H&M Next Year'S Trend: Make Fashion More Sustainable

< p > < strong > "Pyramid" is not due to the cold current temperature drop < /strong > /p >

< p > Business Daily: what do you think of the change in consumer mindset under the influence of poor economic conditions? And the clothing industry should always keep an eye on inventory and sales figures. < /p >

< p > Catarina Midby: good and bad economy will not affect our adjustment work.

We are a very fast brand and have new products every day. Orders and inventory will be adjusted immediately according to the reaction and sales of consumers.

In view of this, we have a concept of "Pyramid", which is the basic part, with the largest volume and lower price. The middle level is relatively fashionable, and the high level is called the tidal current.

Therefore, we can react quickly on the diversification of products, the basic styles will be done every year, but the trend will be adjusted according to the fashion trend of the season.

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< p > Business Daily: next year, a href= "http://www.91se91.com/news/index_f.asp" > H&M < /a > will there be any new action in design? < /p >

< p > Catarina Midby: next spring, we will launch the "red carpet environmental protection" series, which is made of environmentally-friendly materials.

Speaking of environmental protection, you will think of simple style and light color. In fact, the environmental protection fabric can also make a formal dress.

Many designers of H&M will take part in the creation of this series, hoping to enable consumers to enjoy a more environmentally friendly, more sustainable way of life.

The designer collaboration series will be on sale in November, and we will announce the relevant news next June.

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< p > < strong > fierce competition, simple design is more market < /strong > /p >

P > business newspaper: Recently, there is a brand emphasis on design, and also a brand of China online business city line, this year, fast fashion brand in China is a lot of action.

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< p > Catarina Midby: we have competitors in every product line and channel, and the competition is fierce, but this is not a bad thing.

H&M has always regarded itself as its biggest competitor, and its past performance is the best reference.

And in a competitive environment, we will be more motivated. We will absorb the advantages of our competitors.

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< p > Business Daily: when the economy is weak, designers usually use bright colors or exaggerated designs to attract eyeballs. This spring and summer new product is still plain and simple design. What is the reason for this consideration? < /p >

< p > Catarina Midby: our aim is to make fashion more sustainable.

Those highly exaggerated designs may soon be out of date, but a more classic style can stay in the consumer's wardrobe for a longer time.

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< p > < strong > < a > href= > http://www.91se91.com/news/index_h.asp > fast fashion > /a > the design needs to diversify locally. < /strong > /p >

< p > Business Daily: Maison Martin Margiela series has just been put on sale in Beijing. The foothold of many recent brand initiatives seems to have stepped on the design, and the economic situation is not good. Will the fast fashion orientation be biased towards design? < /p >

< p > Catarina Midby: we will not have such a consideration. The designer cooperation series has been doing every year for more than ten years. Before you may not be familiar with the designer cooperation series, but as we have more and more stores in China, we gradually understand the designer cooperation series.

In fact, our series cover many aspects, such as basic style, leisure, occupation, Party and so on, while the audience of designers' cooperation series is actually very small.

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< p > Business Daily: what kind of consideration will the designer collaboration series sell in a certain city store? < /p >

< p > Catarina Midby: every designer collaboration series is different.

Take Versace series as an example, Versace has a certain brand awareness in the two or three tier cities, so it will choose some two or three city shops accordingly.

But the brand like Maison Martin Margiela has only one shop in Beijing, and its popularity is not as high as Versace, so the number of outlets and orders will be reduced. According to past experience, such series will sell better in big cities and more prosperous places, so the two or three tier cities will not be considered for the time being, because consumers there may not be able to accept them.

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< p > < strong > character file < /strong > /p >

< p > 1987, Catarina Midby graduated from London College of Fashion. After graduation, she became a freelance journalist of fashion magazines, fashion editor of ELLE magazine, and started as H&M trend coordinator in 2002.

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