THE CUSTOMER MUST ALWAYS COME FIRST...right? Well perhaps H&M are trying a new technique, one that could have serious implications.
On Thursday 17th November H&M, recongnised for it low prices, lauched a massively publicised clothing range where by they have collaborated with Versace to produce a limited edition of dresses, jeans, tops and shoes, produced with the high end designer label intact but at high street afforable prices. Obviously creating excitement by the fashionista's of the world.
The public were promised ten minutes inside any H&M store worldwide stocking the goods, with one item of clothing per person. Seems reasonable right? But unfortunately not. It appears that when stating it would be a "limited" edition, H&M really meant it. Within 30 minutes of opening their doors, all stocks had sold out worldwide, with most who had queud for over 24 hours, left standing in the cold...(depending where you were located of course).
Ok so first come first served. But with reports coming through that special treatment was given to Fashion Journalists, Fashion Bloggers and VIP wrist band holders, have H&M simply ignored their existing target market and aimed directly at a whole new market resulting in massive uproar and serious longterm implications.
There are mixed reviews, but it would appear that a large amount of people who camped overnight and queued for hours, would not usually shop at the high street store and were simply targeted in order to get their hands on that worshipped Versace label.
But fear not, at least for those of us who were unable to get to a store and queue for hours in the hope of getting our hands on some of these fantastic goods had the reassurance of ordering online...wrong. The website crashed under the strain from the high demand they received, although a statement was released to apologise and the public were advised that H&M were doing all they could to get the website up and running again, but by the time it was, all stocks had sold out.
H&M may have made an executive decision that this collaboration was not targeted at the usual H&M shopper, perhaps they thought it wouldn't appeal to them, and this may have been a thought out marketing decision when joining up with the top designer.
But why did H&M publicise the launch so drastically, creating a massive hype to a wide audience? They would have always known their stocks were limited. Therefore it looks as though they have encouraged more and more of their local consumer base to attend, to then have to slam the doors in their faces within half an hour of opening. The company have now allowed themselves to look unprepared, deliberately understocked and careless about those loyal customer. All for a quick bunk up with some posh totty.
H&M may have boosted their sales but they have ultimately frustrated their exisiting client base and in effect lost alot of their loyal consumers. If I had been promised just as much of a chance to get my hands on these goods as one of these top fashion bloggers, (who probably never shops at the store, and can possibly afford the real deal). If I had stood outside for hours whilst the VIPs were being led into the warm and treated like royalty, but then refused entry for not being worthy enough to come in, even though I have shopped at H&M loyally over the years, I wouldnt be happy right now.
In fact I dont think I would bother shopping at H&M again. I think I may even tell my friends how loyal the high street clothing range is to their main consumer.
Oh dear H&M what have you done...
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