Has H&M Joint Venture Come To An End?

According to the world clothing shoes and hats net, consumers who are new and old are probably already in high fashion.

I am tired of the joint games.

Fast fashion brands in Sweden

In a statement Thursday, it said this year will be

Erdem Moralioglu launched a joint series, which was launched on November 2nd at H&M designated stores and official website.

For many Asian consumers, Erdem may not be a familiar name, but he has established a relatively solid business and industry reputation in the European and American markets.

Canadian and Turkey hybrid designer Erdem Moralioglu established personal brand Erdem in London in 2005. Although the brand was not established for a long time, it soon became an important display brand of London Fashion week. The same tier also had more mature designer brands such as Christopher Kane, Roksanda, Simone Rocha and so on.

From 2012 to 2014, Erdem Moralioglu successively won many awards of British Fashion Council, including the most important women's designer in the year 2014.

According to the latest data, the operating income of Erdem 2016 in fiscal year was 9 million 500 thousand pounds, an increase of 20% over the same period last year. Since its inception in 2005, the average annual compound growth rate of the brand has reached 40%.

According to other sources, the profitability of the brand can independently afford the cost of opening a new store in London without external investment.

At present, the main market of the brand is the US market, and the European market is also growing strongly.

Erdem logo design is romantic printing and dress skirt.

His design is very popular among celebrity celebrities, including celebrities such as Anna Wintour, Emma stone, Alexa Chung, Gwyneth Paltrow, wearing a Erdem dress to go to the red carpet.

The price of the brand is not natural, and the average price is between 500 pounds and 4000 pounds, and this joint venture with H&M will undoubtedly enable many consumers to experience the fashionable fashion of celebrities at a fast fashion price.

H&M's latest joint Video Promo reveals some of the new series, including the Erdem logo design of the leopard print jacket and classic print skirt.

Erdem said in a statement that the classic design of the past 12 years will be reformed in the joint series. "It is very interesting to review what we have done in the past 12 years."

It is noteworthy that the men's clothing in the series is the first show of Erdem Moralioglu, which he had never designed before.

But Erdem said he believed that female consumers would also like this series of men's clothing.

Some analysts predict that the new series of men's clothing will not emphasize gender discrimination.

This year is the fourteenth year since the launch of H&M's joint venture. The joint venture has become the annual signboard of the fast fashion brand. The project can be traced back to 2004. At that time, H&M launched an exclusive joint series with Chanel and Fendi's creative director Karl Lagerfeld, which was sold out in an hour.

Since then, including Lanvin's former creative director Alber Elbaz, Marni, Stella McCartney, Comme des Gar, ons and Versace, the joint series has made the joint series of red shots red.

The most familiar thing for Chinese consumers is the series of cooperation with Alexander Wang in 2014. At that time, the official website of H&M was sold at the same time as the real shop. The long queue at the entrance of the shop was almost paralyzed.

Afterwards, this series of key styles, such as the grey sweater with Alexander Wang Logo, can be fry at the price of two times the original price on Taobao.

However, such a national Carnival scene has become the past, H&M joint series of problems also gradually emerged.

Some analysts say that the sales of H&M joint series are getting worse and worse. Although there are still many people queuing up every time, there are more and more yellow cattle intermediaries, but the number of real consumers is less and less.

In fact, only a few co operative series are actually sold out. In addition to the key styles of each series, each series has finally squeezed a lot of ordinary styles and no one is interested in it. Finally, it can only be sold at a discount, and the return rate is also high.

The Versace x H&M series had a large number of returns, so H&M has cancelled the return policy in its recent joint series.

The novelty of consumers in the joint series is also reduced.

On the one hand, because the joint series is becoming more and more common and even overflowing, consumers have already had an aesthetic fatigue.

On the other hand, the joint partners of fast fashion choice are getting more and more biased.

Some observers found that the social media response caused by the publication of the H&M Erdem news series was obviously inferior to that of the previous cooperation series.

According to Google Trends data, the search heat of H&M * Erdem reached its peak on the 13 day after the announcement, and then dropped rapidly within 3 days.

This is probably because Erdem does not have the trait of being hot in social media.

Despite having a good reputation in the fashion world, Erdem is not a star level designer. Erdem, which is not active in social media, is not the appetite of fast fashion consumers.

Google Trends also monitors the heat of the phrase "H&M Erdem". In addition, because of the limited advertising budget of the designer brand, Erdem, which rarely advertises, has been keeping a low profile in the past, and the main market of the brand in the European and American markets has not yet officially entered the Chinese market.

H&M's choice of joint partnership with Erdem obviously overestimated its market recognition in major Asian markets, and the public reaction was also due to the miscarriage of justice in the market.

The analysis also shows that the design of blockbuster printing is not suitable for the needs of Asian consumers, and printing products are often unsalable in department stores and buyer shops.

This is also an important resistance to the sale of the joint series in Asia, and now the Asian market, including China, is becoming an increasingly important market in fast fashion.

It is noteworthy that Erdem is H&M's first young designer brand in addition to Alexander Wang in recent years, while Erdem, despite its excellent profitability, still has a certain distance compared with Alexander Wang, which is also highly recognized in the Asian market due to its ethnic identity and people's movement style.

The popularity of the joint series is directly related to the popularity of the partners. Therefore, consumers who are not familiar with Asian consumers and are not active on social media platforms can hardly arouse interest in Erdem.

It can be said that the gimmick is the key gene carried by the series itself, and to be honest, Erdem lacks enough gimmicks.

The success of the first joint series of Christopher Lemaire and UNIQLO's predecessor, the creative director of Hermes, owes much to the emphasis on the term "creative director of Hermes" in the early stage of social media publicity, because most ordinary consumers have no idea of Christopher Lemaire.

The cold attitude of consumers may also be related to the disappointment of last year's H&M x Kenzo series.

The series is perhaps the most unpopular joint series in recent years. After the series was launched, no one was interested in the hangers on H&M stores, and the unmarketable fluorescent spots, prints and prints were beyond the acceptance of many consumers.

The problem is still on the product.

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The creative director, Humberto Leon and Carol Lim, made a complex design for the design of the series in order to reshape the image of Kenzo explosion and pay tribute to KENZO, the founder of the brand.

Consumers originally expected to buy real wear, or leisure styles with brand names such as tiger heads and big eyes.

However, the final product is a hat with green zebra stripes and a zebra full sports pants. This series is obviously not acclimatized to Asian consumers who are not suited to bright colors.

It is noteworthy that this is the first time that LVMH's brand has been working with fast fashion. Some analysts have pointed out that the failure of the H&M x Kenzo series is also related to the original positioning of Kenzo.

The joint series of customary mode is the democratization of high fashion, so that price sensitive consumers have the chance to wear high fashion design.

In recent years, the location of Kenzo is not luxury luxury fashion. The 2000 yuan sweater is not far fetched for price sensitive consumers.

If you want to spend about 500 yuan to buy a H&M x Kenzo product, why not save money directly to buy a Kenzo sweater?

In contrast, H&M x Balmain and other high-end fashion houses are much more cost-effective for consumers. After all, Balmain has always been famous for its expensive suit jacket.

In the final analysis, how much the joint series is, depends on the contrast between the fast fashion and the cooperative brand. The bigger the gap, the bigger the gimmick, the more consumers will buy it.

But too many joint series consumers are getting smarter.

After trying to wear the joint style of the long queue in the store, they found that the styles and fabrics were not satisfactory. After a few impulsive consumption, the big gimmicks began to become less attractive. This is a common phenomenon in many consumers.

The fast fashion joint series is most often criticized for its quality problems.

Some consumers reflect that there is no support for high quality workmanship, but there is little difference between the design of large brands and the ordinary ones.

Karl Lagerfeld expressed strong dissatisfaction after its first sale with H&M's joint series, saying that the quality of products produced by H&M was too bad, which completely damaged his original intention.

The poor quality of the joint series has led many designers to give up their second cooperation with H&M, and the criticism of fast fashion in environmental protection has also become the reason why many luxury brands refuse to cooperate with them.

Although H&M has recently invested a lot of energy in environmental protection, there are analysts who believe that fast fashion is constantly creating a supply chain scandal.

Vivienne Westwood, a well-known designer and environmentalist, appeals to everyone to buy less or even buy fast fashion.

For all these reasons, perhaps the designer of H&M joint venture is more and more partial, and the space of cooperation is narrower and narrower.

This time the H&M x Erdem is also worrying.

Judging from the style of the early disclosure, there are many fine workmanship in the series, such as long dress, thick coat and suit.

If the cost is fast and fashionable, the final quality is really worrying.

Bad quality not only disappointed consumers, but also damaged the original image of designer brand.

If consumers first know Erdem is through this joint series, then consumers' impression of brand will overlap with the impression of joint products.

Before the fast fashion joint series became popular, the partnership between high fashion and cheap fashion was not favored.

In 1983, JC Penny, a US Department store, worked with the famous American designer Halston to develop a cheap version of Ultrasuede, named Halston III.

In the age of Ultrasuede70, it was famous for its special fabric and Disco Party style bright dress.

However, the market response of this cheap product line is very bad, and it has also brought about Halston's own brand. Bergdorf Goodman Department has cancelled its cooperation with the brand because of its Halston brand image becoming cheaper.

Now, as the fashion industry becomes more open, the boundaries between high fashion and popular fashion become increasingly blurred. The fast fashion joint series is also regarded as a typical manifestation of the democratization of high fashion.

However, people still get the advanced fashion of fast fashion quality, and the price of the product is often higher than the average price of fast fashion.

Consumers will soon get tired of it, but the game will continue because it is still a win-win game for both fast fashion designers and designers.

Fast fashion can enhance the brand image by designer's hand. Designers can also take this opportunity to get a lot of exposure. After all, fast fashion has a strong retail network. Although every joint series has different reactions, as long as the two sides share common interests, this game of high fashion democratization will continue.

In this game, selling well seems to have become less important, and the promotion of brand exposure through marketing is the ultimate goal.

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