Tuesday, 30 November 2010
An online failure - H&M's defeat at the hands of loyal consumers
Last Tuesday, the 23rd of November, the world waited in suspense for the opening of the Lanvin collaboration with high street retailer, H&M. Thousands sat astute at their laptops, yawning at the 6.50am clock, waiting for the website to switch from 'This collection can be bought from 7am on the 23rd November' to a more exciting 'Buy online right now!' whilst thousands of people, all over the UK, alas, all over the world, waited for their chance to burst through the H&M doors at 9am.
The collaboration had been promoted for months previous, leading to a consumer frenzy when the days grew closer. The exclusivity of owning a Lanvin dress is given only to those who have over £2000 to spend on a designer dress, yet this collection was designed as a way for the public to get their hands on a Lanvin piece for under £100, hence the frenzy.
The womens collection consisted of couture inspired dresses and skirts, sophisticated jackets, cute abstract t-shirts, stunning stilettos and accessories, all for under £150. For those who love fashion, it was something to be excited about. For H&M and Lanvin, it was obviously going to be a huge success, and something that needed to be managed and organised correctly. For the most part, H&M should be given credit for the organisation and management of their stores, yet, their online services left much to be desired.
Not often am I one to look negatively upon H&M nor online retailing as a whole. The retailer never fails to deliver on trend, fashionable clothing at lower prices that match the quality of their garments. Online retailing is my channel of choice when shopping, call me a convenience shopper, or just plain lazy, but I prefer it hands down. However, the dissapointment I felt last Tuesday morning at the hands of both H&M and their online retail strategy ushered me to write about the saga.
As many others, I was sat in front of my mac at 6.45 am, loading the H&M page, waiting, hoping, praying that I might be able to catch a Lanvin bargain. Not often am I awake at that time, just to help you understand my extreme desire to own a piece of Lanvin. As 7am approached, and the site switched from ordinary to all teams Lanvin go, the site went into a state of panic. Gone was the 'This collection can be bought from 7am on the 23rd Novemeber' and in its place was the following...