H&M How To Raise The Appetite Of The Media And The Market

Here world Clothing and shoes Xiaobian network to introduce the H&M designer cooperation series robbed for 10 years to continue?

On the night of November every year, there are some young people queuing up in the dark night wind at the more than 200 designated H&M shops around the world, waiting for their H&M rush to buy plans to prepare for several days of cooperation. They usually need to wait until 9 in the morning, the staff will send the bracelet in order, waiting for admission, and the purchase time is limited to dozens of minutes.

Alexander Wang x H&M series

If Design The teacher was hot again, and they could only get a rough piece of paper with a number on it. For example, this year, the brand chose the young designer Alexander Wang (Wang Daren) of New York to cooperate in this year's joint series. People began to queue up in the afternoon the day before the sale, usually the number of a shop would not exceed 300, and it would be meaningless to send more. The amount of cooperation is limited and will not be replenished. After 200 customers, only vest and towel can be chosen. After 3 minutes of online shopping, all the goods were sold out, and there was a downtime because of too much traffic.

Of course, fans don't care what they get and whether they fit or not. They don't care about raising 500 yuan to 1000 yuan to buy products that they haven't got. They have the sensitivity to fashion and the ability to compare with this kind of sensitivity, which is not inferior to each other, even though these two have not reached a very mature level.

Capsule series is already a very old marketing method, but this year, the booming situation inside and outside stores has once again seen the benefits that H&M has been bringing to us for 10 years, especially when we choose partners.

Wang Daren, who is the creative director of two brands of Paris and Alexander Wang, is the right choice for H&M, who is "like pingpong in Paris and New York".

The handsome, charismatic young designer has always been known for his simple and practical design style, and the price of his product is also slightly lower than the price of luxury brand fashion. This gives him a lot of support among young people. In 2012, he became the creative director of Paris and his position in the high fashion industry. Choosing the hottest designer will never make mistakes. Choosing to cooperate with him in the second years when he enters the house of Paris is also a suitable opportunity.

Wang Daren's strong affinity, or public relations ability, can not be underestimated. He first worked hard enough to keep on Releasing on the Instagram. With the closing date of the sale, he went to Shanghai to do Party propaganda in person. Li Yuchun and Fan Bingbing were also invited to help the platform. In the past two years, Li Yuchun often attended the activities of Paris and also served as a platform for Beijing to take part in the activities of the two. The two fans also have a high degree of overlap. Li Yuchun's Alexander Wang H&M is the best advertisement.

The choice of H&M coincides with the most popular sports wind nowadays. You can see Yoga vests, ski suits and mittens in the catalog. Chanel, micro-blog, has just launched the theme of boxing. The actual wear of these sportswear is much higher than that of previous Lanvin, Versace and other cooperative series. The latter two dress features are too obvious, and one color exaggeration is difficult to control. Although it was also a crush at the beginning, this year's series of cooperation undoubtedly faces wider consumer groups.

In terms of design, this series may not be wonderful. Isabel Marant or earlier Marni were better at design. But there is no need to discuss the issue of aesthetics. After all, H&M does not enhance the responsibility of consumers' fashion taste. This is just a commercial activity. There is no need to discuss whether this craze buying behavior is maturing. Fans who buy hundreds of dollars to buy their beloved designer's works, even though they don't look good, are rarely happy.

Since the first collaboration with Carle Lagrange in 2004, more than 20 times in 10 years, the capsule series that has been cooperated with big names or fashion icons, such as Madonna and Anna Dello Russo, has not directly brought H&M high profits from the earnings report. But the most important items have been achieved. That is to maintain the brand's heat and this method has strong sustainability.

We can say 1 to 3 times a year. H&M Lifting the appetite of the media and the market makes consumers have fixed expectations for them, and at the same time brings huge passenger flow to the shopping centers where their stores are located. This is still a good mode for H&M to maintain its characteristics in many fast fashion brands. The most important thing is to constantly select the most suitable partners at the most suitable time, surprise people, create topics, and at the same time let everyone be willing to be affected by the cold wind.