Interestingly, it appears that the Alexander Wang x H&M collection is selling better amongst men. A brief scan of the Swedish fast fashion giant's website reveals that nearly all of the men's garments and accessories are sold out (including the beanie that says WANG and the boxing gloves), while far fewer of the womenswear items are out of stock. The same can reportedly be said of in-store merchandise, as well. This is a bit surprising (we would have put our money on the womenswear flying off the shelves first), but it may also shed light on one thing we cannot know for sure: The quantities in which the garments and accessories have been produced. Reports suggests that the quantities are smaller than usual, and that stores that are out of stock will not receive more merchandise.
While the crashing of the H&M website this morning suggests immense interest in the collection, that does not necessarily ensure blockbuster sales. (Moreover, note that Wang's site, which is also stocking a number of garments and accessories from the collection, is up and running, and only appears to be out of stock on a few items. The majority of them are still available for purchase). As we have told you in the past, especially in connection with H&M, such collaborations do not always result in massive sales for the store (and as we saw with the Versace and Margiela collections, oftentimes many shoppers return items in bulk). This suggests that it may have been in H&M's best interest to produce smaller quantities to avoid unwanted merchandise, while simultaneously creating the appearance of massive demand and getting consumers in the store and on their website, an underlying goal of such big-name collaborations.
What is certainly not surprising is the hype that the collection has created worldwide. Since the announcement of the collaboration between Wang and H&M at the most recent Coachella music festival, promotion and excitement surrounding the collab has been consistent. As a result, we (and everyone else in the fashion industry) anticipated that fanfare would ensue. “It’s been extremely popular among our customers with many people queuing in all our markets,” H&M spokesman Hacan Andersson said, adding 500 people had been waiting outside the retailer’s store in Sydney. The Melbourne store had people lining up from 6pm the night before. At 6am, there were over 400 people waiting in Melbourne. Queues for the range started forming as early as Tuesday morning in Singapore, with shoppers overnight stays in line to get their hands on the collection. The same can be said for stores in Stockholm, but not necessarily those in New York locations. The sales at NYC stores have been noteworthy, but according to our friends over at Racked, the stock was not exactly selling out in the early hours.
And as something that should come as a surprise to no one, the goods are already available for a huge mark-up on eBay. More to come …