H&M Plays in the Game through “See-Now-Buy-Now”. The Swedish fashion powerhouse is adjusting and maintaining their play in the fashion industry.
Swedish fashion powerhouse H&M showed what fashion trends are all about in their latest collection showcase, riding onto Paris Fashion Week. The label’s Spring Summer 2018 collection that was presented transported us all to the Land of the Rising Sun, drawing minimalist and delicate Japanese elements as an inspiration. Taking place in the French capital’s Museum of Decorative Arts, H&M gave a wonderfully surprising show where every detail took part in the extravagance of the big unveil. From the dainty tatami rugs to the ikebana arrangements to the labyrinth of tables set up with all the intricate Japanese detailing and sakura flowers, the ambiance of Eastern ethereal-feel brought out the best of Japanese modern vision, in the most respectful and serene ways possible.
But what was most interesting with this presentation is the different route the label took as a big label. H&M jumped in the “see-now-buy-now” bandwagon movement, a concept they have well implemented in their previous seasons. No doubt, the label did follow the fashion footsteps of renowned labels, Burberry, Tom Ford, Tommy Hilfiger and even Topshop, where collections from their runway shows are becoming available earlier in the boutiques. H&M took a nod to such strategy, making their collections available online as well as in stores as early as the week the collection was presented. Moreover, such approach takes a swerve from the traditional purpose of runway shows, making their way more to the buyers and press.
Meanwhile, pieces to the collection imbue Japanese elements that felt casual, relaxed and easy. Women pieces were very expressive in motives and colors, supported with clean lines, occasional fringes and asymmetry. Clean silhouettes of tunics over trousers, statement knits, and utilitarian tailoring make a wonderful fashionable concoction. As for menswear, a lighter silhouette of jumpers, utilitarian jackets and simple shirts and trousers were presented.
It’s a wonderful turn to see big brands making smart moves to further leverage their existence and importance in the market. This big marketing shift is a great way to further drive their sales and hit the right points to not only boost sale but maintain the excitement as early as the first showcase. The Swedish label is also creating an awareness building activity where they will be sponsoring a major exhibition about Japan in the museum where they presented the collection, later this year.
It is wonderful to see H&M making a big change in their marketing and their business. It’s even pleasing to see that throughout this time, H&M is one of the big players to implement such a strategic and positive company culture. Apart from that, discipline lies as the forefront of the brand’s vision, taking the process and scheduling directly from the headquarters in Sweden. So it is very unlikely that one may see official resell of their collections in any other stores and boutiques. But with their see-now-buy-now implementation, H&M wishes to become even closer to their targets, to see what really works and doesn’t work. There are adjustments made but in order to survive in the market, it’s just a matter of going big and making that big moment of change worthwhile.