Backstage Tales look into the Swedish global fashion brand H&M’s launch of their new brand ‘Arket’ based on ‘style beyond trend’.
The brand is called ‘Arket’ and will be selling products along with H&M’S non-branded products. The collection will be inspired by the modern-day market and will provide products for men, women, children and the home.
H&M have been working on the brand for two years, in which they put a lot of research into on what products are normally popular with their customers. They pride themselves on creating a classic style that is good quality, in a store which is inspiring e.g. putting their designs with complimentary brands. Their collections will be timeless yet functional and wearable for several occasions.
Ulrika Bernhardtz, Arket’s creative director stated their reasoning for adding this new brand:
“We really believe it’s relevant to a modern customer to bring different brands together — under one roof, under one channel — and to make that choice for them and also make it more convenient.”
Their product will be of a broad price range, for example men’s shirts will range from €39 and up to €115 which is a little bit more expensive than H&M’s normal range. Their first retail store opens in London on Regent Street around late summer to early autumn of this year. They decided to start in London as it is one of the ‘fashion capital’ thus, it will act as their platform into expanding the brand globally. The brand will start trading online in 18 different European countries.
They have decided to add Arket to increase themselves as the world’s second largest clothing brand, they have aimed to open 430 new stores this financial year. They also intend to reach out to their customers by improving online services. The collection will be supported by a selection of external brands, and will include a café.
Keep your eyes peeled for their range coming soon… we know we will!
Text: Sophia Georghiou
Images: Courtsey, Backstyle.net, Grazia