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Getting Dizzy Over Fast Fashion

4 November 2010 4 Comments

fame appeal, fame, appeal, lanvin, alber elbaz, jeanne lanvin, alber, elbaz, h&m, h, m, hm

Karl Lagerfeld, Stella McCartney, Comme des Garçons, Sonia Rykiel, and now the prestigious French fashion house, Lanvin; H&M has landed every last mass retailer’s dream collaboration. Fame Appeal does not understand how they do it, but they must be saying the right things. In the past five years, H&M has expanded by opening many new stores across the country. Their business model combines inspiration of high fashion with inexpensive materials and the outcome is short-lived trendy clothing. It has been proven to be highly lucrative, thus the explanation of H&M’s expansion in the past decade.

fame appeal, fame, appeal, lanvin, alber elbaz, jeanne lanvin, alber, elbaz, h&m, h, m, hm

Lanvin, on the other hand, has been a staple in High Fashion for more than a century, making it the oldest fashion house still in operation. Lanvin has come a long way since, but has always maintained its image of being a haute-couture brand. Lanvin has had diverse ownership. At first it was family-owned, then owned by outside investors, and at one point L’Oréal had 100% control of the fashion house. Currently, it is owned by an investment group headed by Shaw-Lan Wang, a media mogul in Taiwan. It is clear that she understands her role because she has directed the fashion house to maintain its status, while expanding its reach with consumers in the market, and was “awarded the Legion of Honor by the French government for her longstanding efforts to promote Taiwan-France cultural exchanges”. One move that Fame Appeal is in total accordance with is the appointment of Alber Elbaz in 2001, Lanvin’s artistic director for all activities. He has been the face of the recent collaboration with H&M, and has addressed all the proper concerns for this collaboration in a professional manner.

To promote the Lanvin for H&M collaboration, a promotional video was created to showcase all the outfits available. The collection does depict what Mr. Alber described as introducing “great and happy colors, shapes, patterns, flowers printing, creating a very happy collection for happy people.” In addition, Mr. Alber took part in many short videos answering questions concerning the Lanvin for H&M collection. The question that I was happy he answered was why would Lanvin do this? It could certainly jeopardize their image and their reputation. Elbaz admitted and explained that he “always refused to do this sort of collaboration. He always said, ‘Absolutely not. Never. Never. Never again.’ But this time it was different because this project was not about giving our ideas away but it was about taking our dreams, the ones that we created, and giving them through H&M to a bigger audience and I thought that generosity is quite a nice thing.

fame appeal, fame, appeal, lanvin, alber elbaz, jeanne lanvin, alber, elbaz, h&m, h, m, hm

To give the reader the Fame Appeal insight of the collaboration, the economic downturn is on everyone’s mind, especially high fashion brands. When consumers do not have the amount of income they would like, they would most likely buy commodities and products that have an inelastic demand. An example of inelastic demand is food and transportation, which are necessities. Consumers will limit their purchases of products that make up elastic demand. An example of elastic demand are luxuries that are not necessary. Clothing is a necessity, but from the mindset of a thrifty consumer such as myself, spending a whole paycheck on a pair of Lanvin shoes is not, especially when I know I have to pay for my phone bill and food for the week. Thus, shopping at H&M where clothing looks the same as that in a magazine, but is considerably cheaper, is a viable option to still maintain my trendy aesthetic. The conclusion I am making is that Lanvin, like all other brands is feeling the need to make sales and generate revenue and this collaboration is one way of putting money in their products.

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4 Comments »

  • Carol Fritz said:

    What a fun video! Love the zebra trench coat.

  • Fame Appeal: Fashion & Entertainment Blog (author) said:

    WE LOVE THE SUNGLASSES

  • Sara K. said:

    I’m excited for this.

  • Colleen said:

    ? in their ‘pockets’ !

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