The measure is part of a study that has been called “Global Brand Origin Report”.
As H&M, Zara has also collaborated with design firms.
Luxury brands have found a sales opportunity in collaboration through products that patent design values.
H&M announced that it works in collaborations with Paco Rabanne and Muglera brand that has become popular for its perfumes.
The action is an important antecedent of what is valuable in the market in terms of fashion brands, as revealed Global Brand Origin Report.
Within this study, it was noted that 31 percent of consumers in the world chose a product because its benefits were better than those of the rest. Studies that reinforce this measure as the “Customer Experience Trends Report 2020” detail that 27 percent of consumers said they were loyal to a brand because of the personalization and promotions that it carried out.
Old strategy at H&M
H&M revived its luxury business, which consists of launching capsule collections with designers from luxury brands. On this occasion, the brand has made a collaboration with Paco Rabanne and represents its return to the arena of special editions, in which it has stood out for a very important element and it is the one that has to do with the capacity of these brands, to be able to transcend in the market.
The movement is an interesting precedent of how the apparel and in this positive spirit, the collaboration for special editions stands out for being a benchmark in the high-priced market, above all because it allows the brands of these exclusive showcases to carry their name to the mass consumer.
As part of this operation, the brands are adapting to strategies that have become mainstream in the market, where one element we cannot lose sight of is the influence that these collaborations leave in favor of the brands.
In addition to Rabanne, H&M will work with Mugler and as part of this collaboration, the promotion that is made to Rabanne is important, after the death of its founder and the boost to his clothing business, which although it is the one that made the brand known in the world, What has kept Rabanne has been transcendental in consumption, its perfumery segment.
Let’s remember that H&M He has already collaborated with brands such as Maison Margiela, Jimmy Choo, Versace and Balmain. Each of these brands has established a very important case study, because they are pieces that have attracted attention due to characteristic design elements of all of them, such as the one launched in 2022 with the jewelry designer Iris Apfel, who became the last bet of the brand in special editions.
This interesting bet H&M with a luxury brand to generate exposure to the consumer is part of one of the many collaborative actions that the fast fashion hIt has been done in the various countries where these collaborations are carried out. A related example was recorded between Zara and Distrollerwhen both brands collaborated on a special edition of garments, which led to their intervention with illustrations alluding to the famous design brand.
Collaboration between fashion brands is a good promotion strategy, which today alerts us to how important it has become to be able to publicize a brand today.