MADRID/STOCKHOLM (Reuters) – As fast-fashion giant H&M pushes more designer tie-ups, some consumers are eschewing the long lines outside stores to buy the looks in the fast-growing resale market.
H&M has released 15 designer and brand collaboration collections to date in 2019 compared to 11 in the whole of last year.
Collection - Looks - Collaboration - Designer - Giambattista
The latest is its collection of looks crafted in collaboration with Italian designer Giambattista Valli. Most pieces were sold out on H&M websites across Europe hours after launch on Thursday, including a ruffled red tulle evening gown priced at $549 and worn by model Kendall Jenner in H&M’s high-profile ad campaign.
But another marker for products’ desirability is the resale market online. H&M restricted the sale of the Giambattista Valli collection to one of each item to stop shoppers buying clothes to immediately resell.
Secondhand - Market - H - M - Creative
“We are fundamentally positive about a secondhand market,” H&M Creative Designer Ann-Sofie Johansson, who works on designer alliances, told Reuters in an interview.
“It’s just when someone makes a business out of it that we don’t like it,” she said, referring to the practice of buying at the retail price and then flipping to make a profit, rather than selling pre-worn items at a later date.
Fashion - Marketplace - Poshmark - Items - H
At online fashion marketplace Poshmark, items from H&M’s Giambattista Valli micro collection, released earlier this year before Thursday’s main launch, sell for around five times more than the eponymous designer label itself, Poshmark said.
A long pink silk dress from that collection sold for $475 in May, shortly after it went on sale in H&M stores at a retail price of $299, one Poshmark listing showed.
Giambattista - Valli - Shift - Dress - Designer
Meanwhile, a Giambattista Valli shift dress from the designer’s own ready-to-wear line is listed for less than $200 on California-based resale marketplace Tradesy – considerably less than the retail price of...
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