H&M Is It Necessary To Switch To A Sales Way?

According to the world clothing shoes and hats net, for many years,

and

Wait for mass retailers and

Brand cooperation, to create a limited "cheap and nice" capsule series.

These series are of little significance for sales, but more about manufacturing media and promoting consumers to patronize stores.

After all, the production of the series itself is relatively small and has been carefully adjusted to achieve rapid sales.

Marc Beckman, chief executive of DMA United, said: for those involved in the design, these cooperation provided the exposure of the mass market and considerable financial returns - six to seven digit remuneration is normal.

Beckman's advertising creative agency has co operated with Target and several designers.

For a while, this approach is good for designers and businesses.

But on the day of July 13th, H&M announced that the latest fashion collaboration for the year was the London brand Erdem designed by Erdem Moralioglu.

Within a few days after the announcement, the topic tag #ErdemXHM only appeared 53 million 700 thousand times in Twitter and Instagram, far below the two cooperation response before H&M.

According to social media monitoring and analysis of company Brandwatch data, in 2016, #KenzoXHM appeared on Twitter and Instagram 81 million 600 thousand times, while in 2014, the exposure of #AlexanderWangXHM reached 266 million times.

"I think Erdem is a good brand, and it is closely related to the trend of decoration, but I am not sure whether it has enough heat," said Petah Marian, senior editor of WGSN Insight.

To be sure, though the Erdem Moralioglu's complex skirt design is well received, there are only a small number of followers in influential retailers such as Barneys and Bergdorf Goodman.

And with the Karl Lagerfeld, Stella McCartney, Versace and Balmain, it seems that H&M's name is no longer important.

"When we do this every year, we will ask ourselves, should we continue? What else should we do?" Kristina Stenvinkel, director of communications at H&M group, revealed that he participated in every series of cooperation since he first launched the capsule series with Lagerfeld in 2004.

"But we think we work together with great and talented designers, and customers like the results very much.

On the day of the sale, people will ask for leave from the company or school to buy it.

This may be true, but the formulas pioneered by Target and H&M become more and more common and become more stylized.

Joint cooperation is as strong as ever.

As long as we look at the success of brands like Supreme and Adidas, joint cooperation has always been a very important part.

"For a while, I think this trend will slow down, but not at all," Beckman said. "I think these partnerships will continue to move forward, mainly because of the development of technology in the manufacturing and communication industry, which means retailers really need firepower to attract consumers' attention."

"The fresh and pleasant elements brought by joint venture is an important weapon that keeps consumers interested in this information explosion."

Cary Leitzes, founder of Leitzes & Co., a creative agency, said: "making things unexpected is a very important factor in cooperation.

But as expectations (and attention decentralization) speed up the shift to Instagram, H&M's annual cooperation may no longer be an effective solution.

In contrast, Supreme will launch new cooperation every week, helping to promote the continued exposure of brands.

Adidas has also released more conventional cooperation.

Sincerity is also becoming more and more important.

"Cooperation has become more common in the past five years.

I think sincerity is more important in this supersaturated space, which is the real truth behind the fact that there is genuine cooperation between partners and brands, "Leitzes added." consumers are more astute than ever before and see what s is built up for sale.

More importantly, with the limited resources of fashion designers exhausted, they are increasingly concerned about other vertical products.

Beckman said that it is very important for these retailers to create convincing story areas like art and sports.

Beckman said soccer players and NBA basketball players "fashion show every night" can become a strong partner of retailers.

"Don't just look at fashion designers."

As for H&M, "we are very excited about Erdem cooperation," Stenvinkel said.

"There are many excellent designers in our program, but we also want to surprise our customers, so we will continue our joint efforts year after year," he said.

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