H&M Civilian Brand Cross-Border &Nbsp, The Biggest Winner In The Apparel Industry.

In the night, there are long queues with small stools, people who have a newspaper resting on the ground, and more tired people sitting directly on the ground.

Instead of showing exhaustion, they showed a look of anticipation and excitement.

I can't help watching this scene.

Neither.

This overnight queue is in the ranks of civilians.

But what they are waiting for is not the H&M in the past, but the "Versace for H&M" series created by Versace, the top luxury brand of Versace.

The craze for queuing has spread from Beijing and Shanghai to Chengdu.

Through regular marriages with international luxury brands or top designers, such as "Jimmy Choo" and "Lanvin", attracted worldwide attention.

Through this marriage between the common people and the aristocracy, the top luxury brands in the past showed their people's side. Ordinary consumers realized their desire to have them once again. What kind of marriage did they get for civilian brands? Is it a wise move for luxury brands?

Dr. Zhou Ting, executive director of the luxury research center of the University of foreign trade and economics, told reporters: "such cooperation is a marketing strategy that both sides have to take based on interests and realities, which allows luxury brands to enter more people's horizons, while the mass brands can enhance their image, and both sides can also gain more benefits."

But we must choose the brand of cooperation, the two sides must be consistent.

For example, H&M is a popular fashion, while Versace is a fashion.