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.