Success confirmed: Alexander Wang x H&M sells a 70% in just one hour.
It was back in April when Alexander Wang announced for the first time his upcoming collaboration with H&M. We were all excited waiting to see the collection he was creating for the popular shop, which we expected to be more affordable to everyone’s pocket. Now the line is finally out in the stores and, thanks to the designer’s Instagram previews and other clues he gave us, we found it as cool as we imagined and reflecting sporty air which characterizes him. This is embodied in the use of fabrics -neoprene is abundant as well as the synthetic textures- and in the type of garments, among which hoodies, anoraks, athletic shorts and backpacks.
In total, the new collection features 94 items tagged with the label ‘Alexander Wang X H & M’. The work consists of garments for both men (36%) and women (34%) and a good group of pieces (30%) with unisex character.
Furthermore, in collaboration with the American designer, H & M celebrates a decade of connections with big names in the fashion industry. Since 2004, the firm has launched year after year Premium lines at low cost price signed by Karl Lagerfeld, Stella McCartney, Lanvin and Marni, among others. To honor this date, the company has met all their work in a commemorative book that has been on sale in its stores this Thursday, along with the launch of the new collection.
But when the giant Swedish, H&M, put it up on sale the queues were keeping condensed in all the selected stores.
However, this was not their main problem. Although we expected a huge success, what we did not expect was to realize that it was almost sold out on the very first day. Were you thinking of buying anything from the designer’s line?
“The collection was out at 9.30 in the morning and all the nice stuff was sold by 10.30 in the same morning” That is what the shop assistant told me when I asked her if they were going to have more stock. Apparently that was all what the shop was going to receive and once the sell everything, it is gone.
Which is more, the online store of the brand has fallen a few hours after launch due to the large volume of users who accessed it.
Only a few of all users who have chosen to purchase via digital store to save experience long lines at physical points of sale have been able to concluded the purchase successfully. After complaints, the Swedish firm recalled that it could also be purchased through their telephone order service, one of the least exploited by consumers.
The Wang stock ranged 20 to 50 pieces depending on the type of clothing. The most basic, like tops and shirts reached a higher amount, in addition to the surplus of the private sale to H & M held the day before to press and famous.
In particular there were many Asians, both men and women, very young, even teenagers, coming out with huge bags shaped trunks. From H & M I commented that in China Wang collection sold out in 10 minutes.