Hennes & Mauritz, better known to most of us as H&M, has finally arrived in Macau to the delight of many shopaholics. The Venetian will house the first of two stores opening in 2015; with the second expected to open its doors later this year at The Promenade in Galaxy Macau.
The opening day was filled with surprises including a guest appearance of David Beckham who has collaborated with the retail brand for several seasons on successful collections.
Back in 1947 when H&M first opened, the concept of selling large quantities for an affordable price in the apparel sector was a revolutionary idea, and one that has certainly been proven a safe formula today.
“Our founder wanted to sell high volumes at good prices to make fashion available for everyone. That business ideal is still very much valid for us today,” explains Magnus Olsson, Country Manager, H&M Greater China.
Since opening their first store in China, the label has most definitely made an impact in the market, and with a 17 percent rise in sales last year, it is no wonder Macau will boast two new shops by the end of this year.
“When we expand we always want to open in the best locations. We have been in China roughly eight years and we have gone from zero to 300 stores in Greater China in that period. That is a hefty expansion. Then the Macau market came. When we see an opportunity, we explore that opportunity,” says Olsson.
In 2004, H&M launched its first collaboration with non-other than Karl Lagerfeld. The collection was a sold out success. In the last ten years a number of high profile collaborations with designers such as Stella McCartney, Roberto Cavalli, Matthew Williamson, Jimmy Choo, Isabel Marant and most recently cool-boy Alexander Wang have kept the label in the hype.
Recently, designer-of-the-moment, Balmain’s Olivier Rousteing announced his forthcoming H&M collaboration with a little help from Jourdan Dunn and Kendall Jenner at the Billboard Music Awards. The collection will hit stores in November, so expect long queues around the block.
In yet another collaboration, earlier this year Sarah Jessica Parker designed her dress for the Met Gala with H&M – a one-shoulder embellished gown, in keeping with the “China: Through The Looking Glass” theme.
“For us, fashion and design are not a matter of price. We think we have proven this through our designer collaborations. And a lot of people want to wear our clothes also in these circumstances [Met Gala],” explains Olsson.
Collaborations and mass production aside, H&M runs a very successful Garment Collection Program worldwide. Of the thousands of tons of textiles thrown away every year, 95 percent could be re-worn or recycled, and that is exactly what the program does.
The company is going to have the same recycling program running in Macau. All collected clothes are re-used, recycled or turned into other materials like cushions or housing insulation.
“It is an active part in our ambition to close the loop in the fashion industry and make sure the fabric we use is going back to use instead of ending up in a land field,” states the manager.
“We are one of the biggest fashion retailers in the world and I think we are responding to what our consumers want. With size comes also the responsibility and we want to assume that responsibility,” he concludes.
