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H&M: Designer Collaborations

  • ID: 1315599
  • August 2010
  • 55 Pages
  • Datamonitor

In 2004, H&M started collaborating with designers for its collections as a strategy to maintain the growth previously experienced by the company. Nine collaborations later, this case study critically assesses the impact of this strategy upon H&M's financial success and provides a series of best practice strategies.

Scope of this research:

- An assessment of the H&M collaborations with Lagerfeld, McCartney, Viktor & Rolf, Cavalli, Marimekko, Comme des Garçons, Williamson, Choo and Rykiel.

- Insight into the product ranges, pricing, promotions, in-store merchandising and distribution strategies used for H&M's individual collaborations.

- An independent view of collaboration success factors including the choice of partner, distribution arrangements, pricing and the size of the range.

Research and analysis highlights

Designers had a variety of different strategic motivations for collaborating with H&M. Some were seeking wider global publicity and for Stella McCartney the collaboration provided the opportunity to spread her ethical views to a wide consumer audience and resulted in H&M substantially exceeding its READ MORE >

Note: Product cover images may vary from those shown

H&M DESIGNER COLLABORATIONS

INTRODUCTION

H&M DESIGNER COLLABORATIONS SUMMARY
The images below summarize each of the designer collaborations
H&M's financial performance varied for each collaboration

DRIVERS BEHIND THE DECISION TO COLLABORATE
The demand for luxury has increased
The demand for masstige is driven by the increasing velocity of modern society
H&M’s designer partners had a range of incentives for working with the retailer

H&M DESIGNER COLLABORATIONS IN FOCUS
The first H&M designer collaboration with Karl Lagerfeld had the greatest impact
The first H&M collaboration was high profile and offered consumers a semblance of exclusivity
The collaboration provided a means for H&M to generate financial growth
The collaboration enabled male and female consumers to access affordable luxury
The collaboration received a high profile advertising campaign
The Lagerfeld collaboration achieved outstanding financial success for H&M
The Stella McCartney collaboration failed to replicate the exclusivity of Lagerfeld
The Stella McCartney collaboration lacked the profile and exclusivity of the Lagerfeld collection
The collaboration sought to recreate the publicity and financial success achieved by Lagerfeld for H&M
The collaboration provided the opportunity to purchase replica McCartney designs at value
The collaboration was the first to make use of a launch party to promote a collaboration collection
The less established reputation of McCartney was reflected in the inferior packaging
The collection increased sales on the previous month but failed to match Lagerfeld’s success
The Viktor & Rolf collaboration matched the success of the Stella McCartney collection
The Viktor & Rolf collection provided consumers with a sense of exclusivity
The third designer collaboration sought to maintain the higher earnings of the previous two years
The Viktor & Rolf collection for H&M provided customers with poor value
The launch party for the Viktor & Rolf collections was the most lavish to date
The collaboration was accompanied by a heavily themed store environment
The collaboration enabled H&M to maintain the sales figures generated by the McCartney collection
The Roberto Cavalli collection marked a return to high profile and exclusive collaborations
The Cavalli collaboration epitomised masstige
The collaboration marked H&M’s attempt to repeat the success of the Lagerfeld collaboration
The Roberto Cavalli collaboration for H&M was the highest priced to date
Like Lagerfeld, the in store launch entailed promotions
Visual merchandising and packaging were used to create a luxurious shopping experience
The collaboration was one of the most successful financially for H&M
The Marimekko collection was the least successful of all H&M collaborations
The collaboration marked the start of a shorter designer collaboration cycle
Marimekko was given an opportunity to increase brand awareness amongst young consumers
The size of the Marimekko collection undermined the consumer’s experience of exclusivity
The Marimekko collaboration was accompanied by a low key launch
Up market packaging was used to justify higher prices for a collection designed by H&M
The Marimekko collection was highly unsuccessful, resulting in a decline on the previous month’s sales.
The Comme des Garçons collaboration was the first to be used to enter a new market
The collaboration provided consumers with a sense of exclusivity
The collaboration provided H&M the an opportunity to improve its profile in Japan
The price differential between Comme des Garçons’ H&M range and its standard designer range was low
The collaboration was launched first in Tokyo to celebrate the opening of a new store
In store visual merchandising was used to perpetuate a sense of exclusivity and luxury
The collaboration resulted in an increase in sales on the previous month
The Matthew Williamson collaboration was the most successful collection after Lagerfeld
The Williamson collaboration was the first to consist of two collections
The collaboration provided H&M with a high profile entry into the Chinese market
The High Fashion collaboration provided female consumers with Williamson’s designs at excellent value
Launch parties were used to mark both phases of the collaboration
Up market packaging was used to create a luxurious shopping experience
The success of the Williamson collaboration varied between the first and second phase
The Jimmy Choo collaboration was a disappointment for H&M
The Jimmy Choo collaboration was high profile and provided consumers with exclusivity
The collaboration marked H&M’s attempt to recreate the success of previous high profile collaborations
The high price of the Jimmy Choo range did not sit well with the recessionary climate of the collaboration
The collaboration was accompanied by a high profile advertising campaign and launch party
Visual merchandising & packaging were used to justify the collaborations higher prices
The collaboration failed to meet expectations
The Sonia Rykiel collection proved that designer collaborations have longevity
The Rykiel lingerie collection marked the first collaboration to be sold outside of H&M stores
The Sonia Rykiel collections significantly increased the intensity of the designer collaboration cycle
The Rykiel collaboration was the first to focus exclusively on lingerie
A high profile launch party was used to mark the first phase of the collaboration’s release
Luxury packaging was used to create an up market shopping experience
The Rykiel collaboration overcame the recessionary attitudes of consumers to increase sales dramatically
A number of key drivers are responsible for the success of H&M’s designer collaborations

Key factors driving the success of the H&M designer collaborations
STRATEGIC ACTION POINTS
For Retailers
For Designers

APPENDIX
Definitions
Methodology
Further reading
Ask the analyst
Verdict consulting
Disclaimer

LIST FO FIGURES:

Figure: Summary of H&M designer collaborations 1-3
Figure: Summary of H&M designer collaborations 4-6
Figure: Summary of H&M designer collaborations 7-9
Figure: Like-for-like change in sales compared to the same month the previous year
Figure: Organic change in sales compared to the same month the previous year
Figure: Billboard advertising ‘Karl Lagerfeld for H&M’ collaboration
Figure: T-shirt worn by H&M employees for the Karl Lagerfeld launch
Figure: Karl Lagerfeld for H&M carrier bag
Figure: Stella McCartney for H&M launch party fashion show
Figure: Stella McCartney for H&M advertising campaign
Figure: Stella McCartney for H&M carrier bag
Figure: Viktor & Rolf wedding themed launch party
Figure: Viktor & Rolf for H&M billboard advertising campaign
Figure: Viktor & Rolf for H&M visual display
Figure: Viktor & Rolf for H&M carrier bag
Figure: Viktor & Rolf lash and luggage collaborations
Figure: Roberto Cavalli for H&M billboard poster
Figure: Roberto Cavalli at H&M store merchandising
Figure: Roberto Cavalli at H&M packaging
Figure: A Tribute to Marimekko billboard advertising campaign
Figure: A Tribute to Marimekko in store visual merchandising
Figure: A Tribute to Marimekko carrier bag
Figure: Marimekko collaboration with Havaianas
Figure: Marimekko collaboration with Finsk
Figure: Comme des Garçons for H&M billboard advertising campaign
Figure: Comme des Garçons for H&M visual merchandising
Figure: Comme des Garçons for H&M visual merchandising, Tokyo
Figure: Comme des Garçons and Converse
Figure: Matthew Williamson for H&M Summer collection launch party NYC
Figure: Matthew Williamson for H&M billboard advert
Figure: Matthew Williamson for H&M carrier bag
Figure: Matthew Williamson for H&M visual merchandising
Figure: Matthew Williamson collaboration with Belvedere Vodka
Figure: Celebrity socialites in the Jimmy Choo advertising camaign
Figure: Jimmy Choo for H&M billboard campaign
Figure: Jimmy Choo for H&M billboard campaign
Figure: Jimmy Choo for H&M carrier bag & store display
Figure: Jimmy Choo and Hunter
Figure: Jimmy Choo and Ugg
Figure: Sonia Rykiel pour H&M phase one launch party
Figure: Sonia Rykiel pour H&M carrier bag
Figure: Sonia Rykiel pour H&M Phase two visual merchandising
Figure: Analysis of the most successful H&M designer collaborations
Figure: Analysis of the H&M designer collaborations
Figure: Analysis of the least successful H&M designer collaborations

Note: Product cover images may vary from those shown
Note: Product cover images may vary from those shown

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