Fashion News: H&M to Launch New Concept Store
Retailers have been trying to get more consumers in stores by launching new concept ideas to keep the brand fresh. H&M is hopping on the trend and has introduced a high end brand called Arket. The store concept is a pricier version of H&M that will sell Arket brand items to men, women, and children. The brand will also include other quality brands that cater to Arket’s consumer.
After the controversy over H&M’s fast fashion being low in quality and being low in cost, the brand developed the fashion conscious campaign to encourage consumers to recycle their clothing. However, the brand would like to take it a step further by creating a new store that solely focuses on quality over quantity that way clothes aren’t considered disposable after five washes.
The goal of the new brand is to give consumers more options and convenience while shopping. This is the store for the people who like to invest in the clothing they wear and like classic pieces that can be reworn throughout the years.
The brand will open in the summer in London’s Regent Street as a starting point and hopefully the brand hopes to expand to other urban cities. Plans to include a café in stores are also in the making.
“Timeless is style beyond trend. And crisp is the counterpart to that: to be always relevant, modern, and fresh,” said creative director Ulrika Bernhardtz adding that”quality is not only the feel of garments; it’s also how they are produced.”
Given what you’ve heard so far, would you shop at Arket?