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H&M to build excitement with Isabel Marant range

On the back of the news that French designer Isabel Marant is to design a collection for H&M Jessica Fioriti, associate retail analyst for Verdict, ponders the retailer’s latest move.

As the demand for luxury continues to increase for the young discerning consumer, H&M has announced its next designer collaboration with chic French designer Isabel Marant, which will hit stores and online in November; a move which will take advantage of her growing popularity.

Marant will also, for the first time, create a collection for men. This will provide a unique selling point for the fashion retailer, aiming to better appeal to male shoppers – a key growth opportunity in the UK clothing market, with 20% growth forecast between 2013 and 2018.

The announcement follows a period of silence since H&M’s last collaboration with Maison Martin Margiela, which launched in November 2012. Previously the increasing frequency of the collaborations served to undermine the uniqueness of the designer ranges – making less of an impact on H&M customers.

It is wise for H&M to hold off on the launch of the Isabel Marant collaboration for a year, as this ensures that there is a buildup in demand and consumer excitement in time for the late autumn launch.

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