Re-Sale Market Drives Hype Around H&M Designer Collaborations | 11/7/2019 | Staff
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...
(Excerpt) Read more at:
Wake Up To Breaking News!
Hell sometimes looks an awful lot like an office cubicle.
Sign In or Register to comment.

Welcome to Long Room!

Where The World Finds Its News!