H&M New Brand Weekday Opens In London

Last Friday,

Its new brand for the millennial generation

Opened in London, another brand Arket is also opening in Regent Street.

Coincidentally, Topshop and Topman announced last week that David Hagglund will be appointed as the new creative director.

Hagglund is a Swede who worked in advertising agencies in Stockholm and H&M.

If you walk around the Regent Street carefully, you will find the Swedish wind.

Everywhere.

Passing the famous Oxford Circus in London, you can't miss the huge H&M logo.

Further south, there are Other Stories and COS along the road.

Go to Carnaby street corner, you will see Monki, and these are H&M's fashion brands.

This has obviously attracted the attention of journalists. They even used the saying that "Swedish style occupy London's high street fashion".

All along, H&M has been teaching consumers in London.

They are good at not only designing but finding niche markets to satisfy different types of consumers as much as possible.

The latest Arket is similar to Cos's light luxury brand, mainly selling basic funds, and the price is slightly higher, basically more than 100 pounds.

Arket's design concept is to satisfy consumers who are nervous and do not want to spend too much energy on shopping.

Arket will only provide a certain number of choices instead of winning as much as traditional H&M.

Fewer choices and less time for consumers to make decisions.

In order to attract young people, the store also adopted a new concept of retailing, which made the storefront into a market space, with coffee shops and all kinds of household products.

According to the world clothing and shoe net, there will be a new H&M brand next year and a separate H&M store open in London.

London has always been the first step for H&M to enter the international market.

In 1947, the first Hennes opened in Sweden and began to expand in 1970, and the first city outside Sweden was London.

Arket also chose to launch in London rather than in Sweden. "It's hard for you to sell Swedish esthetics to Swedes.

We think it's attractive because it's very clean and simple, "said Graeme Moran, fashion director of Drapers magazine.

"London is a truly cosmopolitan city where we can quickly reach a broader and more international consumer," says Ulrika Bernhardtz, Arket's creative director.

"We are very lucky to find our location in Regent Street. We will also open second stores in London this fall."

The essence of Swedish style is "Less is More".

Now Stockholm's Acne brand is the best representative of this style. This brand brings the millennial powder that has been popular for the past two years.

The British worry not only about the fashion industry, but they even believe that every aspect of life can be ruled by the Swedish style.

The British stylist, Adrian Clark, thinks that the design philosophy of Sweden has penetrated into every aspect of the British people. "Companies like IKEA have a deep-rooted idea that design must be purposeful and modern."

This is probably not just the UK. In recent years Sweden's simplicity has been popular all over the world.

Asking Hagglund to be the creative director of Topshop looks like Topshop is worried, and urgently needs a helper to promote the brand to the international market.

"Topshop has always had the image of an English girl, but this time it may be more internationalized," Moran said. "This is indeed the best time, because now is the time when Scandinavian winds are red."

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