This thesis focuses on the increasing emphasis on sustainability within the fashion industry and how brands, specifically H&M, can increase their market share through updating their in-store retail strategy. Seven common retail strategies are analyzed and recommendations in each area are made to enhance H&M’s emphasis on sustainability. To support these potential recommendations, two focus groups were conducted to evaluate some potential in-store marketing elements. Upon the conclusion of the focus group research, participant’s thoughts were taken into consideration to revise the recommended retail strategies. Overall, by implementing the recommended retail marketing strategies, H&M can incorporate their Conscious line more fully within their stores and promote their new sustainable focus to further their brand in the future.