- FashionUnited |
H&M's latest collaboration with New York fashion week designer Alexander Wang was a sell-out at its major stores around the world.
Despite crisp weather and rain, customers were seen queueing up to two days in advance at some stores, with London, Shanghai and Singapore and Hong Kong all seeing record sell-out of the collection.
Online customers saw the website crash due to overwhelming demand
In Shanghai, the queue outside the flagship West Nanjing Road store was still there over two hours after doors opened and the first merchandise drop sold out within thirty minutes. H&M’s online store in London and China also crashed due to the overwhelming online demand.
H&M gave pink bracelets to customers in queue, so the early arrivals would have the first chance to see the collection, which in London was housed on the top floor for women and in the basement for men.
By 11 am in London most of the men's collection had sold, with the exception of a few athletic vest tops and leather jackets.
In London the first shoppers arrived at 11 pm Wednesday night, all very well looked after by H&M staff who gave out goodie bags containing folding chairs and merchandise, as well as handing out hot chocolate drinks.
The range plan was very clever for this collection, with branded sportswear being particularly popular, as well as accessories such as boxing gloves, yoga mats, and sports bras.
Hong Kong’s Tsim Sha Tsui flagship had lines starting the night before with about 50 growing to more than 300 queuing Thursday morning and waiting until 11:30 am to by from the collection.
Affordable items such as slogan tees, hoodies and the ‘Wang’ sweaters were sold out by noon. Menswear also sold quickly.
In Singapore, heavy rain did not keep the fashionistas away, with some reportedly queuing up two days in advance.