effectiveness. The chosen brand belongs to the mass clothing industry, being one of the most popular mass fashion retailers at a global scene. Literature Review Branding can be defined as the process of creating a symbol, name, and design with the aim of signifying a product or service to differentiate it from competitors. Properly-elaborated brands involve both physiological and psychological dimensions, which ensure that customers perceive the brand in a way that is intended by a company (Key and Czaplewski 2017). The perceptions of customers are associated with various parameters, such as personal experience and emotional response (Schivinski and Dabrowski 2016). Therefore, it is most valuable to build communication-based on the branding that meets the customers’ needs. A customer buying products of a particular brand creates a feeling of approaching a certain lifestyle. Due to this, branded goods help the company is expanding its target audience and become more competitive. Killian and McManus (2015) state that branding is a powerful marketing concept, which not only focuses on a single element of marketing but also takes into account the results of a carefully thought-out group of activities on all aspects of marketing. The paramount goal of branding is to achieve the situation, in which a customer recognizes that the product has additional values ​​that are unique in comparison with others goods and services (Ashley & Tuten 2015). In the world of fashion, the brands understand that there is an opportunity to build a continuous dialogue between accompanying and customers. To effectively interact with the audience, they focus their attention on social networks (Fill & Turnbull 2016). The potential of this channel of virtual communication with consumers is noted by the majority of market players, promoting their brands on the most popular online platforms, such as Instagram and Facebook, due to the multi-million audience of their users. Speaking about social media direction, Percy (2018) considers it as an image project that informs customers about the latest products, features, and subtleties of the product, as well as a tool for announcing the news. Sahni, Wheeler and Chintagunta (2018) emphasize the possibility of using this communication channel for marketing products to enhance brand loyalty. Hudson et al. (2015) study current trends that allow making sales directly from social media and use them as a tool to increase sales. In the modern mass clothing market, fashion brands are choosing a new concept – not a spe