Balmain was founded by Pierre Balmain in France in 1914. This company was known as a fashion symbol in clothes industry. As the research shown, the target consumers of the Balmain are upper class independent women (ages between 22 to 40).
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H&M(Hennes&Mauritz AB) was founded by Erling Persson in Sweden in 1947. Many consumers choose to spend their money on this company because of its inexpensive price and the variety of styles. As far as I am concerned, the target customers of H&M are the middle class families.
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The cooperation between the Balmain and H&M brings opportunities to both of them. First of all, both of them can develop their market in new area and also increase their market shares. For the consumers, they can spend less money to buy fashionable clothes because the styles of some products of the Balmain X H&M series are almost the same with Belmain’s products but the price are much lower.
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As lots of people think, H&M might get more benefits from their cooperation. However, as far as I am concerned, Balmain can also gain benefits from it because the target consumers (upper class women) of this company are minority – not all people can afford “luxury” clothes. Therefore, it needs some others ways to develop its market.
News (Website) Links:
Balmain X H&M series have released
Shoppers Go Crazy For Balmain For H&M
Balmain’s History and Background
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