Is anybody crazy on Anne Dello Russo for H&M?

I am sure some of you will be crazy when you see Anne Dello Russo (AdR) for H&M. Yes! I am Crazy!!! I am also sure some boys after seeing this only “???”  coming into their mind. Now let’s talk about why these happened.

I believe everyone know H&M very well. It is a Swedish multinational retail-clothing company. It is usually known for its fast-fashion clothing for men, women, teenagers and children. Their philosophy is similar to Zara. They already have almost 2000stores around the world. Unfortunately, Australia doesn’t have one. Their most attractive point is they will launch limitation products every once in a while. These limitation products are usually corporation with some famous or luxury brand, such as KarL Lagerfeld, Comme des Farcons(CDG), Lanvin and Versace which is the most famous one. H&M invites the chief designer of these brands to create some fashion clothes or accessories only for H&M. This time, Anne Dello Russo is not a designer for any luxury brand, she is fashion director of Japan <Vogue> magazine. She is also very famous in Street Fashion.

H&M is a fashion-clothing company. They are very good at using social media to interact with their customers. For this time, they launched this new limitation edition accessory on October 4, 2012. You can't find any official ad for them to promote this new event. Only some interviews asking Anna her fashion idea. (If you are interesting, click here)

Now, you may have questions about how customers know the event. As we mentioned above, H&M has so many stores in different countries. How could they catch their every customer’s attention? H&M is very smart. For example, they invite the most famous Chinese movie star “Fan Bingbing” who is current Fashion Icon in China to be their spokesperson in China. And they know very well “weibo”, which is Chinese Twitter, is almost used by every young person. In China, lots of people will spend almost 5 hours on “weibo”. Before this event, Fan Bingbing’s outlook is everywhere on weibo.

Because this event will not launch every store in the world, only 140 stores will sell these limitation accessories. This will stimulate the fashion buyer markets. These fashion buyers usually buy something for their customers in abroad, and they usually sell them through ebay, or customers can directly order through twitter/weibo. In China, there are only five stores will sell them. All the accessories are sold out in one day!!! That’s why I say this event drive girls crazy.

Some girls miss the opportunity, they try to find some fashion buyers let them buy the accessories from abroad.

After customer buying, they create a competitive activity which is called " Your fashion picture". They invite customer to send their most fashion picture and after a competition, they will find out who is the most fashion person wearing their accessories. This after-selling activity is very helpful for them to know their consumers. They also have a video for this activity

I have to admit, H&M seems like having some magic power to push so many girls buying their accessories. I think their success partly belongs to social media. What do you think?