H&M's new brand debuts in the pockets of Millennials?

Source of the map: citylife

Recently, H&M's new brand Nyden officially appeared on the official website in the form of pre-sale. This time it is part of Nyden's first mini series, which will be officially on sale on April 3. The rest of the collection will continue to be available in batches.

If you remember H&M's newly-launched mid- to high-end brand Arket, which was just launched in 2017, you should not be too strange to Nyden. Shortly after the official release of Arket, H&M's creative director Oscar Olsson announced that 2018 will launch a new ready-to-wear brand, Nyden. Unlike H&M's other brand new COS, which is ready to go out, Nyden will adopt a different sales model from the past – giving up the brand's consistent pursuit of seasons, trends and fashion weeks.

In order to more effectively increase the brand's popularity, before Nyden officially launched, OscarOlsson said that the new brand will be promoted by means of cooperation with opinion leaders to promote the amount of money, including the tattoo artist DoctorWoo with 1.3 million fans on Instagram. And the Swedish actress NoomiRapace, the brand will invite them to participate in the selection of clothing fabrics, raw material cutting and other clothing design process.

As an experimental brand of H&M, Nyden unveiled a total of five women's T-shirts and four men's T-shirts. The patterns on the clothes include the name of the brand, heavy metal band-style prints and posters with graffiti lines.

From the clothing style point of view, the brand style seems to be more biased towards streetwear, in order to highlight the series is the Nyden brand's starting, one of the T-shirts even printed the words "Nydenprelaunch" (Nyden pre-sale). All of its clothing is produced in Turkey and is made of pure cotton fabric. The price is set at 60 euros, about 464 yuan.

According to the official, Nyden will launch another three pre-sales in the future. Consumers can watch their promotional videos on social networking sites like Instagram and Youtube.

OscarOlsson also said that in addition to working with opinion leaders, it hopes that the new brand can gradually create a fan community, which will differentiate the market segments different from H&M through higher price positioning and special sales models. The brands under the group are diversified.

As a fast fashion giant that has always competed with ZARA, H&M has not been very good in recent years. In addition to frequent problems in the sustainable development of the brand, on March 27th, H&M announced that its share price has plummeted by more than 5% to close at SEK 120.94 per share (about RMB 93), setting the company for five years. New lows and a backlog of more than $4 billion in inventory.

H&M's CEOKall-Johan Persson also said after the stock price collapse on March 27, "Over the years, our traffic in many stores around the world has been less than ideal, especially in the second half of 2017, due to our mistakes. The brand has seen a bigger decline."

However, although the effect is not ideal, it is undeniable that H&M has been on the road to transformation in recent years. In addition to the frequent launch of new brands, H&M, which has been "resisting" with digital development, began to realize the importance of online sales in early March of this year. In addition to the first time in Tmall, it also opened an e-commerce channel in the Indian market. Sweden has set up a discount e-commerce company, Afound, to increase sales efforts to eliminate inventory.

But at the same time, this may bring new problems. A large number of promotions are likely to hit consumers' expectations of the brand, and new brands will be limited by sales channels when their popularity is still low. H&M, which is struggling, may need more time to return to the peak of development.

Editor in charge: Gao Wei