Early last week H&M finally launched their much anticipated Balmain partnership. Just like we predicted here, it was a run away success.
Further supported by Google trends, Balmain has hit it’s highest point of interest:
The internet was hit with Instagram videos of shoppers gone wild, meanwhile in Sydney the crowds waited (in the rain). Apparently the Sydney store collection sold out in an hour. (as an nb. H&M are reported to produce 20% less stock for the designer partnerships than they did 10 years ago).
Although the company is not disclosing sales figures, according to Hacan Andersson, spokesman for H&M, ‘The interest for this launch has exceeded all previous collaborations, both in store and online’.
Some shoppers waited 12 hours in line before the store opened, others that tried to hit the website found that it was down due to a traffic overload.
As usual Ebay was left to clean up! As usual showing real market demand Balmain x H&M products sold for well beyond their original value. The most reported item was an embellished blazer that retailed for £399.99 and sold on Ebay for £3,300. The irony – this is the regular price of a 100% Balmain jacket.
So why did Balmain work? We hate to say it but it’s the Kardashian effect.
Designer Oliver Rousting – a 29 year-old, Instagram celeb – is a good friend of the Kardashians. Kim is frequently shot in his clothes and her younger step sister Kendall has modelled for the brand for the past 3 seasons (plus is one of the faces for the H&M collab).
Without this celebrity influence, the Balmain collection may have ended up in a similar state as such underperforming collection as Maison Martin Margiella or Joseph Aluzarra – known only to the fashion set, not brought to the masses by celebrity.