A Market for Arket?

If you haven’t heard yet, H&M is launching a new brand called Arket, which is opening its flagship store in London this upcoming fall.Select stores will actually have an in-store café, and it is expected that prices will range from $40 – $150 CAN.

Karl-Johan Persson, the chief executive and president of the H&M group states, “Arket will offer a broad yet selected range of essentials for men, women and children, as well as a smaller, curated assortment for the home [ …] The overall direction and focus is quality in simple, timeless and functional designs. There will be products in a broad price range, however in a slightly higher price segment than H&M with emphasis on materials, function and fit.”

It seems as if the H&M Group is building a brand that is geared away from fast fashion and more towards quality products and in-store experience. However, especially in European markets, consumer preferences change quickly. Will Arket manage to uphold its “high quality” product-offering? Or, will it fall victim of the ever-so-tempting fast-fashion trends and business practices?

Only time will tell. Looks like Unprecedentedly Chic will need to visit Europe this fall to check it out… See ya later Osgoode!

Information derived from: http://fashionista.com/2017/03/hm-launch-arket

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