Marni at H&M in the Frankfurt store
08 Mar. 2012
H&M SUCCESSFULLY LAUNCHES MARNI COLLECTIONToday marked the international retail start of the capsule collection which Italian Designer Consuelo Castiglioni, founder and Creative Director of Marni, had designed for high street giant H&M.
The colorful, signature-print styles were launched online and in about 260 H&M branches worldwide this morning. To equalize sales, most of the selected stores opened their doors one hour before their usual business hours.
In front of the store: packed, but calm
Confirmed Marni fans were already queuing in front of shops since the early morning hours, yet the atmosphere seemed relatively calm and relaxed. Security personnel assisted the H&M staff to control customers: One by one, groups of approximately 30 people were let into the area showcasing the designer collection, created by Italian designer Consuelo Castiglioni, founder and creative director of Marni. Each group was allowed to look at the line for 15 minutes; afterwards, each customer was permitted to try on as many styles as desired, but only in one size.
Neat shelves and popular accessories
“The collection is smaller and Marni is not such a super well-known name as Versace. We anticipated a less excessive run on the collection, that’s why we renounced the wristbands this time,” explained a corporate spokesperson who happily added, “We are amazed at how the people have embraced this Marni for H&M collection. It highly exceeds our expectations.” A few products, especially accessories, were already declared to be sold out before midday.
Customers seemed keen on spending
The stores carrying the Marni at H&M collection were equipped individually so that only a very selected number of branches were stocking the full line including all women’s styles, accessories and menswear.
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