Fashion-licious
Nov 25th, 2010 by phoebe2
An exciting fashion event hit Vancouver last Saturday Nov. 20th, 2010.
Before telling you what the event was about, I am going to show you a few photos of what was happening that day.
You might ask what are these people lining up for? Haha, the answer is that they are lining up to buy Lanvin for H&M clothing.
Lanvin, one of the most expensive and famous designer clothes brands has built a partnership with the Scandinavian shop H&M, to design a line of products. Given the high cost of a Lanvin dress, which is sometimes more than $3000, Lanvin is not an affordable brand for the majority of customers. However, after building this partnership with H&M, designers from Lanvin designed a number of clothing from t-shirt to dress to jacket. The attractiveness of Lanvin for H&M is not the design or the price on its own, but the combination of these two. The price tag on a Lanvin for H&M dress only says $199 whereas the price tag on a Lanvin dress is more than ten times the amount. Wonder how the Lanvin for H&M looks? Here you go..
The promotion strategy used by Lanvin and H&M has undoubtedly helped achieve the expected outcome – the whole store is sold out in less than 12 hours. I believe what Lanvin and H&M was targeting was the group of ladies, who do not have sufficient money to purchase such an expensive dress yet want to fulfill the functional/psychological needs. Lanvin and H&M got the point, and thus achieved such a great success.
One little story about my experience.. I was planning to go line up for the yellow dress, which is on the right upper corner of the picture above. However, I was deterred by the freezing weather and the rumor about hundreds of people will be lining up to get into the store. I still called the sales associate at H&M on the Friday afternoon. I was told that there had already been people waiting for the dress at 5pm….ARE YOU SERIOUS???? YES….The sales associate suggested that I should go line up before 3am of the Saturday if I really want the dress.
Anyway..now you understand how successful Lanvin and H&M had planned their project.
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