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H&M: Our houses. Their rules. Their pleasure !

Posted on: novembre 22, 2011

H&M had, years ago, a great idea: To go in partnership with celebrities from the fashion or the show business world such as Madonna, Karl Lagerfeld, Jimmy Choo… and the last one, Versace, which the collection has been launched few days ago creating diverging opinions.

Since several years, H&M is considerably changing, shattering the fashion world, offering chic and cheap collections. In other words, the brand sells cheap products under a non cheap name. Indeed, in the 60s, H&M goes to the conquest of the international market, settling in The UK, France, or Germany. Thanks to a great marketing and communication strategy, the brand is more than waited everywhere.
First it doesn’t hesitate to use all the modern and tendency technologies. Recently, we also saw a flash mob in San Francisco’s street for its Kids Collection.

And for all who don’t leave from their house, H&M settled in the Game “The Sims 2”. The company is now walking on the luxury flowerbeds. For that, H&M is looking for celebrities generally used to Haute couture fashion show to represent the brand as Claudia Schiffer or pop singers such as Kylie Minogue, taking the pose for clothes less than 10€. So, H&M is marrying the haute couture’s code (glamorous and sensuality) with mass consumptions without hesitating to join forces with famous designers such as Sonia Rykiel or the last one, Donatella Versace.

So what do you think about this new commercial?

Strange music, strange characters…. Are we those robots?

For me, this video is like a hide message. A factory of robots managed by other robots and eyes which are looking everywhere…. It is a little bit as consumers in a market, studied by marketers. Marketers who are looking everywhere, trying to find a new products, a new collection, attracting everyone, creating a society of robots, same clothes, same thoughts…

Our houses. Their rules. Their pleasure !


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