H&M "Diverting" To Cross Border Zhejiang To Start Selling New Products At Home

H&M official website online home series products

　　 Zara, H&M Home products cater for "parity fashion" mentality

　　 Industry: or related to economic recession

The Swedish IKEA has just started its project in the company of Joe, and the fast fashion with many stores has made up its mind to step in the home industry. A few days ago, the media announced that the fast fashion brand H&M home series was officially landed in the Chinese market in February 13th. The first products will be sold in stores in Beijing, Shanghai, Suzhou and Chengdu. Although Hangzhou is not on the "first" list, at the moment, some children's household products have already been sold in the H&M store of Hangzhou the Mixc.

Fast fashion sellers are actually not familiar with Hangzhou people. Another fast fashion brand ZARA has opened two home stores ZARA HOME in Hangzhou in 2012, selling plates, bedding products, cooking utensils, home furnishings and artworks. Hangzhou white-collar, designers, clubs and old boards are all the main customers, and the purchasing power is not bad. Industry analysis, fast fashion home products, catering to consumers in home decoration "parity fashion" mentality, and big economic environment is not related to the depression.

　　 Fast fashion home products sell

　　 Hangzhou children's series

Another fast fashion brand began to "go out of business." H&M, the main garment industry, announced in February 13th that its home products were officially entered the Chinese market. The first landing stores were Beijing Yau Tang square, Shanghai Nanjing West Road, Suzhou Guanqian Street and Chengdu IFS national gold center store.

This series of products for the first time in China, including blankets, carpets, cushions, curtains, plates, candles, aromatherapy, glass jars, etc., is designed to be natural and refreshing. Although the official has not disclosed the price information, the price from H&M's overseas home stores still has a "fast fashion" style.

Although there is no Hangzhou in the list of the first cities to be sold in the H&M family series, children's furniture products, such as children's bath towels, pillows and so on, have been sold in H&M shops in Hangzhou.

It is reported that as early as 2009, H&M launched a series of household products, but sold only overseas, while clothing brands cross the border to make home products and only H&M one, ZARA, C K, Esprit, even the first big brand Giorgio Armani and Versace have launched the home series.

　　 Fast fashion home for two years

　　 Hangzhou white-collar workers have traded tens of thousands of yuan.

In fact, for Hangzhou people, H&M is not the first fast fashion brand to start selling household products. As early as 2012, ZARA HOME of ZARA's home store opened the first store in Zhejiang's Xiaoshan city life square, so that customers who used to go to ZARA to buy clothes had a new consumption experience in the fast fashion.

"I opened a western restaurant early last year. At that time, to decorate the facade, all the decorative materials I bought were from ZARA HOME. The design of the product was very unique, and it was also on the market.

The brand was different. It cost twenty thousand yuan at that time. Mr. Cao said in Hangzhou. Although this is not a small sum, if all the household items are purchased from the department store counters, it will cost nearly $10000 to make 50 sets of brand plates.

It is reported that the price of products sold by ZARA HOME is not cheap, but compared with the sales counters of the shopping malls, the price performance is still very high, such as a pair of Chinese made wooden chopsticks made in Vietnam, priced at 99 yuan, a set of four sets of cotton beds, a price of 2000 yuan, and a set of 8 people's tableware priced at 4000 yuan.

"The customers who come to the store have college students, and there are also white-collar petty bourgeoisie groups. Many people who work in art clubs and cafes will buy them in packages. I remember that the maximum consumption is about thirty thousand yuan." Miss Lu, who worked in the ZARA HOME store in Hangzhou, said.

At present, there are two ZARA HOME stores in Hangzhou. Among them, the annual sales of Xixi impression city ranked the top five in the country. The H&M is also joining the market of "fast fashion home", and undoubtedly wants to compete for cake.

　　 "Parity fashion" spread to home decoration

　　 Or related to economic recession.

In recent years, fast fashion brands have been playing an uneasy role. This side is sponsoring the Australian Open tennis competition to enter the sports apparel industry.

"We notice that modern people's interest in fashion extends to the aspect of home furnishing." Rolf Eriksson, chief executive of H&M, blamed the cross-border behavior on consumers' yearning for "H&M style home".

It is reported that fast fashion brand's experience in fashion and fabric development is an important foundation for its crossover in the home industry. The design of its home series is largely influenced by its clothing design, such as candy color cushion, dazzling streak sheets, etc., which are echoed with the recent design of new clothes.

" Fast fashion For home products, it caters to the psychology of consumers' "parity fashion". People can not only dress themselves up in fast fashion, but also dress up their homes. Industry analysis, "from another point of view, the depression of the big economic environment has made people crave to decorate houses with less money, but still want to maintain fashion. This has just become a new sales growth point for fast fashion brands."