H&M Upgrade Hunger Marketing, Will Customers Buy It?
Even "aunt" joined the fanatics.
fast
fashion
Joint strategy
Now it's a regular move.
Brand has to upgrade
Hunger marketing
To stimulate people's desire to buy.
In November 8th, H&M jointly launched a joint series of luxury brands MOSCHINO in Italy and some outlets.
Compared with the past, the joint series of play is more scarce. Some stores only rush out of 2-3 exploding products.
WeChat applet
Yaohao access to qualifying play also deepened the consumer "limited" impression.
The H&M * MOSCHINO joint series includes clothing,
Accessories
Household goods and pets and other categories, of which the average price of the clothes is about 600 yuan, and the price of the coat is more than 1000 yuan.
Compared to the brand name 2000-2500 yuan and the price of 10000 yuan, the joint series is equivalent to the 2.5-3 discount of MOSCHINO price.
The joint outlets will sell outlets including H&M Sanlitun Taigu store and Guo Rui Shopping Center store.
Zhang Peiying, an honorary consultant of the China luxury Confederation, believes that it is the nature of fast fashion joint series "high-end design low end price" that makes consumers vigorously pursue.
However.
Fast fashion brand joint play has become a normal movement, from the original annual development to several times a year.
Consumers also experienced fatigue in this play.
In fact, fast
fashion
In addition to H&M, uniqo also launched the ALEXANDER WANG cooperation Series in November 8th, which is similar to H&M.
The domestic brand Taiping bird released a joint series with Coca-Cola in June this year.
H&M group
Released in the two quarter and first half of 2018 earnings report, due to the impact of technological investment and store renovation and restructuring costs increased, the two quarter of the group
Profits fell year-on-year
21% to 6 billion 10 million Swedish kronor.
In the first 6 months of May 31st, H&M net profit fell by 33% to 7 billion 270 million kronor.
In addition, sales in the Chinese market increased by 1% over the same period last year, down from 4% in the same period last year. Zhang Peiying believes that it is precisely because of the decline in H&M performance that it has launched joint names and increased online outlets to ease its performance.
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