Case Study: H & M's Collaboration

As an industry leader in fast fashion, H&M is facing crucial competition, other retailers are also rest no effect to take as much as market share, to keep its granddaddy first place position, H&M has been conducted a series value added collaboration initiatives.

High-end designer collaboration

H&M have worked with a lot of great designers. Back to 2004 they started to collaborat high-end designers like Karl Lagerfeld, recently Alexander Wang, Isabel Marant and Maison Martin Margiela have become H&M’s friendly partners. Not only collaborated with Karl Lagerfeld and Alexander Wang, H&M has a smart strategy that partnering with at least one high-end designer and launching a new collection each year since 2004, and at the same time, they create

H&M has teamed up with big name labels like Versace, Marni and Maison Martin Margiela and Balmain, these collaborations were incredibly innovative, as the media reported that H&M has received incredibly success from brand collaboration projects, bringing together a mass market. H&M gained huge sales from the projects, and the high-end designers were able to reach a wider consumer base than they had previously been able to. Let’s take a look at brand collaboration of Balmain x H&M, it is said that both a lot of customers and media have been waiting for this collaboration, which was launched on 5th November 2015. A spokesman for H&M, named Hacan Andersson, told Bloomberg: “The interest for this launch has exceeded all previous collaborations, both in-store and online.” (Bibby Sowray,

“H&M wants to create a closed loop for its textiles, in which the fabrics from unwanted clothes can be recycled into new ones. The aim is to reduce the environmental impact of the fashion industry, by limiting waste that goes to landfill and saving on natural resources used in the production of fabric.” (Jihan Forbes, 2015) H&M launched a Garment Collecting project, they collect the old clothing and create new fashion collection, it provides a collection service offering customers a £5 discount voucher for every bag of clothes they take into their stores, and they permeate this service in all stores throughout the world. Dedicating itself from sustainability initiatives to creative sustainability performance, 97% of the recycling clothes and textiles goes into new products. The “Close the Loop” program has created a new denim line with recycled cotton and organic cotton, a selection new arrivals of a jumpsuit, jackets, button downs and overalls are going on sale in stores. The ongoing “Close the Loop” program will continually offer 16 denim styles for men, women and