H&M Launches Light Luxury Clothing Series

Just launched the light luxury series &Other Stories. H&M Last week, it launched a new series of cooperation with Martin Margiela, a Belgian designer. When Beijing is listed on the new model, consumers queue up for purchase. The diversification strategy of H&M seems to be farther and farther away from the past "high street fashion".

　　 Thousand yuan original money is popular.

Long queues of H&M stores outside Beijing's blue harbor and Guo Rui City, these young customers are waiting to enter the store to purchase new products launched by H&M and Maison Martin Margiela (Mason Martin Margiela).

However, only the first 280 of them can get the different colors of the bracelet issued by the store. Every 20 customers are decided by the color of the bracelet when they enter the designer series, and the purchase time is 15 minutes in each group.

This "harsh" restriction does not prevent consumers from buying enthusiasm, and the pricing above H&M's overall price level does not seem to be a problem.

It is reported that this series of products republished before the Maison Martin Margiela classic works, priced at 1290 yuan over the cashmere sweater, 1990 yuan big red. High-heeled shoes And 1290 yuan printed blouses are hung with specially made extra large labels, marked with product descriptions and original years.

Original design raises product pricing

Miss Zhang chose two Maison Martin Margiela series of jackets to prepare for the fitting room. "To buy designer's works at a cheaper price is the most attractive part of this series. Although the price is higher than that of H&M, it can be very valuable to buy designer clothes at such a price."

Miss Zhang's mindset represents the attitude of most consumers to the designers' cooperation series, and it is also the H&M's strategy to launch the designer's cooperation series.

H&M official explains so much about the uniqueness of the Maison Martin Margiela cooperation series. "The series of designers we launch coincide with the business concept of H&M itself, which enables consumers to enjoy the most fashionable design at the price of H&M".

Annotate with H&M's own words, that is, "design is not related to price". Buy internationally renowned designers at relatively low prices. clothing In order to show its individuality and enjoy fast fashion and fast service at the same time, it is the best weapon to catch the eye and wallet of consumers.

　　 Diversification to break the "high street" positioning

Chinese consumers' enthusiasm for high street fast fashion brands has been far behind. In recent years, the "quality gate" frequently exposed is even worse. Therefore, what the high street brand should do at this stage is to enhance the brand image.

Lin Yi fan, director of brand research center, thinks that whether it is accelerating the expansion of stores, the introduction of its sister brand COS and MONKI in China, or the promotion of brand cooperation among designers, H&M's every step in the Chinese market this year is clearly in the key point of improving the brand image.

Lin Yifan said that clothing brand is nothing more than three elements, brand, scale and product. H&M has gained a lot of popularity and influence in China. In 2012, H&M stores in China exceeded 100 stores, expanding its brand size, and constantly introducing designer collaboration series and introducing its sister brand into the mainland market. The brand value of the original design and brand duality of the product was enhanced, and the low price of the past 198 yuan jumped to more than 1000 yuan. It is probably the intention of H&M to downplay the inherent impression of consumers on its high street brand and its replica design.