H&M Group'S Brand Arket Opens Its First Store In London.

According to the world clothing shoes and hats net, April

When the group announced its first quarter earnings, it also said it would launch a new high-end brand called Arket.

Recently, Arket opened a media preview in the first store in Regent Street, London.

Born in the H&M slowdown, the first quarter net profit fell 3%, the lowest level in five years.

In the fast fashion competition, H&M temporarily falls on

Behind, the latter's parent company's revenue has ranked third in the world, second only to Dior and Nike.

The location of Arket is the same as that of H&M, the other two sub brands, COS and &Other Stories. It emphasizes the minimalism, practicality and Scandinavian lifestyle.

Officially, it is a "modern marketplace designed to promote democratization of quality", making products that are well built, durable, and can be used for a long time.

In the form of shops, it is more like Urban Outfitters, which not only sells clothes, but also has household products, other brands, and even a cafe. It is almost a closed way of life in the bad terms of science and technology.

"When we first visited London in January 2015, we launched an investigation to try to understand the market and find out what we missed and how we should present the new brand in development."

"We think fashion retailing is really tiring for customers," says Ulrika Bernhardtz, the creative director of Arket, who interviewed Vogue. "Many brands imitate each other, but no one really stands out. H&M and Zara lead, and then everyone goes to the same place."

"We think," what is the role of a physical store today? "It has changed. It needs to add something, not just a trading place, otherwise you can buy it online.

You need to bring new elements to the store. "

Arket CAF e will work with local bakeries and fruit merchants in London to create a Nordic style vegetarian menu. In addition, the store will also provide Scandinavia style household items and all kinds of tableware that can be bought home.

But back to the clothes, the shop chose to put the men's clothes on the first floor, and the women's clothes on the two floor, which was interpreted as a kind of emphasis on men's clothing by Arket.

In fact, influenced by casual wear styles in recent years, men are getting more and more attention to dressing up. But their shopping habits still tend to buy that kind of durable and classic clothes. This is the selling point of Arket products: on the first floor, there are classic shirts such as collar shirts, fishermen's pullovers, trousers, double breasted coat, cashmere cardigan and so on. Every season only updates the details.

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The price is about 5 euros for a pair of socks, 300 euros for a winter coat, 170 euros for a suit.

In order to show that each piece is durable, they put the same code in the library as the library. Through an intelligent management system, customers can find similar styles in different materials, or find the same material in different styles. It is like a clothing archive.

Arket wants to make shopping simple and fashionable in this way.

"We realize that people shopping on mobile phones is an established reality. If they can quickly type ID to shop, they will be effective for them."

In addition to its own brand, Arket stores will also sell products such as Adidas, Clarks, Littala, Kitpas, Phaidon, Peugeot and so on.

As for the reasons for selling these things, the explanation is a little proud: because some single products have been done well enough, and there is no need to develop them any more.

Obviously, these products are mainly shoes, which is to make up for the sense of collocation of the shop. At the same time, from the past experience of H&M, it is not good at producing shoes.

At present, there are 3 shops, except for 224 of Regent Street, Copenhagen K bmagergade 33 and London Long Acre 27-29.

London stores opened in late August this year.

More interesting reports, please pay attention to the world clothing shoes and hats net.