Accelerate The Expansion Of H&M'S Brand Monki Will Enter The Iceland Market.

Following the entry of H&M's high-end brand COS into the Iceland market, H&M group recently announced that its young brand Monki will also open its first store in Iceland Reykjavik's largest shopping center, Sm ralind.

It is understood that the shop covers an area of 450 square meters.

JennieDahlinHansson, general manager of Monki, said that Iceland is an emerging market with potential growth potential. Although the population of this region is relatively small, the annual number of visitors is six times that of the local resident population, far exceeding that of other European countries.

Recently, the H&M group has been very active. Previously, H&M's new brand Nyden has just announced that it will be sold separately on H&M's official website.

Industry experts say that at the present stage, H&M is in pition. Apart from Nyden, sister brand COS is also accelerating global expansion. Recently, the world's first men's clothing store was opened in Sanlitun.

In fact, H&M is accelerating the expansion of global territory in recent years. Taking China's market as an example, H&M has said that it will further expand its business layout in the Chinese market and deepen its exploration of digital and socialized marketing strategies.

In 2018, H&M on Tmall's flagship store on the third party e-commerce platform was seen as a positive signal in the industry.

On the H&M side, we hope to make use of customer service system and supply chain to create a convenient online and offline connection, and penetrate through the online shopping channels to the cities that have not yet opened H&M line stores.

It is understood that in the ten years after H&M entered the Chinese market, it has never been to any third party e-commerce platform except its own official online platform.

In October 2017, the H&M brand digital customer loyalty project - H&MCLUB was formally launched. As of the end of February 2018, more than 1 million 800 thousand registered members had been registered.

Although H&M has accumulated some experience in the field of e-commerce, UNIQLO first took the lead in China's third party e-commerce platform in 2009, while GAP's flagship store was officially opened in 2011. ZARA opened Tmall flagship store in 2014.

In the years when the fast fashion giants cooperated with Tmall, the third party platform has become one of the important sales channels for fast fashion brands.

While accelerating China's multi-channel layout, H&M group is also planning its brand expansion plan.

In addition to Monki's first store in Iceland, H&M's new brand Nyden has just announced that it will be sold separately on H&M's official website.

According to fashion headlines, Nyden is a new brand launched by H&M early last year, mainly relying on the social media platform for marketing and promotion. After a number of tests, H&M now decides to put Nyden in the H&M brand team, but it will distinguish between the group's core business in vertical direction, retain Nyden E-commerce website, and develop its own advertising and marketing strategy.

Zhang Peiying, an honorary consultant of the China luxury Confederation, believes that with the general decline in the growth of fast fashion, H&M has begun to prepare different development routes, so the purpose of the layout is probably not just for sales promotion in the short term, but the inevitable trend of brand development.