Please, sell your stunning H&M
When I was in middle school, the majority of my friends admire
classmates who wore fancy brands which are designer name brands or high-quality
products brands. Just observing the people on the street these days, most
people look good, even though they are students. It indicates that fashion
style has been changing, but the correct meaning is to buy luxury brand’s
clothes would not difficult as before I did. How? Just a decade ago, SPA brans
were not launched as many as nowadays did. However, several SPA brands are in
the malls, and the number of this type of stores is getting increased. Thus,
who does not know about there is lots of SPA brands at the malls? I think
customer wants to know how it has relevance to people that can buy expensive
brands easier than past. The secret is a collaboration between a SPA brand and
a designer.
H&M has been working with several designers that are Jimmy
choo, Viktor & Rolf, Roberto Cavalli, Stella McCartney, Sonia Rykiel and so
on. These lines are selling at H&M stores, but special designers who I
mentioned design the products and even labels are separated from H&M. The
important fact is that they just sell only one time at the specific time
worldwide. The funny thing is last year I was on the line in front of H&M
to buy Kenzo collaboration. Unfortunately, the price cannot be same as the
normal price of products, but the consumers can buy high designer’s garments
with several times lower cost than their name value. As buying those products,
customers would be showing off their new clothes to the friends, colleges, or
could relieve stress by themselves as I used to. Furthermore, collaboration process
makes them unique and makes high selling. Beckman was interviewed with BoF “yet
collaborations are as powerful as ever. Just look at the success of brands like
Supreme and Adidas, for whom collaborations have been a critical component of
success. For years I thought this trend would slow down but it’s not at all. I
think the reasons these partnerships will continue to go forward is
predominantly because the advent of technology in manufacturing and in
communications means the retailer really needs to fight to capture the
attention of the consumer now”. This situation seems like that led all people to
make better and improve the quality of life, and also bring into the fashion
industry. But it would bring drawbacks at some part of this trend to some
people.
Have you ever sold
second-hand clothes? I am pretty sure that many people have experienced; to
reduce their packages when they move to a new house, or just do not want to
wear anymore. However, recently, we call reseller who sells name valued used
products. Who are they exactly? for example, a customer or a company buys any
garments, bag, accessories which they think that these could have royalty in
the future, and they add some value of the price for making a profit, then sell
again in several websites. However, who can judge which product has a special
value to sell again? How do they know about it? This way to make the profit
would be good for the brands? Making a new line with a high value of designers can
come with marketing with celebrities. Basically, people love the celebrities
and want to follow the trends. If a celebrity wears one of the trends items
which is a designer brand, I am pretty sure that people would try hard to find
the same item. What if the items are limited editions as I explained? The
situation will go in a different way for the consumers. That is why reseller
can sell the second-hand garment; although the clothes is never worn because
people want to buy it because they cannot buy it anymore at any stores.
Moreover, the company tries to produce better quality as they collaborate with
luxury brand and designer, and it is people would expect the result. To be
honest, the quality is not enough as their name value. Why? The reason is the collaboration
brands belong their brand, so they must use target age, maxim price, marketing
as they used to do.
Collaboration system has been increasing and it is still working
on it. Just need to advance how will be more creative, attract consumers, and how
to improve their producing skill gradually.
“The retailer really needs to fight to capture the attention of
the consumer now” - Kristina Stenvinkel, H&M Group communications director
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