Everyone has been buzzing for the H&M x Moschino collaboration as consumers always get for H&M`s designer collaborations. Three years, H&M`s designer collaboration with Balmain sold out across the world within hours of when the collection was brought in to H&M stores and this happened to be H&M`s most successful designer collaboration.
The brand confirmed its latest designer collaboration this year in April 14 as Jeremy Scott (Creative Director for Moschino) announced the collaboration at his annual 11th party at the Coachella music festival. "The announcement came from an Instagram live call from model Gigi Hadid to the designer" (Vogue UK, 2018). By Jeremy Scott deciding to announce his collection during collection may have been genius because, that is where most of the target audience that would buy the collection where , at the festival. As well as, this A list celebrities like Rihanna would buy the collection as well and these were the type of people that were at the festival. However, it may not have been a great idea for Jeremy Scott to announce his collaboration with H&M in this way. One of the reason being was that the announcement was overshadowed by great performance that Beyoncé and Cardi B put on that people were starting to rename Coachella to Beychella and Boachella.
The collection features Jeremy Scott playing around with the trend Wild, Wild West. This trend focuses on mixing western cowboy styles with current fashion. For example, like flairs, fur and double denim with cowboy style boots. The collection will be priced form £25 to £300. The aim of the collection is to benefit both Moschino and H&M because the collection provides designer items available for reasonable and affordable prices for regular H&M customers which is what the collection will be fulfilling. In addition to this, H&M are using the opportunity to encourage loyalty from their regular customers because, on H&M club (their loyalty scheme) customers can get the change to pre-order the designer earlier than the launch date. Also, Moschino benefits from this because, they would gain new customers from this collection but, the brand still remains exclusive. This is due to the collection only being available to selected stores only which probably be H&M flagships stores like Manchester Arndale and Regent Street.
The collection was modelled by supermodel Naomi Campbell, Gigi Hadid and Bella Hadid. Throughout the whole collection that was presented on the runway there were models that were known to H&M`s consumers. For example, Bella and Gigi Hadid are known for their social media accounts like Instagram and these type of models are more likely going to advertise the collection for free so both H&M and Jeremy Scott get publicity from the collection.
Although, the fashion show that took place is part of the promotional mix which are tools that businesses in order to communicate a message to their target market. "Fashion shows are an integral part of the industry and provide significant PR and publicity for designers" (Posner 2011). A catwalk show does cost a significant amount of money, timing and planning to be put together however, its the most effective method in the promotional mix as Moschino and H&M gained lots of press coverage from the collection. Media outlets such as Vogue, Cosmopolitan and the Independent wrote about the impressive collection.
References
Posner, H. 2011. Marketing Fashion. London: Laurence King
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