Lanvin loves H & M, deciphering a well-oiled strategy
A tail sign of a concert Lady Gaga, fashionistas in trance ... no I do not speak of private balances Hermes but the frenzy that seized the shoppers addicts at the launch of the collection Sonia Rykiel for H & M last November. In just a few minutes, no more room or sweater in the aisles, and too bad for the latecomers ... Karl Lagerfeld, Matthew Williamson, Sonia Rykiel, Jimmy Choo ... for each of his exceptional collaborations, H & M create the event. And if the presentation of the collection Lanvin is less sumptuous than Sonia Rykiel's at the Grand Palais, H & M has set up a particularly interesting web strategy.
Act 1: unveil, one by one, several viral videos via Youtube. While luxury brands struggle to tame the web and develop a strategy, H & M has understood the impact of the web, and the buzz ... or how to spread an info in a few moments to millions of people.
Act 2: set up a major international bloggers competition. The winner has the privilege of distributing exclusively and preview the video presentation of the collection.
Act 3: unveil the collection during a press presentation. Better than a parade (agreed and expensive), H & M prefers exclusivity and proximity ...
And what will you say to me? It will be November 23 in a selection of shops H & M. Still a little patience...
And what are you waiting for this collection? Are you going to rush on November 23 to find out?
