01/31/2007 08:23:00 AM 
(2) 
(2) What started with Range Rovers loading up in front of Target, then $65,000 emerald cut diamonds at Costco, became a global retail phenomenon. Now, value chain H&M trounces the high-low competition with the announcement of Collection of Style, a premium chain debuting on London's Regent Street in March and parts of Europe later this year.
Consumers shop all channels, actively trading up or down in categories that matter most or least to them. By mixing and matching - pairing couture with commodity, they blur the lines of demographic segmentation. Increasingly, consumers define themselves within tribes, pods and communities based on taste and lifestyle rather than geographic or economic borders. And they reward brands that provide entertainment, excitement and access to the unexpected.
Hennes & Mauritz's COS concept is a bold move which satisfies several deep consumer desires and supports its innovative brand strategies:
First, the COS initiative parlays the vertical retailer's consistent double-digit sales increases into a new market. Then, leveraging its unrivaled speed to market in a premium channel promises ardent fashionistas even better interpretations of runway to realway apparel. Finally, adopting a trickle-up strategy compounds the company's formidable hipness - perhaps its most powerful and transcendent brand asset.
From Lagerfeld to Madonna and Victor & Rolf, H&M's premium fascia concept represents the smartest move of all!
By Debra Stevenson of Trend Agitator a Los Angeles-based trend and market insight developer.
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High Street's High-Low Strategy
Absolutely right! On the High Street, Topshop garners a loyal high-low following with speed to market and trendright styling yet lacks fashion authority. Debenhams, like Target, relies on democratic designer collaborations but do they deliver excitement? The Gap's fit-price-quality ratio is a total disaster despite celeb endorsements, so H&M's successive strategy makes it the masstige victor thus far. Watch for new channels like Second Life to define future brand strategy.
Posted by Debra Stevenson on 02/06/2007 12:40 AM
Absolutely right! On the High Street, Topshop garners a loyal high-low following with speed to market and trendright styling yet lacks fashion authority. Debenhams, like Target, relies on democratic designer collaborations but do they deliver excitement? The Gap's fit-price-quality ratio is a total disaster despite celeb endorsements, so H&M's successive strategy makes it the masstige victor thus far. Watch for new channels like Second Life to define future brand strategy.
Posted by Debra Stevenson on 02/06/2007 12:40 AM
It appears you don't have Flash installed.
an inevitable move given the success of its designer collaboration stratgey. This works much better than Designers at Debenhams. Would like to see what other retails trends develop ?