MelbGirl Article: What to expect when you're expecting H&M

on Tuesday, 14 May 2013. Posted in Articles, Columns and Freelance

External Article Melbourne Girl

What to expect when you're expecting H&M? Yes that's right, unless you were like me and somehow resided under a large giant rock of oblivion for the past month and a half, you will already be well aware that the Swedish retail fashion giant H&M, have announced they are continuing their expansion strategy by launching into Australia in 2014. The news was delivered via Facebook and Twitter feeds late March and coinciding with the yelps of joy throughout the country, much speculation has already risen with regards to the location of the store. Location scouting is rumoured to have already commenced, with the obvious choices predicted as Sydney and Melbourne, and the Sydney Morning Herald has highlighted potential spots in both cities citing "the Esprit site in Pitt Street Mall, Sydney... and the GPO building in Melbourne's Bourke Street Mall."

So before this global fashion emporium lands on our shores, let us take a few moments to get an idea of what to expect when you're expecting H&M!

HM - Las Vegas Store Interior

The 'H&M group' encompasses six different brands in total including; H&M, H&M Home, COS, Monki, Weekday, Cheap Monday and & Other Stories, and currently has close to 2800 stores in 49 different markets worldwide. The first H&M store opened in 1947 in Sweden and the basic H&M offer is described as "Fashion and quality at the best price". In a nutshell, if you've heard reference to 'the high street' before but never really known what it's all about, H&M is the epitome of high street fashion - a balance between quality trendy fashionable clothing, at an attractive and affordable price.

The collections range from clothing for women, men, teenagers and children, and also include their own-branded line of cosmetics, accessories and footwear. Womenswear has a focus on encapsulating the latest fashion trends, while offering contemporary classics, dresses for the party girl, casual outfits for the daytime, loungewear and even a maternity collection.

To keep things fresh and fashion forward, H&M do several collaborations a year with various fashion icons and renowned international designers including Karl Lagerfeld, Versace and Stella McCartney. The media mogul further popularises their brand and collections through boasting a strong presence in the digital space, and also launching high profile campaigns annually. Their most recent including the fabulous and fashion fierce, Beyonce! Click here to check out the campaign.

HM - Beyonce

With the successful Australian launch of other popular European fashion names such as Zara and Topshop, it should be no surprise that the market is attractive to H&M and it's not just this brand that may be landing on our shores. Rumour has it Abercrombie and Fitch, Banana Republic, Uniqlo, J. Crew, Forever 21 and Victoria's Secret are all eyeing up the land down under.

What do you think? Excited about the prospects of these global fashion brands, or is this just the beginning of fashion globalisation... the dilution of individual style? Love to hear your thoughts!



Image Source: H&M

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