Fashion Loves Co-branding: H&M X Maison Martin Margiela

The recent collaboration of H&M and Maison Martin Margiela hit the stores on November 15th, 2012. Maison Martin Margiela is a label specializing in unconventional clothes, since the design of this brand is usually exaggerate and unusual. However, it is also how Maison Martin Margiela can differentiate from many others. A great number of people were eagerly expecting the new collections by H&M X Maison Martin Margiela ever since the announcement of their partnerships was released. This latest designer collaboration really drove a lot of people crazy and excited, some buyers started lining up outside of the store since the night before and are set into buy the avant garde world of Maison Martin Margiela.

“Since the first H&M collaboration with Karl Lagerfeld in 2004, the launch of each capsule designer range has become a major fashion event. For a brand such as Margiela, which might be well known in fashion circles but is hardly mainstream, it is a fantastic opportunity to reach a wider audience, while for the H&M customer, these ranges have become both collectible and highly sellable, at inflated prices, on eBay. ” (The Guardian, 2012)

The content in the quotation mark thoroughly states the win-win effect of co-branding for both brands. For Margiela, collaborating with a well-known and high-street brand H&M not only helps to reach a wider audience, but also let more people know the unique concept of their design. And for H&M, a good number of customers benefit from buying high-end design at a reasonable price, also, creating this kind of excitement to customers greatly boosts the sales and profit for H&M. SInce the number of each item in this collection is limited that makes this product line also be valuable, precious and collectable. There is no way that customer can resist buying. That’s the secret why fashion brands love co-branding.

Did “Sandy Sale” cross the ethical line?

” On October 29, 2012, Hurricane Sandy — the largest Atlantic tropical system on record — made landfall just south of Atlantic City, New Jersey, bringing winds up to 90 mph (150 kph), and pushing a massive storm surge onto beaches and shorelines. At least 12 deaths have been reported in the United States. These fatalities, when added to the previous toll in the Caribbean, leave Sandy responsible for more taking more than 80 lives to date. Millions across the Eastern Seaboard are now without power, and even more are struggling with rising floodwater. Sandy continues northward, now downgraded to a post-tropical cyclone, and those affected are now assessing the damage. Collected here are images of Sandy’s aftermath, many from New York City, which suffered widespread blackouts and a record-setting high tide early this morning. ” (the Atlantic, 2012)

From the following cover picture of New York Magazine, it is clear showing that Manhattan was lying in darkness after the power outage due to the damage of Sandy. The strong wind also caused floods in the Dumbo section of Brooklyn, NY, and forced the shutdown of mass transit, schools and financial markets.

Picture From: http://www.businessinsider.com/new-york-magazine-cover-hurricane-sandy-2012-11

But what American Apparel did on the hurricane day (OCt 29, 2012) was sending the advertisement below to its subscribers.

Picture From: http://mixeddigital.com/wp-content/uploads/2012/11/american-apparel-hurricane-sandy.png

“After sending out this ad, American Apparel was subsequently attacked via social media sites and blogs, with individuals expressing disdain for the company.” (Marketing Ethics, American Apparel & Hurricane Sandy, 2012)

What do you think about this ad? If you were the victims, would you feel excited when you see this ad and then shop on the e-store of American Apparel to get rid of your boredom?

American Apparel CEO Dov Charney said they were not out to offend anyone and their heart was in the right place. No matter their intentions were pure or not, as i think, it is inappropriate to make the ad in a way like that they were simply looking for money and didn’t even care about the victims and cities get hit by Sandy. They only need to change a bit of the ad, and it will give their customers a completely different impression without complaints. What American Apparel should have done was something like: we will donate 20% of profits from every purchase to the victims of Sandy.