So another contract signed for the high street’s designer-for-the-masses retailer.
All these collaborations that H&M have some how managed to waggle with designers allows ‘normal people’ to buy into the brand and somehow this will lead them up the price pyramid of products as they earn more and more money…
So H&M goers can now add David Beckham’s undies to their collection of Matthew Williamson dresses, Sonia Rykiel jumpers and Jimmy Choo shoes.
With Versace also in the pipeline for November 2011 I wonder if the H&M collaborations benefit the brands in the long run after their collections are sold out. I guess they must do in one way or another otherwise they wouldn’t do it right? But those paying for the high quality stuff may be veered away from the brand because their will be (God forbid) normal people wearing Versace on the streets!
Well, democratisation of fashion is an interesting concept, with it historically being a representation of wealth and in some sense still is today.
Lets see how Mr. Beckham’s collection sells, and just in time for Valentine’s Day too. Great.