The highly anticipated collaboration drove high volumes of traffic both online and in-stores. WGSN Global News Editor Nigel Taylor reports.
H&M and Kenzo sales for the high-street collaboration, crashed H&M’s website on Thursday morning, as major queues formed outside flagship stores.
The launch in 250 selected international stores and online were mostly flooded with devoted shoppers. Within hours, pieces were appearing on eBay with some prices 25 times higher than their original value. A hooded jacket, originally priced £59.99, was up for sale at £1,502, while another jacked priced £199 in store was being sold on the online market place for £800.
However, many Kenzo pieces were still available on H&M’s website mid-morning Friday, and the most popular items had sold out quickly.
H&M said their most popular Kenzo items in the UK so far had been the logo jumpers, the pinafore dress for women and the leather bomber jacket for men. The latest collection includes a range of colourful prints, accessories, jackets, petticoat dresses and off-the-shoulder tops. It also includes Kenzo’s classic logo sweatshirts; with prices ranging between £7.99-£299.99.
Although overnight queues had formed outside many stores, wristband wearing, well-organised shoppers were methodically herded into stores at 10-minute intervals, a contrast to the stampede seen at last year’s collection launch with French fashion house Balmain.
“Demand has surpassed all expectations,” said a spokesperson. “The response has been incredibly positive, and we are proud and delighted to have achieved yet another successful designer collaboration, proving once again that design and quality are not a matter of price.”
The positive sales of this fashion collab come at an interesting time, British Vogue just highlighted how hit or miss these collaborations can be with consumers, depending on the level of hype around the brand, the designer and the social media presence.
The Kenzo high street collaboration follows in the footsteps of other highly successful H&M collaborations which have included Isabel Marant, Alexander Wang, Matthew Williamson, Marni, Karl Lagerfeld and Balmain.
H&M’s partnership with David Beckham will end next month with the fashion retail giant instead teaming-up with 26-year-old Grammy-winning singer, Abel Tesfaye, to promote a one-off menswear collection called The Weeknd, expected to debut on March 2, 2017.
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