H&M'S Latest Round Of "Big Shots" Bombing Global Cold

< p > H&M the latest round of "big shots" in winter this year has received a cold reception all over the world.

In November 15th, the "MMM of H&M" was launched on the Internet at about 230 stores around the world and sold online in China. For the first time in China, the city was extended to 12 cities outside Shanghai and Beijing.

But according to the fashion industry's authoritative media, its queuing team in Europe is less than the "Marni for H&M" series released in March 8th.

Chinese consumers have not created the surging queuing crowd as they did in the past two years. The sellers' expectations of < a href= "http://www.91se91.com/news/index_cj.asp" > price increase myth "/a" have not appeared, and sellers without spot have pledged to ensure adequate supply of goods. "Href="

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< p > 2004, Chanel's chief designer Karl Lagerfeld (Karl Lagerfeld) designed 30 fashions for H&M, the price was only slightly higher than that of their ordinary clothes. This "cheap luxury" made the H&M global turnover increase by 24% in a month.

Since then, H&M has collaborated with at least one big designer every year, opening up the trend of fast fashion "big card" and gradually attracting the imitation of UNIQLO and Gap.

Earlier this year, the United Kingdom published an article entitled "how H&M ruled over the past ten years". It pointed out that the launch of a series of designers with high-end fashion brands has made H&M the trend vane of this era.

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Less than P, however, it seems that the 8 year old trick has become increasingly ineffective.

This year, H&M failed to achieve its performance expectations. The net profit in the third quarter was US $549 million, which rose by less than 1% compared with the same period last year.

As a result, H&M has speeded up the pace of new push, launched at least 6 cooperation series, and even joined Versace's two degree cooperation last year, but it failed to win the same enthusiasm of consumers for previous cooperation series.

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< p > "many cooperative series are actually only a href=" http://sjfzxm.com/DESIGN/designer/index.asp "> designer" /a "in previous years, and more importantly, H&M's workmanship and material can not achieve the desired effect of the designer," said the independent fashion critic, "the sea of the moon told the weekly."

After the first cooperation in 2004, Lagerfeld declared that he would never cooperate with H&M again, because the latter enlarged his size without producing his consent, and violated the original intention of his design.

Last year, a series of cooperation between H&M and Versace, after selling panic on the first day of sale, encountered a large-scale return storm within a week.

Frequent quality problems and materials that make high-end fans look cheap make consumers disappointed with "big looks" but "real stuff".

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< p > rarely can it cooperate with the real top designers. It is also one of the reasons why H&M crossover is cold.

Ye Qizheng said to the weekly: "now the partners who choose H&M are mostly designers who are relatively small but have a certain fan base. Many domestic consumers do not actually know them."

This year H&M even launched a street fashion designer.

Although the designer Maison Martin Margiela was called "the Six Gentlemen of Antwerp", she entered Hermes in 1990s, but the popularity of her works is far less than that of the previous Lanvin or Versace.

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< p > of course, H&M does not regard these pboundary works as a sales pillar. The greatest significance of this approach is that it can save hundreds of millions of dollars in advertising fees.

"Whether it is heated or controversial, it has created a public reaction," said Hai Hai. Every time before the release, excellent topic marketing has lifted people's appetite and pushed curiosity and concern forward step by step.

In 2010, H&M even launched a "designer guess" game on Facebook, which led fans to guess who will be the next season's designer through an anonymous video.

"In order to compete for the market share with other fast fashion brands, H&M needs to keep giving the market a psychological hint that it is the most stylish and can be very close to big brands," Cui Hongbo, chief executive of brand consultant, told the weekly.

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< p > < < a href= > http://www.91se91.com/news/index_h.asp > fast fashion > /a > with the principle of seeking novelty and changing direction, we need to constantly seek new market stimulating points.

H&M is obviously aware of this. Her creative consultant, Margareta van den Bosch, said when she publicized "MMM for H&M": "on the way of cooperation, we are ready to take a rest."

Following the brand of COS (Collection of Style), which has a higher price than H&M, H&M group will launch an independent high-end branch brand "&Other Stories" next year to attract consumers at different levels.

This is probably a better strategy to enhance brand image than "big name".

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