Luxury fashion house Versace is soon to grace the ubiquitous H&M clothing retail chain. Despite excitement among the masses, retail and branding experts are reluctant to embrace the idea of such an iconic and inaccessible label being marketed in budget-conscious H&M. They argue that being sold in a non-luxury store could damage the image of Versace as an exclusive brand. However, Versace is the latest couture house to collaborate with H&M on an exclusive designer collection, following the likes of Karl Lagerfeld, Stella McCartney, Comme des Garçons, Roberto Cavalli, Jimmy Choo and Lanvin. Such partnership has not harmed any of these brands.
As a consumer, I think that it is a smart move considering the struggling economic times which have definitely adversely impacted the fashion industry. This move may help the brand to remain relevant among shoppers rather then remain a remote symbol of excess, wealth, and the 1980s. Also, the collaboration will definitely attract consumers who ordinarily cannot afford to purchase the brand. The partnership may also encourage the fashion house to expand its designing paradigm and use the masses as inspiration.
We should be expecting a fall collection of womenswear, men's wear and home items to hit 300 stores November 19, 2011. What should we expect? The collection aims to pay homage to the legacy and heritage of the edgy Italian luxury label by incorporating leather, metal studs, vibrant prints and of course neon.
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| Versace Sketch |
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| Donatella in Versace for H&M |
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| Versace for H&M |
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| Versace for H&M |
