Marni at H&M in the Frankfurt store
Marni at H&M in the Frankfurt store

08 Mar. 2012


Today 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.

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
Neat shelves and popular accessories
A few of the previous H&M designer collaborations have been accompanied by even more regulations. At the recent Versace for H&M collection, for example, customers were given wristbands in different colors, assigning them to fixed shopping times.
“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
Customers seemed keen on spending
A glimpse at the clients queuing for the Marni collection showed less of a young and hip crowd, but rather a sophisticated, well-informed, elegant and classy clientele that didn’t hesitate to shop and spend, despite the much higher price level of the styles compared to the chain's usual range; silk shorts retailed at €50, cardigans at €80, and a knitted top with a patent leather front at €200.

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.
Maria Hunstig

Back to home




subscribe now


follow us