Much buzzed about Versace H&M collaboration went tip top according to Versace and H&M management. Countless ad releases, press and video coverages, who has't heart about it? But here is a sad news - most just heard about it, never got to see it...
In Toronto for example, collection was only available in 2 stores - Eaton Center and Yorkdale Mall. That's it. Toronto is 4th largest city in North America, with population smaller only than in NY, Chicago and LA. I see people blogging that they had to wake up at 4 am and stand in a few hour long line while in the store to get a little skirt or a jacket for $200. At Eaton Center collection was sold out by 12:30 pm.
I am not sure why people are so proud of getting some cheap Versaces? Something is seriously wrong with H&M marketing as they piss more people off than make them happy. The whole idea of collaborating with luxury brand is to create a "high-end" experience in a low-end store H&M. Clearly H&M is known for a good value and low prices, but average quality which is still worth it for the money they charge. So, bringing in big name designers supposedly is for increasing the company reputation as a higher-end brand. But making people turn into bums to snap a piece of clothing is not "high-end".
Some designers get it. For example Karl Lagerfeld a few years back was among the first collaborators of H&M. He was disgusted by the fact that people were treated this way and made H&M produce enough quantity to satisfy the demand. At Chanel one would get a royal treatment when shopping with offered drinks and multiple staff helping you shop. At H&M you are faced with a sleep over on the street before doors open and a few hour long line up when inside. I would imagine the atmosphere is far from friendly over there.
Another concern is creation of black market. It probably peaked at Roberto Cavalli H&M launch just 4 years ago. Once collection sold out it reappeared at eBay for a premium. For some people the collaboration was not a way to engage fashion, it was to make money. I can't blame them - when opportunity is created, why not use it. Some students can cover rent for the month by just sleeping over near the store.
According to classic economy rules, to cope with high demand - raise prices. Versace H&M should have either been more expensive or in larger quantities. Hopefully next fashion icon Marni will get the point.
However, Versace hype didn't go as planned in Paris from what it seems. Apparently Parisians were returning items back to the store for various reasons and today you can still get a hand on most extravagant items. Perhaps, Toronto will follow the trend... but this would be much controversial. Why people are returning? Is something wrong with items?
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