Starting with Karl Lagerfeld x H&M in 2004, designer collaborations have become a mainstay in the fashion empire, with Versace x H&M in 2011, Alexander Wang x H&M in 2014, and the most successful collaboration to date - Balmain x H&M. When high-end style meets high-street prices, fashion aficionados go absolutely crazy. Collaborations with luxury brands to make luxury fashion affordableĮvery year, H&M launches a capsule collection with an internationally recognised designer house. Social media influencers have been extremely effective in this regard. Word-of-mouth tip: Understand your core customer base, and what are the most effective channels to engage their attention. To generate even more hype over the campaign, H&M engaged influencers with large social media following to write about the Conscious collection on fashion and lifestyle blogs.ĭirectly targeting the teen to young adult demographic, these influencers are integral in generating hype and WOM for H&M's campaigns. With the launch of the H&M Conscious collection, H&M pledged to make choosing sustainable options accessible and affordable to the average consumer. Sustainability has become the talk-of-the-century, with every individual stakeholder becoming more conscious of the repercussions of their daily actions on the growth of our planet.
We are seeing increasing interest from customers in finding out what they can do to be more sustainable and help us achieve our goal of making fashion sustainable and sustainability fashionable,” she says.H&M CEO Karl-Johan Persson speaks of the campaign’s objective as “ultimately making fashion sustainable and sustainability fashionable.” “We want to inspire people to make a difference and engage with our customers to do things that are more sustainable. She adds that the print campaign is the first step in communicating the service externally, with further plans including a social media push at the end of the month. Laura Maggs, H&M’s sustainability manager, says the retailer offers the scheme as a value-added service and has promoted it in store but that most people still are not aware of it. It accepts clothes from any brand in any condition. The initiative, which launched in February last year, runs across all 53 of the markets where H&M has stores and aims to reuse or recycle items, rather than see customers throw them away.
The ads, which run in The Evening Standard and Metro today (10 April), focus on H&M’s “Conscious” range of sustainable clothes, as well as highlighting its collection service which offers customers a £5 discount voucher for every bag of clothes they take into stores. H&M runs first campaign to promote clothes recycling scheme.
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