market my world

thats right…

talk about co-branding!  h&m has partnered with numerous big fashion names in the past, like karl lager, roberto cavalli, matthew williamson, and recently, lanvin.  their campaign is quite diverse in media, with print and video.

i personally love h&m; it’s got the trendiest items at one of the best prices out there.  so what happens when h&m and a big name like lanvin put their names on a dress… huge lineups and messy stores!  most of the regular items h&m sells is quite casual, but with lanvin, it brings in some really fancy cocktail dresses, which deviates a bit from what h&m usually sells.  however, even with a price tag of around $200-300, it still manages to go out of stock within a couple of days.  h&m and lanvin are pretty much on opposite ends of the price spectrum, so what does it mean for the consumers on each end?  for consumers on the price savvy side of the spectrum, the h&m/lanvin co-branding really gives them a chance to purchase a lanvin design at a price that they can afford.  it opens the consumer market for lanvin to reach out to those consumers who would not usually buy designer luxury items.  on the other hand, buying luxury items and big names represent a certain status for those who buy the expensive brand names.  would lanvin lowering its price, and perhaps quality, to partner with h&m hurt its sales with its regular consumers?  will these consumers stop buying lanvin items because its name is on a dress that worth only $200 compared to the regular $2000?  i guess the cheaper price i just used to trade in a lower quality, but to me, the design is what it’s worth.