H&M Brand Wants To Stay Away From "High Street Fashion".

Just launched the light luxury series &Other Stories, H&M launched a new series last week with the Belgian ghost designer Martin Margiela.

When Beijing is listed on the new model, consumers queue up for purchase.

The diversification strategy seems to be farther and farther away from the "high street fashion" in the past.

Thousand yuan original money is popular.

In the early morning of November 15th, long queues and long queues outside the H&M store in Beijing blue harbor and national Rui City, these young customers are waiting to enter the store to purchase the 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 1290 yuan of super loose cashmere sweater, 1990 yuan big red high heel shoes and 1290 yuan printed blouse are all hung special production super large label, marked product description and original year.

Original design raises product pricing

Miss Zhang chose two Maison Martin Margiela series of jackets to prepare for the fitting room. "The 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, the designer can buy the designer's clothes at such a price, which is worth a lot of money."

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".

At a relatively low price, the clothing designed by internationally renowned designers to highlight their individuality and enjoy fast fashion and fast service is the best tool to catch consumers' eyeballs and wallets.

Diversification to break the "high street" positioning

Chinese consumers

The enthusiasm of the brand has long been worse than before. The "quality gate" that has been exposed frequently in recent years 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,

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, increased the scale of its brand, and constantly introduced designer cooperation series and introduced its sister brand into the mainland market. The brand style was enhanced in the originality and brand duality of the product design. In the past, the low price of 198 yuan also jumped to 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.