Fashion In Another Way, H&M'S Way Of Doing Business.

Every time, we look at H&M's cross boundary series, from trailers, project independent Logo, pre market party, proprietary website, lookbook, still life, Campaign, Video, news release, price list, later celebrity wear report follow-up, Facebook, micro-blog and so on. H&M shows the ability of ten feet fashion operation: product power + guidance + interaction power, and at the same time, it also occupies and weakens the ability of others in a certain sense.

This ability will kill many opponents in the future.

With regard to H&M, people may be more intuitively associated with "leisure, parity", which is far from fashion.

However, "ten years of trees", H&M to promote the wisdom and achievements of Crossover, amazing.

H&M not only brought the masters into the boudoir one by one, but also the High, and more importantly, shifted the definition and the right of speech to fashion.

Is this the marriage of Tang Lang, the seven fairy or the Tubo king?

In 2011, the performance of more than 2400 H&M stores worldwide was 128 billion 800 million kronor, which echoed the queues of the checkout booth of the fitting room.

Ten years of famous teachers cross boundary series operation + continuous improvement of window display and VM performance + space design + upgrading of single product capability, H&M is changing its past and its future.

H&M is being covered in a new way, in three dimensions, in a strong channel, attacking traditional and haughty and weak territory.

A common problem faced by fashion brands is the wide coverage of styles, that is, no obvious and valuable style is widely accepted by customers.

The big problem abroad is a little arrogant (high price) and low coverage (customers know that they can't afford regular consumption). The domestic fashion brands are unstable or not widely recognized.

H&M cleverly pferred the contradiction, instead of taking the product itself as the whole, turning to the product + celebrity + propagation routine, combined with the practice of the big stage in the communication stage, plus the effective visual performance of the store.

The border between future fashion and casual wear will no longer be clear.

Fashion will be infiltrated into different categories as a style attribute, whether it is men's or women's wear, casual wear or traditional fashion.

But the traditional fashion brands enter younger and more casual market segments, which is more difficult than H&M from leisure to fashion. The reason is that they are deeply rooted in the sense of portals, while H&M is more "light".

In fact, I want to say that in the era of globalization and interconnection, the success of brand is to pursue the essence and trend.

Fashion is the essence and trend.

OTT and

Do not tell me about the quality of H&M and Forever21. The core of the problem is not that. You can not measure the affordable housing price with the price of the villa, but this does not affect people's pursuit of comfort and fashion at home, just like the fashion of clothing.

The core of the problem is fashion.

Although I also think that Forever21 is better than H&M in adapting to the Asian market, H&M is far behind in its operation and bottom line.