Fast Fashion H&M Opens Its First Store In Ukraine, Eastern Europe.

Ukraine's capital city of Kiev has new trends in its "fashion city plan".

According to fashionunited, Sweden is fast fashion brand.

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The Lavina Mall of the shopping center opened the first store in Ukraine.

The shop covers an area of about 2900 square meters, covering a range of clothing and fashion accessories for men, women and children, as well as products of H&M's home brand H&M Home.

Although they had to endure long queues, the first shoppers still enjoyed H&M's music, gifts and various discounts on the day of their opening.

"We have waited a long time for this day, and consumers in Ukraine are very much looking forward to the opening of this store," said Dominique Fantaccino, a regional manager at H&M in Ukraine. "I welcome customers to our first store and feel proud of it."

Earlier, rumors that H&M will enter the Ukraine market has been circulating for many years, but until last year, the company released its official results. Many people at the time also regarded the opening of the store as an official result.

A sign that the investment environment is improving.

In fact, after the Crimea crisis in 2014, Ukraine relied on the EU's economic assistance and encouraging trade policy. In recent years, there has been sustained and rapid growth in the economy, especially in the locals.

The atmosphere has also changed considerably.

Kiev has also become the first choice for international brands to enter the Ukraine market.

Last year, Kiev launched the "fashion city" pformation plan, hoping to build itself into a "fashionable city".

The new fashion city.

Therefore, in December of 2016, after the opening of TSUM, a Russian department store set up in Kiev Central District, apart from introducing luxury brands around the world on the platform of TSUM, Kiev also held a Kiev fashion week specially designed for Ukraine designers.

For H&M, Ukraine market has broad development space.

"We think that consumers in Ukraine are still very interested in H&M. From the economic point of view, H&M will have a great development here.

At the same time, with the growing middle class in the world, the competition pattern of fast fashion brands is becoming stronger and stronger. It is very important to open up new markets.

Fredrik Olsson, chief executive of H&M, said at a press conference before the store opened.

From 2017 to now, H&M has been developing global markets including non-traditional fashion markets including Kazakhstan, Zambia, Iceland and Vietnam.

However, due to the opening up and renovation of the shops and the investment in technology, a large increase in the cost of brand operation, the frequency of the brand opening in the first half of 2018 is gradually slowing down.

But this does not affect H&M's influence on Ukraine.

Further exploration.

According to H&M CEO Fredrik Olsson, H&M's second stores in Ukraine will open in October.

In addition, the company is considering setting up a street retail store in Ukraine.