How is H&M making the most of licensing?

Prior to this alliance, the retailer has launched 13 designer collections since 2004 - including Karl Lagerfeld, Versace, Comme de Garcons, Alexander Wang and 2015's Balmain.
H&M

Going all out on expansion spree, Swedish retailer H&M has announced collaboration with KENZO as their 2016 designer collaboration. Prior to this alliance, the retailer has launched  13 designer collections since 2004 – including Karl Lagerfeld, Versace, Comme de Garcons, Alexander Wang and 2015’s Balmain (their most successful to date).

The collection including menswear and womenswear as well as accessories, is set to launch on 3 November.

“We can’t wait to share with everyone the world of KENZO x H&M, with all of its creativity, fun and love of fashion,” said H&M’s creative advisor Ann-Sofie Johansson.

Kenzo’s Carol Lim and Humberto Leon are H&M’s 2016 designer collaborators. The collection will arrive in H&M stores around the world and online onNovember 3 following a mid-October show in an as-yet-undisclosed location.

Lim and Leon follow on the heels of H&M’s wildly successful partnership with Balmain’s Olivier Rousteing. As H&M’s head of design, Ann-Sofie Johansson told to media, “Balmain was glamorous and sexy, and this is vibrant, young, and fun.”

The Kenzo designers have been reckoning collaboration for quite a while. Early they teamed up with Vans, and more recently they created a range of Jungle Book–themed merchandise.

Last year, H&M announced its guest designer collaboration with the Parisian fashion house Balmain, and long-term partnership with David Beckham to include a curated menswear collection for spring. Betting big on brand licensing, H&M is among the few fashion houses that have features Looney Tunes and other Warner Bros. classic animation characters including Scooby-Doo and Tom and Jerry.

The brand that has recently launched its 4000th store at the DLF Mall of India, Noida where its licensed merchandise including especially Guns & Roses T-shirts have been a big hit among customers. 

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