Although I didn’t have a chance to get to an H&M that carries, or shall I say carried (they sold out almost instantly), the Jimmy Choo line for H&M this past weekend, I hope some of you did and snatched up some goods! It was world wide mayhem marking the biggest successful collaboration sale for H&M that concentrated more on accessories than clothing.
At Maria Cornejo’s SS2010 fashion show during fashion week this past September, I wanted everything! I knew Cornejo was bound to start a men’s wear collection from the few pieces that she showed and now it is confirmed. Cornejo will launch a men??™s capsule collection for spring exclusively at its boutiques and Project No. 8 in New York, followed by a full collection for fall. My husband doesn’t know how lucky he will be to have her clothing in his wardrobe!
Read highlighted articles from today’s WWD below.
–Nikki Cho Russo
Jimmy Choo H&M Line Draws Crowds
The Jimmy Choo for H&M collection of accessories and apparel made its debut over the weekend with long lines at the 200 stores worldwide that carried the line.
A crowd of 1,000 waited outside H&M??™s Piazza San Babila store in Milan in the rain Saturday, many since 2 a.m.; more than 800 people waited as long as 24 hours for the doors to H&M??™s new Shinjuku, Tokyo, unit to open and a few even came with suitcases, and 500 people began waiting outside the Fifth Avenue flagship in New York at 8 p.m. Friday night. By dawn, the line snaked around the corner of West 51st Street to the Avenue of the Americas ??” the longest it??™s ever been, the company said.
Five stores in Manhattan carried the Jimmy Choo collection. In addition to the Fifth Avenue store, units at Lexington Avenue and 59th Street, Herald Square, Penn Station, and 86th Street and Lexington Avenue offered the collection. The most expensive items, including above-the-knee leather boots for $299 and a leather and suede one-shoulder dress, $249, sold out almost immediately.
H&M tried some new strategies for the launch. The first VIP shopping event was held on Friday evening in various stores to accommodate ???friends of H&M.??? Unveiling the collection on Saturday, another first, ???allowed a greater number of consumers access and streamlined the shopping experience for all,??? said Jennifer Uglialoro, an H&M spokeswoman. Given the anticipation for the launch, a wristband queuing system was used to limit customers to 10 minutes while shopping for shoes, bags and accessories. Consumers were also limited to one piece per style of items from the collection.
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Zero + Maria Cornejo Branching Into Men’s Wear
???People kept asking for it,??? said Maria Cornejo. ???I have two male designers, a son who??™s very fashionable and a husband. I love men??™s clothes and I love androgyny.??? Her signature pieces, translated for men, are the basis of the line, which includes a ???concave??? rain jacket, a double-layered shirt in textured cotton, a seamless shirt in jersey and black tailored pants cut on the bias.
???In men??™s we can embrace shapes that we??™ve done before, like the boy jacket, the boy shirt. Our classics. It will still have my way of cutting things, but in men??™s fabrics,??? Cornejo said.
There will be collared cotton shirts, oversize cotton knits, cotton fleece blazers, washed polyester drop pants and drawstring shorts in spring wool.
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Levi’s, Jones Top Customer Survey
Joining Levi??™s as number one in the apparel category was Jones Apparel (in a tie) and, in other categories, Cadillac and Lexus (a tie), Anheuser-Busch and Heinz, among others in the 15-year-old index, a measure of brands bought most often by U.S. consumers.
???Levi??™s has usually not done well in this index; it??™s usually been at the very bottom of the apparel category,??? said Claes Fornell, founder of the index and Donald C. Cook professor of business administration at the University of Michigan. ???Consumers perceive the quality of Levi??™s as being much better than last year.???
The response to Levi Strauss put it at 83 on the customer satisfaction meter, up 6.4 percent from 78 a year ago. That??™s just below Levi??™s all-time high of 84 in 1994 ??” and the first time the brand has held that much appeal for the 100,000 people polled annually about their buying habits in the 15 years since then. The satisfaction index is pegged to a baseline of 100.
Tags: H&M, Jimmy Choo, Levi's, Maria Cornejo