We have another high/low fashion collaboration on our hands — Versace has teamed with H&M for a capsule collection that will be in stores tomorrow, which is sure to incite a fair amount of frenzy.
This one, of course, follows in a long line of collaborations, most recently the Missoni/Target collection that caused mass hysteria in person and online. Interestingly, given all the consumer interest, The New York Times says that it’s the media attention that really pays off for the retailer side of these partnerships.
“In fact, their success is not measured in dollars, but in overall media impressions, the metric used to determine how many times consumers read or saw a mention of the collaboration in the news media. The Missoni for Target collection, for instance, was covered in the September issues of more than 40 magazines and amassed impressions in the billions,” the story says.
According to New York magazine, people started lining up for the collection, which will be ready for sale at 8 a.m. tomorrow, this morning. To avoid the Missoni/Target issues, Black Friday-like rules — wristbands and quantity limits — have been put in place. H&M is taking precautions to make sure all that press is positive.