Collaborations, Collaborations, Collaborations
Feb 2nd, 2011 by beverleycheng
In regards to my previous post, I will continue on this theme of collaborations. Specifically, H&M; as they have blessed us with the beauty of selling top fashion designer clothing, at less than premium prices.
H&M, a Swedish retail company established in 1947, now boasts many stores over Europe, North America, Asia and Australia. In 2004, the large retail store offered an exclusive collection, collaborated together with fashion icon, Karl Lagerfeld. The clothes sold within the hour. In November 2005, H&M came together again with Stella McCartney and it 2006 they launched a collection with avant-garde Dutch designers Viktor & Rolf.The other large designers H&M have teamed up with are Roberto Cavalli, Comme des Garcons and British designer, Matthew Williamson.
Their latest creative outburst came from the hands of one of the oldest French fashion designers, Lanvin. How did they manage to stir up such a storm about this collaboration, such that the clothes were sold out within the hour? How about the fact that any other clothing designed by Alber Elbaz himself would be sold at unattainable prices? Or their strategy of leaking one of his designs out so that it would be embraced, written up, and talked about by fashion bloggers globally.
Another marketing strategy they created was by targeting all types of women via the video shown below. Because women may still perceive Lanvin’s designs as too outlandish to wear, their advertisement does a great job of showing that any women can wear these clothes, anytime, anywhere.
Finally, what is in store for 2011? Rumour has it that it will be the past creative director of Gucci and YSL, the one and only, Tom Ford! I know that I cannot wait to see that!
xB