Comment on Vanessa Friedman’s blog: http://runway.blogs.nytimes.com/2014/11/07/alexander-wang-for-hm-became-a-case-study-in-anticipation/?_r=0

The selected stores of H&M were crazily full with people who came to get their Alexander Wang X H&M collection. The brand new collection is as popular as any other designer collection of H&M, an d people were not surprised when they were sold out on the first day, and the online part were sold out the next morning.

The collaboration brought huge benefits to both H&M and Alexander Wang. I have seen a survey about why people buy the designer collection, more than sixty percentage of them choose that because they can get Alexander Wang at a quarter of the original price. Therefore, as a luxury brand, Alexander Wang can put themselves into public consciousness and expand their market. As for the High Street brand H&M, this collaboration leads them to  a new platform which H&M and make both high-end and less-expensive designs.

The writer mentioned a question in her blog, “Does it mean that in the context of limited-edition collaborations, the early bird does not necessarily get the worm?” I believe it depends on how people are into the collection, how much they like it, and if they think it worths waiting.