Moschino’s flamboyant designs will hold limited appeal among H&M’s customer base

Ahead of tomorrow’s (8 November) launch of H&M’s collaboration with Moschino, Kate Ormrod, Lead Retail Analyst at GlobalData, a leading data and analytics company, offers her view:

“The range is fun and frivolous, tapping into streetwear and slogan trends, and staying true to the Moschino brand aesthetic. However it is ultimately less commercial than last year’s collection with Erdem, limiting its appeal, especially among those who are not already fans of the luxury brand.

“While Moschino devotees will flock to the H&M website on launch day, the real test for H&M is whether its website can withstand the demand, given that it has crashed due to high traffic during the past few designer launches. H&M’s focus on its online channel over the past year should mean the retailer has suitably prepared for the launch, ensuring it does not leave potential shoppers disappointed.”

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