Taking a page out of the Target/Missoni book, H&M recently announced a collaborated collection with haute couture designer Versace.
H&M, whose profits fell slightly less quarter, will roll launch the line next month. This will be the latest partnership that combines discounts with designer names, following on the heels of collections by Roberto Cavalli and Stella McCartney. Two of the company’s recent collections, featuring Jimmy Choo and Lanvin resulted in such high demand that a limit was placed on the number of purchases each customer could make.
“It really brings fashion to another level because it feels attainable,” Jennifer Ward, a spokeswoman for H&M, said of designer-for-lower-end price points.
The upcoming Versace collection will be priced at $30-$400, falling thousands of dollars short of high-end retail prices.