B R A N D
B O O K
I leave, but I always come back. I’m the change, but also the consistent. I’m exclusive, yet accessible. I’m Trend. And I’m lasting.
PRELUDE BRAND BOOK This brand book shows where H&M Trend, high-end sub-label of H&M, stands for. This DNA is set in order to elaborate new and consistent concepts for H&M Trend. This book serves as an internal guide for H&M and partners and communicates the core of H&M Trend.
TABLE OF CONTENTS
INTRODUCTION H&M TREND 06 ABOUT H&M THE COMPANY 10 H&M TREND DNA 14 PHILOSOPHY BELIEFS 18 BRAND VALUES CORE, FUNCTIONAL, EXPRESSIVE 20 COLLECTION H&M TREND 28 TARGET GROUP THE UNDAUNTED STRIVER 30
SOURCE LIST VISUALS 32
INTRODUCTION H&M TREND
Decades ago, the high-end designers were the ones to look up to. The unreachable head-to-toe designer collections were only obtainable for the rich. Nowadays, noboby looks surprised when someone shows up with an original and gorgeous Isabel Marant jeans. We live in an age of fashion massclusivity: luxury has become accessible.
High-end designers have started up their diffusion
lines to play a role in the middle-market and fast-fashion chains are competing on premium ground. There is a growing demand for affordable luxury. This has resulted into a rising supply of exclusive looking products. Fast-fashion might had its day. We are looking for products that make us unique. Durable, valued products that are here to stay, even beyond seasons.
ABOUT H&M THE COMPANY
H&M is all about fashion and quality at the best price . A clear business concept and strong values have taken the Swedisch company H&M from a single store to a leading global fashion company, with a passion for fashion, a belief in people and a desire to always exceed customers’ expectations. The H&M Group makes affordable, good quality fashion accessible to people all over the world. Flexible planning of the product range and quick decision-making ensure that the collections are continually adapted to what customers want within different consumer bases. H&M strives to always have the best customer offering in each individual market – based on the combination of fashion, quality, price and sustainability. H&M’s motto fashion for all is shown by collections for women, men, teenagers and children. The product range also includes shoes, accessories and cosmetics as well as fashion for the home. Additonal to this are a number of independent fashion brands, each with its own identity: &Other Stories, Cheap Monday, COS, Monki and Weekday.
Concepts within H&M: DIVIDED, &DENIM, H&M TREND, H&M CONSCIOUS, PREMIUM QUALITY, H&M+, MAMA, H&M SPORT, H&M HOME, L.O.G.G., H&M LINGERIE, H&M SWIM, H&M COSMETICS, H&M BASIC
H&M TREND D N A
The name of this specific line of H&M, H&M Trend, says it all: this collection is based on the newest trends coming from the catwalk and translated into trendy yet affordable garments. The trends are picked with care and contribute to H&M Trend’s privy core. Together with its high-end and up-to-date character H&M Trend attracts an exclusive target group. It’s the treasure that wants to be found by the true fashion lovers. The ones that want to be unique, beyond mainstream and the ones that want to be inspired and surprised by the constant changes in fashion and are able to experiment with them. The relatively small collection is only available in selected stores. In the past few years the desire to express our individuality has increased and the collection has been discovered by a larger group of consumers that have become Trend’s loyal consumer base. H&M Trend has become the more durable and high-end choice within H&M. H&M Trend brings fashion back to the people. It’s measuring itself to the big luxury brands. Trends come and go but always consist of certain historical or cultural elements. Now, styles are mixed and can exist side by side. Fashion has obtained a thrifty character. We add ‘gems’ to our already existing wardrobe instead of replacing them every season.
H&M TREND S/ S ‘ 1 4
trea 路sure [trezh-er] 1. wealth or riches stored or accumulated, especially in the form of precious metals, money, jewels, or plate; 2. wealth, rich materials, or valuable things; 3. any thing or person greatly valued or highly prized; 4. to retain carefully or keep in store, as in the mind; 5. to regard or treat as precious; cherish; 6. to put away for security or future use, as money.
VISION TRENDS ARE LASTING
MISSION H&M TREND OFFERS AFFORDABLE LUXURY THAT IS MADE TO BE CHERISHED
USP H&M TREND FILLS THE GAP BETWEEN LUXURY AND FAST FASHION WITHOUT LOSING ITS EXCLUSIVITY
BRAND VALUES CORE
TREASURE QUALITY The durable, unique gem within the range of H&M’s collections, with a continious change of appareance. Once you have found her, you don’t let her go.
BEYOND MAINSTREAM Selecting challenging fashion trends beyond the obvious, picked with care.
PERSONAL D IS C O V E R Y The search to your own unique, embedded identity through H&M Trendâ€™s mix of different styles.
BRAND VALUES FUNCTIONAL
BRAND VALUES EXPRESSIVE
COLLECTION H&M TREND
The H&M Trend collection is based on the key trends coming from the runways, but picked with care. This line stimulates to mix and match different styles to express ourselves. The collection proves that H&M Trend can measure up with the big luxury brands by providing affordable, durable, luxurious looking clothes without being unreachable. The collection encourages people that are willing to wear challenging fashion by finding this treasure and cherishing it to the fullest.
AMBITIOUS UP-T0-DATE BROAD-ORIENTATED SELF-CONSCIOUS POSITIVE
TARGET GROUP THE UNDAUNTED STRIVER
A H&M Trend consumer is... Sophia. An optimistic, young-minded woman, that is always on top of trends, ambitious and social. She is conscious about herself, her lifestyle, shopping behaviour and about others. She wants to wear H&M Trend because... It makes her feel unique, beyond mainstream. Itâ€™s easy mixable with other items in her wardrobe. How she is wearing H&M Trend items... Sophia loves to mix both fast-fashion and high-end pieces to create a personal and unique look. In the weekend... Sophia likes to go to galleries, visite new stores and inspiring places, or read a good book/magazine. She loves to be accompanied by friends and relatives and is not afraid to be in the centre of attention. Even during the weekends she is seeking for new oppurtunities. Role models: Man Repeller, Alexa Chung, Yasmin Sewell
SOURCE LIST VISUALS
Daniel Carlsten , (2014), Steidl [ONLINE]. Available at: http:// danielcarlsten.com/ [Accessed 6 May 14]. Design Scene, (2014), Emily Meuleman by Nicole Maria Winkler for i-D [ONLINE]. Available at:http://designscene.net [Accessed 21 March 14]. Dezeen, (2014), Hair Salon With An Exposed Ceiling and Twisting
Lights By Sides Core [ONLINE]. Available at: http://www.dezeen. com/2014/02/08/hair-salon-exposed-ceiling-twisting-light-fittings-sidescore/ [Accessed 08 April 14]. Erin Considine, (2014), Unknown [ONLINE]. Available at: http:// erinconsidine.com [Accessed 01 May 14]. Ella Northedge, (2014), Ella Northedge Shop Report [ONLINE]. Available at:http://ellanorthedge.blogspot.com [Accessed 6 May 14]. False Arms, (2014), Unknown [ONLINE]. Available at: http://falsearms. com [Accessed 13 March 14]. Fashion Gone Rogue, (2014), Fashion Gone Rogue Spring 2010 Maayan
Zilberman and Nikki Dekke team up with Urban Outfitters [ONLINE]. Available at: http://fashiongonerogue.com [Accessed 03 May 14]. H&M, (2014). HM_Magazine_Fullpage_Summer_1084_117 . [ONLINE]. Available at: http://www.hm.com/press/imagegallery [Accessed 3 June 14]. H&M, (2014), H&M Trend Update [ONLINE]. Available at: http://hm.com/ press/imagegallery [Accessed 25 April 14]. H&M, (2014), H&M Trend Costume.dk [ONLINE]. Available at: http:// hm.com/press/imagegallery [Accessed 25 April 14]. Koray Birand, (2013), Wang Xiao by Koray Birand for H & M Trend
Update [ONLINE]. Available at: unknown [Accessed 17 March 14].
Kinfolk, (2014), Los Angelos - Iko Iko photo by Jessica Comingore [ONLINE]. Available at:http://kinfolk.com [Accessed 01 May 14]. Michele Orna, (2014), Unknown [ONLINE]. Available at: unknown [Accessed 21 March 14]. Sign Moa Holmberg, (2014), Unknown [ONLINE]. Available at: http://sign.moa.holmberg.blogspot.no[Accessed 08 April 14]. Richard Tuttle, (2014). Silver and Cement. [ONLINE] Available at: http:// in-fi-nity.tumblr.com/silverandcement. [Accessed 20 May 14]. Rose-paris.com, (2014). Black Orchid - Tom Ford fragrance . [ONLINE] Available at: http://www.rose-paris.com/news/black orchid [Accessed 31 May 14]. Style.com, (2014). Prada SS13 . [ONLINE] Available at: http://style.com. [Accessed 13 May 14]. Susan Wyer, (2014), Nine Bulges [ONLINE]. Available at: http:// susanwyer.com [Accessed 25 April 14]. Sviitanen.tumblr.com, (2014), Unknown [ONLINE]. Available at: http:// sviitanen.tumblr.com [Accessed 25 April 14]. The Handmade Home, (2014), Unknown [ONLINE]. Available at: http:// thehandmadehome.net [Accessed 21 March 14].
JULIETTE DE DREU | FASHION & BRANDING AO 4 | GRADUATION AMSTERDAM FASHION INSTITUTE