going undercover at h&m’s new luxury store in London
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- Опубліковано 29 чер 2024
- tell me why i was sweating for no reason 😭
was so interesting to go to the new store and see how it compared to the concept H&M promised - spoiler alert: it was disappointing, but watch the video for all my thoughts!!
⏱️ TIMESTAMPS:
00:00 hiii
01:45 the investigation
05:24 the analysis
08:51 special announcement & byeee
as always thanks for watching - pls like, comment and subscribe xx
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very very interesting🧐 strongly agree with the ‘quiet luxury’ approach. to me it seems like they are trying to attract those who can’t afford high-end clothing, but want to appear like they can. placing a store on king’s road will make the ‘luxury’ shopping experience more accessible. i think that this exemplifies the sham of ‘luxury’ clothing. having a high price point, a visible name brand or retail space in an affluent area do not mean that your pieces are high quality, nor that the people making them are paid fairly
you’ve summed it up so well 🫡
I love your videos! This was fantastic and exactly the kind of fashion research I love to see. I'm so interested in holding brands accountable for their sustainability and marketing practices and seeing if the quality and products match up with the claims. This H&M store looks like window dressing and green washing to me. I had to subscribe to your channel after such a great video!
aww i’m so glad you enjoyed it!! 🫶🫶 it definitely felt really off when i was there, like they were trying to showcase only “sustainable” items and make themselves into something they’re not!!
thank you for subscribing 🥺 super happy to have you here!
I am so glad that you went into a COS immediately after because my thoughts were literally "that's just COS". I have only seen a COS store once but ultra minimal design seems to have left a lasting impression on me. I believe they didn't expect COS to have as much success as it did so they are trying to use COS aesthetic to heighten H&M's perceived quality so that for an average consumer they become undistinguishable. And as expected green washing left and right. And the nerve to make sustainability claims when they are selling an entire bag for under 30 and made out of plastic and slave labour is so very on brand.
honestly i had to check the footage when editing tk make sure i was showing the right store since the clothes were so identical 😭 i completely agree, it feels so greenwash-y to me
It's not different, its just more selective. Reminds me of a particular Zara in Barcelona. Its a bit more curated, uses high end merchandising and interiors and might have a few specialty items but its not as though their production is any different.
This is just silly- it seens like its targeting a middle market by making people feel "better" about shopping at H&M. It feels less overwhelming which i appreciate but the sustainability thing is absolutely nonsense.
completely agree! that’s why i wanted to go to the store in person bc their press release made it seem like it would be a whole new concept, but i was just the same as normal with many more green tags 😩
Thank you for your investigative journalism efforts here! I really can't see this endeavour from H&M being very successful, I can't think of a demographic or type of customer that this is going to appeal to strongly. The type of people that care about sustainability avoid H&M generally and prefer to support genuinely eco-friendly brands. And I think the consensus is growing that fast fashions aren't ever worth the money, no matter how initially cheap the cost of a garment is.
Overall, this re-brand feels very performative and I'm not falling for it personally, you could see from your video how sub-par the quality is with the fraying edges, poor tailoring and thin, floppy material! Yikes!
Really glad the algorithim has shown me your channel, you're making fantastic, important content.
haha you're welcome, although if i keep doing this maybe h&m will know my face at some point and kick me out 😅
i think you're spot on - the demographic they're trying to go for (affluent, upper class) isn't going to shop somewhere where the quality of an item is immediately awful, and a lot of the population are aware of H&M's sustainability issues!!
thank you so much for being here!! 🫶
Vegan leather doesn't mean it's automatically a by-product, usually it's still just plastic, keep that in mind, it doesn't mean it's eco friendly
agreed! i tried to find the bag on the website to clarify what material it was but couldn't find it, assuming it was plastic 🫠
It would have been interesting to see the more hidden elements of garment construction (i.e. seam finishing) and more material composition tags. But at the end of the day, the prices are the same and they remain focused on the fast moving trend cycle, which means they are still exploiting people and the planet. Same disappointing act on a slightly different stage.
i agree but i didn’t want to draw too much attention to myself 😅 completely agree with your synopsis!!
@@katierobinson No I completely understand! 🙈 You did what you could! 🤗❤️
@@kat_thefruitbat 🫶🫶🫶
They have done it before, a premium line in it's own store, probably before COS. Late 80ies,-90ies?
oooh i didn't know this, would love to have compared it to this version of "luxury"!
havent shopped at an H&M since the monkey hoodie, never going back
😬 the internet forgets so quick
Gosh I remember when that store was diesel, or was it red or dead?! ❤ well, either way,it was a loooong time ago! 😢
hahaha it’s definitely changed hands a few times, it was last &Other Stories but h&m own them too!
Cannot wait for H and M to hopefully open a high end store here in Dubai.....it will be AWESOME...,!!!😍😍😍😍
really interesting video! loved this! new to your channel and ive subbed and id love to be youtube friends x
aw thanks so much!! 🫶
@@katierobinson so welcome! keep in touch :D