Yet another successful venture for H&M to launch a joint capsule collection with a prestige designer.
Following Chanel in Nov. 2004, Stella McCartney in Nov 2005, Jimmy Choo in Nov. 2009, Lanvin hit the H&M stores this year!
This video shows how exciting and crazy it was on the launching day:
It said that all the Lanvin items were sold within 2 hours for almost every H&M store in the world. How did H&M manage to do this? What was their marketing strategy?
According to the article ‘H&M’s Killer Marketing Campaign for H&M,’ (http://www.blackbookmag.com/article/hms-killer-marketing-campaign-for-lanvin/22970) they slowly unfolded the story for Lanvin at H&M, by “carefully [getting the Lanvin images] leaked, and [making it get] embraced, written up, and buzzed about by fashion blogs across the web.” Also, they emphasized the price of their items. This was probably one of the main reasons why Lanvin for H&M was such a big hit.
Think about it: what do you think of when you think of designer clothes? You think they’re beautiful. They’re unattainable. They are clothing to be admired at, not to be obtained.
Now, you see a ‘Lanvin for H&M’ ad, and you realize that the cutest dress that was sold for $800 at Lanvin stores is sold for only $100 at H&M. Who wouldn’t be interested?