Fashion Clothing Brand H&M Cheap Fashion View

At the beginning of the year, the United Kingdom published an article entitled "

The article "how the brand H&M ruled over the past ten years" pointed out that the launch of a series of guest designers with high-end fashion brands has made H&M a trend vane of this era.

High-end fashion and parity brand cooperation is not the first H&M initiative.

In 2003, designer Isaac Mizrahi designed a small series for chain store Target, but the target market of Isaac Mizrahi and Target was based on the United States, so this series did not cause very strong response.

In 2004, fashion fans won the first guest designer cooperation series of fashion clothing brand H&M, the chief designer of Chanel and Fendi brand Karl Lagerfeld, designed over 30 sets of fashion for H&M, the most expensive one was only more than 100 dollars (but slightly higher than the price of ordinary H&M clothing), and it was only sold in several designated shops.

The media also deliberately created the word "massclusive" to describe this move.

Design has nothing to do with price.

How do I design Chanel, Fendi and Lagerfeld Gallery, and how do I design this series?

Fashion clothing brand H&M will also become worthwhile.

This is fashion today.

At that time, Karl Lagerfeld was regarded as the representative of celebrity designers: most of the designers of the contemporary era had already retired, and Karl was still working as the design director of several brands.

In addition to fashion design, he also actively involved in other areas.

The invariable and highly recognizable form is also attracting people's delight.

Most importantly, Karl Lagerfeld always takes the lead and is willing to embrace new things.

If you want to find a high-end fashion designer to design clothing for a parity brand, who else is more suitable than Karl Lagerfeld?

So the first cooperation was a success.

In November 2004, the special series was officially put on sale at designated shops and was quickly snapped up after being listed.

"I love Karl Lagerfeld, I love his clothes for Chanel, Fendi, Lagerfeld Gallery, but I can't afford them.

Thank H&M for being round. I have a dream of Karl design. "

The fans said to the media.

Before that, H&M was already the leader of the clothing retailing industry.

The clothing giant, born in Sweden in 1947, has one thousand stores around the world in 2004.

With such a wide coverage and a global production line (less than twenty days from a sketch to a factory), it is easy for H&M to affect the vast number of affordable clothing buyers.

This partnership called H&M's global turnover increased by 24% in a month.

In the US, nineteen stores sell two hundred thousand Karl Lagerfeldfor H&M in one day, with a turnover of up to $twelve million.

Unfortunately, Karl Lagerfeld claims that it will never cooperate with H&M again.

"I am glad to have more people put on the clothes I designed, but H&M management has not produced enough Karl Lagerfeld for H&M for market demand.

This is very disappointing.

Karl Lagerfeld said in an interview with Germany.

Another reason is that Karl Lagerfeld insists that her designers give those slim and slender people (at that time Karl has just lost more than 80 kilograms of body weight for less than two years, when it is "showing off" everywhere), and H&M has enlarged the size production without authorization.

But this cooperation received a great response.

Taste the sweetness.

However, Karl Lagerfeld has already declared that it will not cooperate again. Which designer can take over the class of the fashion queen and guest again? Stella McCartney, which has just set up a personal brand for four years, was selected by H&M.

Stella McCartney also has many advantages: her father is the famous Paul McCartney, at least can attract some new customers; her own talent has long conquered the fashion industry.

And Stella also had the experience of cross-border design with other brands before: in 2004, StellaMcCartney launched a "Adidas by Stella McCartney" series with the sports brand Adidas.

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Stella McCartney has selected several well designed redesigns from its previous brand series, thus forming a new series for H&M design.

Similarly, this series has been robbed by customers.

Later, Viktor&Rolf in 2006 and Roberto Cavalli in 2007 were basically the same.

In addition to working with high-end fashion brands, H&M also played some other tricks.

After the launch of Karl Lagerfeld for H&M, the reporter went to interview some people in the industry to discuss the next move of H&M.

Floriane de Saint Pierre, the famous fashion headhunter, said that if H&M wants to carry out the series of guest designers, the names must be loud enough, so they may find a famous celebrity.

Sure enough, in March 2007, singer Madonna became the first entertainer of H&M cooperation.

At that time, it was Madonna's "Confessions On a Dance Floor" concert tour around the world, and H&M also generously sponsored Madonna and concert crew's entire stage.

In this way, the fashion queen and her attendants wore Jean Paul Gaultier designs on the stage, wearing their own clothes designed for H&M, and the contrast between them was quite interesting.

In the same year, H&M also collaborated with Australian singer Kylie Minogue in a swimsuit series H&M Loves Kylie (exactly Kylie Minogue was just the inspiration goddess and advertising model of this swimsuit series, and did not really join in the design).

The swimsuit series was selected as the world's first in Shanghai. Kylie Minogue also flew to Shanghai to unveil the show to celebrate the completion of H&M's first store in China.

At that time, the most popular saying among Chinese fashion editors was, "can I bring some H&M to Shanghai?"

In 2008, H&M's new collaborative series of guest designers was astonishing. Cooperative brands are Commedes Garcons, which never asks the world's path.

In September, there was an article published in September that read: "if the Swedish clothing chain H&M is from Mars, then the Rei Kawakubo of the DES Garcons, the self styled fashion designer named" tar and garbage "comes from Venus.

In the same year, Comme des Garcons also worked with Louis Vuitton to launch handbags with multiple handles.

Despite its strange effects, Louis Vuitton is at least the leader in the luxury industry.

The choice of cooperation with H&M, such as the popular parity brand, is really unexpected.

"Of course, we are quite the opposite.

But I believe the success of H&M is not only to sell many basic clothes, but they have been looking for new ways to break through.

That's why I respect them.

Rei Kawakubo told us, "cooperation represents a one plus one equals three chance.

It's interesting to sell my designs in places that have never sold Comme des Garcons.

It's not a compromise. I want to do whatever I want.

They finish the part I can't finish.

In order to show respect for Rei Kawakubo, Comme des Garcons for H&M chose to start in Japan.

Wave dot shirts and shorts, neutral perfume, accessories and so on have been sold out.

H&M has won another victory.

The series of guest designer activities has progressed more and more smoothly.

H&M has also pushed designers to make their first contribution.

For example, in the series of Matthew Williamson designed by H&M in 2009, designers first tried to design men's clothing, and I also made models to interpret men's wear series advertisements. In the same year, the accessories brand Jimmy Choo also contributed to the first design of garment making.

H&M Margareta van den Bosch is the great hero who has worked so many times, and you will see the woman wearing a black dress and short glasses and framed glasses in the celebration party.

Margareta van den Bosch was an independent designer in the early years. Since she had no children, she did not want to work in this kind of unrest. Then she simply found a job in her hometown's largest clothing company. After decades of work, she had been the design director of the design department.

Now she is in a semi retirement situation, the job is called a creative consultant, just to manage the cooperation series.

For many consumers who are queuing up to buy cooperation, Margaretavan den Bosch doesn't worry about the specific circumstances of the designer: "most people are not familiar with Viktor&Rolf or Rei Kawakubo.

Not that no city can buy their brand.

I think H&M has taught people a lot of knowledge about fashion history through such cooperation.

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Every series of cooperation is very popular.

Many people queued in advance for hours.

In order to prevent accidents, H&M sent colored bracelets and numbers to customers and shoped in batches according to the batch.

And the quantity and size of each purchase are limited.

Even so, accidents often happen.

When Versace for H&M was on sale, a woman was expelled from security in a shop in Hongkong because of jumping the queue.

After a while, the woman came back with two strong men and had direct physical confrontation with the security guards.

In the end, security was sent to the hospital, and the woman fled with her accomplices.

The first day shop was packed with people, and there was no time to go to the locker room to try the right size.

All people buy whatever they want.

But such a hot scene is only on sale that day.

On the second day of the release, the shops returned to normal.

The number of remaining cooperative series has not been reduced for a long time, and sometimes even more. Some customers will be disappointed because they will return.

Shoe stripping, glue and clothes fade - this happens.

Now search for ebay.com will find clothes for Karl Lagerfeld for H&M eight years ago.

In China's Taobao network, you can also find many years ago cooperation funds.

Even the latest Maison Martin Margiela for H&M was sold on the Internet a few hours later. The bid price was more than two times the actual price, and it was silent after several days.

Some people even started to trade directly after they grabbed clothes.

I checked Taobao on the second day after the publication of Maison Martin Margiela for H&M, and found that there were many records of successful pactions. But if you want to buy them from Taobao sellers, you can't complain about getting the wrong size.

There are also those which are not in stock, and when the customer orders, the seller will go to the store to purchase the goods. Generally, each item costs about three hundred yuan more than the actual price.

I asked a seller if he was late and could not buy anything. He told me, "no,"

There will be a lot of cooperation series.

Many brands that never claimed to cooperate with H&M in the past have joined the ranks.

Lanvin's Alber Elbaz said she hadn't considered working with H&M before, but in 2010, she launched the women's clothing and men's clothing that she designed parity with Lucas Ossendrijver, because "it's more attractive than Lanvin to go to parity."

When asked whether he would cooperate with H&M, Donatella Versace replied earlier: "No.

I am working hard to ensure the high-end image of Versace brand.

If I want to expand the audience, I will work hard on the sub line Versace JeansCouture.

Once upon a time, high-end brands love to publish the sub line design and attract consumers who are unable to take the main line design with the price more attractive than the main line. By brand education for these consumers, they will become the main force of the main line brand when the time is ripe.

Marc Jacobs has Marc by Marc Jacobs, Chloe has See by Chloe, Dolce&Gabbana has by.

But even with the price of clothes in the H&M store, even the sub line is difficult to cover the general public.

H&M's experience is to inspire many people.

Almost all the parity brands have had several guest designer collaboration series: Kate Moss for Topshop, Jil Sander and Uniqlo J+, Vivienne Westwood for, Vivienne,...

China's Me&City launched a limited series a few years ago, though it is not a guest designer, but it is somewhat similar to H&M in form.

Later, it was also reported that HediSlimane, who had stopped working at that time, would design a series of Me&City for Chinese fashion fans.

But in the end, there was no news.

In contrast, most of the cooperative brands selected by H&M are brands that have been successful and have certain voice in fashion circles.

H&M's approach is more conservative than the sponsorship of emerging designers, such as Gap and Topshop.

Of course, every cooperation, H&M will pay a large fee for partners.

According to legend, the initial remuneration paid to Karl Lagerfeld and Stella McCartney is about $one million, and the remuneration paid to Madonna is about $four million.

Now the cost has doubled.

Especially during the economic crisis, the frequency of such cooperation has increased frequently.

It is not difficult to infer that many brands are likely to cooperate with H&M in order to ensure economic independence in the short term.

For H&M, they have earned enough exposure and improved brand image in their cooperation, so it is not so important to make profits simply from selling clothes.

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As for the concerns of many people, whether such cooperation will affect the image of high-end brands, the answer is not at all.

There are always two groups of people buying cooperative series and buying expensive designer clothes.

Even if the latter sees what clothes they have bought have been redesigned for sale in the mass market, they will not be in a hurry and feel that they have wasted money.

It is possible that they will cherish the original version which is now bought at a high price.

Guest designers' activities are becoming more and more like regular fashion events.

When the underwear series of David Beckham was launched, H&M set up a half naked David Beckham sculpture for visitors in several major cities around the world. When the underwear was released by Sonia Rykiel, the brand appeared in Paris's The Grand Palace. Not only did it replicate a more than 20 metre high Eiffel Tower, but also the large facilities such as carriages and carousel, and Donatella Versace appeared at the scene of the British cooperation series, which was generous to grab the group's fans. In

When Anna Dello Russo designed the accessories line for H&M, it launched not only the music video tape called "Fashion Shower", but also the celebration party held during the fashion week in Paris, which led the fashion fans of the city to celebrate all night.

Every press conference is also starry and shining: the star of the brand loves to talk about the similarity between the for H&M series and the high priced design of the cooperative brand, and the people who like all the brands like Kanye West also appear in the front row of each conference.

Nowadays, the process of every cooperative brand is probably like this: I don't know where some false news has been spread wildly on the Internet. After a while, H&M comes out again and denies the real collaborator.

Tom Ford, Alexander Wang and other designers have been innocent arrow.

The latest rumor is that Givenchy will come to cooperate with H&M, but it has been denied.

Margerata van den Bosch says H&M will not launch a series of guest designers in the summer of next year. It will take about October 2013 to hear the real news.

TheStar.com has photographed a hot scene when Matthew Williamson for H&M was listed in Canada.

There is a man who looks confused in the crowd.

He took a sketch that his wife had painted to him and told the reporter that he must help his lover grab the one she wanted.

When the shop door opened, people pushed and pushed into the shop, and within five minutes all the goods were robbed.

The man had never seen such a scene before. He was shocked by the crowd and couldn't get in at all.

"I don't know what they are robbing.

Maybe this is fashion. "

He said puzzled to the camera.

After the latest round of cooperation, StylEugene Rabkin released a highly heated article on BusinessofFashion.com, saying that the guest designer cooperation series had no effect on fashion.

"Style actually means taste, which is related to knowledge. It takes effort and knowledge to form it.

Spending this little money on this fast fashion will only lead to loss of style. "

So is this fashion?