Fast Fashion November 2, as the first cross-border release of joint series of fast fashion brand H & M in Beijing Sanlitun Pacific 5 stores such as the country 5 officially on sale 2017 H & M Designer Cooperation Series ERDEM × H & M. It is worth noting that in 2016 H & M joint series sold in 14 stores and online stores nationwide, but this year reduced to 5. Industry experts explained that the reduction in the number of stores may be associated with the joint series Of the frequent launch, consumers have been tired of the joint series, gradually into the observation period, the future only to achieve the desired psychological design of consumers in order to continue success.
On the morning of November 2, at 6 a.m., the Beijing Commercial Daily reporter visited H & M Blue Harbor Store to see that the scene of the fast-fashion brand's usual 'Pong big name' made a hot topic to cause consumers to rush to buy, but the marginal effect of this strategy is decreasing year by year. There are less than 30 consumers lining up, a lot less than in previous years.
However, the synchronized sales of H & M official mall paralyzed in the morning, at about 10:00 back to normal.Analysis that this year ERDEM × H & M joint sellers fewer stores, leading to the cargo rush, plus consumers are more accustomed to buying online, resulting in Network traffic is overloaded.It is understood that the H & M will be joint models nationwide sale stores from 14 last year reduced to five.
Beijing Commercial Daily reporter at noon on the day of the sale of fish and other platforms found in the morning just before the sale of ERDEM × H & M series of sweaters have been on the sale of businesses 300-500 yuan increase.In fact, H & M as early as 2004 and Chanel and Fendi Karl Lagerfeld, creative director, launched the joint series, which was sold out within an hour, and since then all major fast fashion brands have tried to play together. However, the early syndicate was purchased by genuinely brand-loving consumers and later evolved into Cattle make the difference weapon.
Insiders believe that the launch of the joint series can stimulate consumption in a short period of time to ease the performance pressure.According to H & M's first nine months of fiscal year 2017, H & M's sales rose 7% YoY to 173 billion SEK, Which was lower than expected, with tax-included sales up 4% in the first three quarters of 2017, a two-point drop from the same period of last year.
However, Zhang Peiying, an honorary consultant for the China Consortium of Luxury Goods, believes that the phenomenon of syndication is indeed relatively common at present but it can not reflect the overall market through the unpopularity of individual stores.