The Joint Series Of H&M Is Not As Good As Before.

After working with Alexander Wang,

The joint series is not as good as it used to be.

H&M will be new every year.

H&M launched a joint venture with the designer Erdem Moralioglu this year to launch nearly 100 clothing for men and women.

In this collaboration, Erdem Moralioglu integrated into its signature printing and Vitoria style elements, and designed the men's clothing for the first time.

According to the world clothing and shoe net, in 2005, Erdem Moralioglu founded the brand of the same name in London. In 2014, he was selected as the best designer in the year by the British Fashion Council.

ERDEM logo design is romantic printing.

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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.

According to the latest data, ERDEM 2015/2016's revenue in the fiscal year was 9 million 500 thousand, an increase of 20% over the same period last year.

At present, the average price of the ERDEM brand is between 500 pounds and 4000 pounds, and the joint venture with the H&M price is between 25 pounds and 249 pounds. The selling point of attracting consumers is to experience the fashionable fashion of celebrities at the fast fashion price.

However, the difference between this year and the previous year is that the number of domestic outlets has been reduced from 14 last year to 5.

According to the Beijing Commercial Daily reporter, there are less than 30 consumers queuing up for sale on the day of H&M Beijing Blue Bay store. The number of security people even exceeds the number of consumers present. After half an hour of sale, there is no queuing at the front of the H&M store, which is in sharp contrast to the grand occasion of queuing up overnight by consumers.

Because the H&M x ERDEM series is only sold in Shanghai Huaihailu Road store, Shanghai Nanjing West Road store, Beijing Blue Bay store, Beijing Sanlitun Taigu shop, Shenzhen Huarun center the Mixc store, other domestic consumers can only buy through the brand official website channel, resulting in the H&M official website being paralyzed on the same day, but the official did not explain whether it was paralyzed by panic buying.

It is noteworthy that, before the official launch of the cooperation series, H&M invited many Chinese stars including Liu Wen, Lin Yun, Fan Bingbing and other Chinese stars to wear public places in advance to enhance consumer interest in the cooperation series. Although there is no direct comparison, there is no specific data to prove that the H&M joint name is cold. However, from the spread of social media micro-blog and WeChat, the promotion has little effect, and the cooperation with Alexander Wang is quite different.

There are people in the industry who believe that the designer of the H&M cooperation is not too well-known in China, which is the main reason for the unanticipated series.

According to the Google Trends data, the search fever of H&M x Erdem peaked after the announcement, followed by a rapid fall within 3 days, and there was no lasting heated debate.

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

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

In fact, this is H&M's helplessness.

On the quality ratio but UNIQLO, on the speed than the fashion business, the fashion ratio is no more than Zara, there is no difference of outstanding characteristics, H&M seems to joint joint venture this way to a dead end.

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

In order to meet the demand of fast fashion for "fast" and "relatively low price", high-end brands or designers who collaborate with fast fashion brands usually have to abandon the quality and durability of high-end fashion for their interests, which makes consumers lose confidence in such cooperative products.

On the other hand, the joint partners of fast fashion choice are getting narrower.

Some analysts believe that the popular luxury brands are vigilant against this cooperation to prevent brand exposure from flooding, which leads to the increasingly difficult path of H&M's joint choice.

This year is the fourteenth year that H&M has launched joint cooperation. The carnival scene of consumers has become the past.

At the same time, the problem of H&M joint series has gradually emerged. In 2011, the Versace x H&M series had a large number of returns, and the series of cooperation with the Balmain last year was also exposed to quality problems.

In contrast, UNIQLO, a fast fashion brand, has received a more positive market reaction this year with its KAWS x PEANUTS, FUTURA and J.W. Anderson. Adidas also launched a joint series with Alexander Wang and Stella McCartney respectively.

The industry believes that H&M is obviously in a weak position in this year's campaign. The cooperation series of UNIQLO and J.W. Anderson has at least improved the product design and combined with the self-made garment technology. The biggest selling point of the H&M x ERDEM series is the relative reduction of the ERDEM brand.

As consumption continues to escalate, Chinese consumers are less interested in fast fashion brands themselves.

According to the report of "fast fashion China, 2016", 43% of consumers like to wear personal clothes, and the rise of "personality trend" is a challenge for fast fashion brands. It is estimated that the average annual compound growth rate of fashion brands in the Chinese market will gradually drop to 12% in 2017-2021 years.

In order to better retain Chinese consumers, H&M launched an integral membership system H&M CLUB in China last month. After joining the consumer, the company can enjoy the first 20 percent off discount, but also has the opportunity to participate in the exclusive sale of H&M x ERDEM in Shanghai.

It is reported that Japan and China are the first Asian countries to introduce H&M membership system.

H&M spokesman said that launching member activities is conducive to further strengthening the brand and the relationship between H&M and consumers.

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This year coincides with H&M's 10th anniversary entry into the mainland of China, but the growth of the brand has begun to slow down due to the overly aggressive expansion strategy.

The store, located in Xidan, Beijing, is closed in September this year.

Some people believe that due to poor performance, after crazy expansion, H&M will also face the pressure of closing stores.

In the first 9 months ended August 31st, H&M Group sales rose 7% to 173 billion kronor, or about $21 billion 200 million, lower than expected. Pre tax profits were 15 billion 900 million SEK, about 1 billion 950 million US dollars, and gross margin was 53.6%.

Since the beginning of this year, the H&M group's stock price has fallen by more than 17%.

In the face of an endless stream of joint name and cross-border cooperation, great changes have taken place in the fashion industry. People are beginning to question whether this aesthetic style of "above life" is right. Through cooperation with luxury brands like Versace, Balmain and ERDEM, the essence of H&M fast fashion brand can not be changed.

The rule of fast fashion is to pursue the fastest.

Under the Zara craziness, when a fast fashion brand can't be the fastest, it may have to consider other directions.

At present, the H&M group, which is gradually stagnating, will focus more on the high-end product line COS and the brand new ARKET launched this fall. H&M group will gradually fade away from the fast fashion competition in the future and turn to the lifestyle brand.

Some analysts say that for fashion retailing, H&M still has a strong moat and has a wide network of shops. Next, we need to rekindle consumers' desire with products.

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