The Team That Has Broken The Head And Robbed The Team Is Safe Now.

The H&M x Balmain series is on sale worldwide today.

But before that, we have seen enough warm-up. As early as May, the news was announced by Balmain's creative director Olivier Rousteing at the Billboard Music Awards. The limited drama was gradually released. After that, even the highly skilled hacker took the background of the official website of H&M, and put all 99 pictures in the "confidentiality" state on Instagram.

Can all of these things remind you of your desire to buy? No matter whether these series of cooperation really disappoint you, fast fashion designer's cooperation series is a good marketing, and to some extent, it has also raised the brand image.

The intersection of fast fashion brands is not an overnight event. Luxury brands or high-end fashion brands have come to this stage for a long time to achieve the so-called fashion democratization.

And the result of these co - operation series is that people's desire for consumption is underpinted by low - price stimulus and the fight for snatching limited goods.

As for how long it will wear and how many people will wear it later, the disappointing problems are excluded from this big shopping party.

2014 H&M x

The screams still ringing on the ear.

I remember in the afternoon of the sale, when I went to the Mixc, Shenzhen, H&M asked the salesperson where Alexander Wang had been placed, and how I didn't see anything. She laughed and said that she opened the door more than 8 a.m. and the door was lined up.

But after that, I rarely saw anyone going through this series.

Remember that when Uniqlo x Lemaire was launched in the early October, many people were burning up for the design of Hermes, which could be purchased at the price of UNIQLO (Christophe Lemaire was the former art director of Hermes).

But later, when I saw the complete series of objects, I really bought the design of Hermes at the price of UNIQLO, but the quality was not the quality of Hermes. After all, the price was really ten times worse than that.

It should be no objection to nominate H&M for the most successful brands in the cooperative series.

11 years ago, H&M took the lead in Karl Lagerfeld, Chanel's art director, and started a series of designers.

Van Den Bosch, the creative director of H&M, once explained the decision. "Most people are still not familiar with these designers, and not every city can buy their brands.

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

Of course, it is not just those who can not afford a luxury brand coat, but also the fast fashion brand, Alexander Wang series. The fourth quarter revenue of H&M 2014 increased by 10% over the same period last year.

And the more invisible advantage of the brand lies in that the designer cooperation series will enhance the brand.

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UNIQLO is well known for its comfortable fabrics, affordable prices and basic funds.

But from 2006 autumn and winter, "Designers Invitation Project" has introduced designer Jil Sander and French supermodel Ines de la Fressange to UNIQLO. Besides the basic funds, UNIQLO has made a fashionable supplement to its own product line again and again.

For fast fashion brands and

Probably no one will feel any violation, or luxury brands will be cheap.

Looking at the changes in the luxury sales market, it is possible to understand that the cooperation between fast fashion brands and luxury brands will be so logical.

Over a long period of time, luxury brand consumer groups have been stabilized for the descendants of the aristocratic descendants in Europe. Until the emergence of new Wall Street stars, these self-made New Money started buying luxury goods in the early twentieth Century.

By 1980s, the middle market of luxury brands was expanding again. The popularity of hip-hop music produced a large number of wealthy singers. In order to prove their success, these singers had no mercy in patronizing the famous brand.

Dana Thomas, a fashion writer, recorded in her "luxury!" that Russell Simmons, the founder of the American hip hop music brand Dev Jam records, said: "when I put on the nameplate, I got on the road.

It's not because I'm cool and decadent, but because I'm cool and respectable.

I also want to borrow some of this culture.

In fact, apart from the increasing number of people who can afford luxury brands, luxury brands themselves are getting closer to larger consumers by enriching product lines and lowering purchase thresholds.

For example, as early as 1955, the first Rouge Dior lipstick was available.

Just imagine that you can have a Dior product only if you spend more than RMB two hundred yuan.