H&M'S First Walk In China Is In The Autumn And Winter Section Of The High-End Line.

In September 12th, H&M released its fashion show for the first time in China, displaying the 2018 autumn and winter H&M STUDIO STUDIO series. The scene was arranged like a carnival garden. Retro sports cars, vans, neon lights and billboards were probably designed to match the H&M STUDIO design of the season, the women's dress of the American style retro style, and the men's wear of the reserve school's sports breeze (Athletic-prep).

Under the Disco music, the models walk quickly on the walkway of the garden party, and the model is Xiaowen.

H&M also invited the princes of the idol trainees. Most of the fans who screamed at the scene rushed to him. He was also very popular in the live broadcast room.

Compared with other fast fashion brands, H&M seems to be closer to traffic stars.

Previously, H&M asked Wang Yuan to be the spokesman of the new student image in China.

Last year, David Lynch restarted Shuangfeng, and the H&M STUDIO team drew inspiration from it.

The female role style is strong: the feminine match has a little "boyfriend wind".

H&M design director Pernilla Wohlfahrt told curiosity daily that they tried to use bright pink.

And long skirts and dark colors.

And shooting background to create a neon light effect.

Men's clothing is like the new England elite preparatory school.

Men and women wear a large number of grain and cowboy elements.

Compared with the previous H&M STUDIO, the style is more routine, and it is a little close to the conventional H&M series of autumn and winter, but lacks a little surprise.

H&M STUDIO used to be shown in Paris fashion week, but this year it brought the 2018 autumn and winter series of products to China.

This is the first fashion show H&M held in China.

This is mainly to match the H&M super brand day of the day.

"We think Tmall super brand day is a good opportunity to show off."

H&M design director Pernilla Wohlfahrt said.

If you are not fast

Fans or fans of H&M may not be familiar with this product line.

H&M first launched the Studio Studio Series in 2014. The series is launched in the two quarter of a year, and its price is higher than most of H&M products, and it is limited in sale. It can be understood as the high-end product line of H&M.

H&M also works with luxury brands or designer brands every year, and is also offering limited sales at a price higher than the regular series.

This year its target partner is Italy brand Moschino.

Designer Series style is more cooperative object oriented.

"H&M STUDIO" reflects the most important trend in the season, which is that our internal team has a little more understanding of fashion.

As for other series, we draw inspiration from our consumers, movies and music.

"Pernilla Wohlfahrt said.

In the whole design team of H&M, there is a single group of people (about 15 people) responsible for H&M STUDIO series.

This season, H&M STUDIO will be sold in 160 H&M stores worldwide, but only 2 stores in Shanghai and Beijing are available under the Chinese line.

It is not that H&M does not pay much attention to the Chinese market. Since 2014, H&M STUDIO has been sold in China synchronously.

At least 3 stores are sold, and there are as many as 12 pieces of shops sold in the autumn and winter series in 2014.

Selling H&M STUDIO only in 2 stores this year may be the reason for Tmall's tilt.

In March of this year, H&M finally settled in Tmall, more than 3 years ago. H&M has always been an independent official in China.

Compared with UNIQLO, Zara and Gap, it will come at the latest. It may take more effort to catch up with competitors. Super brand day and China's first show are the strategies.

In the second quarter of 2018, H&M sales increased by 2% to 60 billion 500 million kronor compared to the previous year, but pre tax profits fell by 22% to 60 billion billion Swedish kronor, close to analysts' expectations.

The Tmall store, which mentioned the opening of the first quarter, contributed a lot to the sales in China, but it did not disclose specific figures.

Sales in China increased by 2% to 5 billion 800 million kronor.

At present, H&M has stores in 67 countries and regions, of which 47 have launched online businesses.

The latest quarterly report did not mention the entire company's online penetration, only showing that online business grew by 17% over the same period last year.

At the end of last year, the official data provided by H&M was: 12.5% of sales came from online.

The electricity supplier is a fast developing fashion brand, including H&M and Zara.

In September 5th, Zara's parent company Inditex announced that it would open all its brand online shopping businesses worldwide in 2020, including the fact that it has not yet opened a store.