H&M clearly heeds to its native Sweden’s orderly manner by implementing shopping rules for the launch of its Marni collaboration.
By Julia Frank
The chain’s London flagship on Regent Street had the inevitable queue of eager shoppers already outside by 9 pm the previous night.
People continued to arrive at all hours of the night, resisting the urge to sleep with large quantities of caffeine!
Before the doors opened the following morning, H&M staff allocated colour-coded wristbands to the queued shoppers. Colour by colour, only 20 shoppers at a time were allowed into the designated Marni area with just 10 minutes in which to make a purchase. Customers were also instructed on the strict ‘only one piece per style’ policy.
Even with all these rules in place, each successive troupe of shoppers left the area in mayhem and H&M staff had five minutes to refresh the racks for the next group.
H&M, Topshop and Target have all witnessed the mania that high street/high fashion collaborations can induce. H&M obviously wanted its customer to have a pleasant retail experience this time round, rather than suffer the elbow-shoving, clothes-grabbing stampede of the past.
The desirable collection by Marni included pyjama suits, silk shorts, jewellery and signature prints a plenty. It won’t be long before the organised chaos comes to an end – the range is sure to sell out very quickly indeed!
Images courtesy of H&M and Daily Mail