H&M bucks trends: upmarket, slow fashion
Fast fashion powerhouse Hennes & Mauritz (H&M) will debut a new line at the end of the month: Arket. This line, which will come with its own set of stores, will be launched on 25 August in London, and it’s a step sideways from some of the things H&M is known for: the price point will be higher (mid-range, based on suggestions that shirts will be available between $42 and $150), and forget the fast fashion.
H&M’s last 30 days have seen the share price rise by 8.35%
Source: Yahoo Finance
H&M’s last 30 days have seen the share price rise by 8.35% Source: Yahoo Finance Arket is not the only brand that H&M owns which diverges from the public perception of the company as a trend-focused, fast fashion only, retailer. Brands like COS have a “minimalist-leaning” approach to fashion (according to male style publication GQ), and Other Stories is an eclectic, women’s only, line.
Arket will take a distinctly un-fast fashion approach to its products, and the line will be primarily made up of “streamlined wardrobe staples”. That is: basic, but classy, clothing at a mid-level price point, that is designed to weather the coming and going of trends. You should be picturing khaki trench coats, slim chinos, and dress shoes.
Arket is a departure from the values that H&M used to set itself apart from the wider market. And the extent to which the Swedish fast fashion expert pushes the brand remains to be seen. But there is little doubt that diversifying into new markets, price points, and product categories has the potential to deliver significant growth for the company.
Dominion holds H&M in its Global Trends Luxury Fund.
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