Alexander Wang x H&M 2014

Fashion collaborations become more popular nowadays as brands try to find new ways to attract customers and the customers are more receptive to this approach, making it a common strategy for brands. Many brands want to increase the brand exposure, increase the product offerings and/or introduce innovation. Some of the collaborations are Alexa Chung x M&S, Stella McCartney x Adidas, Apple x Hermès.

One brand that gets involved in collaborations with designers at least once a year and bring together the mass market of the high street with the high-end is H&M. And they have been doing that since 2004! Alexander Wang x H&M 2014 was ranked #4 in Vogue and was the first collaboration with an American designer for H&M.

gallery-original-alexander-wang-hm-jpg-d046ee76
Image 4 Alexander Wang x H&M

Functional sportswear was an inspiration for the collection as can be seen from the ad above. It was dominated by dark colours and the use of neoprene which allowed the collection to be on trend for the season and thus have a great response from the customers. The clothing line, while having luxurious and exclusive feeling for the customers, was appealing to the fashion conscious mass market due to the lower price points which drove the sales and allowed H&M x Wang to be sold out within few hours! The collaboration made it possible for Wang to spread its aesthetics, increase brand awareness and reach more customers.

The high publicity like lookbooks and the show also made the collaboration successful for both brands. It was also announced at Coachella!

 

References:

  1. Adidas, (2016). Stella McCartney. [image] Available at: http://www.adidas.co.uk/adidas_by_stella_mccartney [Accessed 20 Feb. 2017]
  2. Apple, (2016). Apple Watch Hermès. [image] Available at: http://www.apple.com/apple-watch-hermes/ [Accessed 20 Feb. 2017]
  3. Boamah, M. (2014). Alexander Wang x H&M – H&M. Available at: https://www.youtube.com/watch?v=F0DS7TQh8R8 [Accessed 20 Feb. 2017]
  4. Bullough, J. (n.d.). Open Source Fashion. [online] 4 BENEFITS OF FASHION BRAND COLLABORATION. Available at: http://os-fashion.com/magazine/4-benefits-fashion-brand-collaboration/ [Accessed 20 Feb. 2017]
  5. Codinha, A. (2014). Exclusive: Alexander Wang’s Collection for H&M Revealed in Full!. [online] Vogue. Available at: http://www.vogue.com/article/alexander-wang-hm-collaboration [Accessed 20 Feb. 2017]
  6. Cope, R. (2016). Alexander Wang – November 2014. [image] Available at: http://www.harpersbazaar.co.uk/fashion/fashion-news/news/g23095/hms-best-designer-collaborations/?slide=13 [Accessed 20 Feb. 2017]
  7. Cope, R. (2016). H&M’S BEST DESIGNER COLLABORATIONS. [online] Harper’s Bazaar. Available at: http://www.harpersbazaar.co.uk/fashion/fashion-news/news/g23095/hms-best-designer-collaborations/?slide=13 [Accessed 20 Feb. 2017]
  8. Leach, A. (2015). A Brief History of H&M’s Biggest Collaborations. [Blog] Highsnobiety. Available at: http://www.highsnobiety.com/2015/11/04/h-m-collaborations/ [Accessed 20 Feb. 2017]
  9. Marks and Spencer, (2016). M&S & Alexa Chung. [image] Available at: http://www.marksandspencer.com/s/women/alexa-chung [Accessed 20 Feb. 2017]
  10. Scharf, C. (2012). Trend Reports. [online] The Benefits of Brand Collaboration. Available at: http://www.trendreports.com/article/brand-collaboration [Accessed 20 Feb. 2017]
  11. Scharf, C. (2013). Trend Reports. [online] 4 Advantages of Successful Brand Collaborations. Available at: http://www.trendreports.com/article/brand-collaborations [Accessed 20 Feb. 2017]
  12. Vogue France, (n.d.). Vogue France. [online] Alexander Wang x H&M. Available at: http://en.vogue.fr/fashion-shows/defile/fall-winter-2014-2015-new-york-alexander-wang-x-hm/9677#defile-13135 [Accessed 20 Feb. 2017]
  13. Yotka, S. (2016). Every H&M Fashion Collaboration, Ranked. [online] Vogue. Available at: http://www.vogue.com/article/hm-designer-collaborations-ranked [Accessed 20 Feb. 2017]
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