H&M lancia la linea casa (...sottovoce ed in modalità multicanale)

Il colosso dell'abigliamento svedese Hennes & Mauritz AB si prepara a sferrare l'ultimo attacco alla rivale Zara. Debutta infatti la collezione destinata all’home decor, completa di cuscini tovaglie tende e tazzine, ovviamente low cost. Tale azione sarvirebbe, secondo gli esperti, a compensare la progressiva diminuzione delle vendite del core business. Il nuovo portale Home collection non è stato supportato da un'apprpriata campagna di marketing, così da destare qualche sospetto. 

Come si legge dal "The Wall Street Journal" di oggi, sarà possibile acquistare gli articoli attraverso un catalogo online disponibile solo su internet. Questo lancio "sottovoce" sottolinea la profonda incertezza del mercato e va a contrapporsi ai grandi eventi organizzati per l'introduzione di alcune collezioni come quelle di Karl lagerfeld e Stella McCartney, che hanno attirato migliaia di di clienti fouri dagli store. Secondo gli esperti, questa brand extension presenta svariati rischi soprattutto in un momento così complesso per l'economia mondiale. Allo stesso modo, il canale web rappresenterebbe un buon test ad investimenti ridotti. Per il momento, H&M non ha in programma l'apertura di store dedicati alla casa.

Inditex SA, proprietaria della catena d'abbigliamento Zara, era stata la prima, già nel 2003, ad entrare nel mercato e ad oggi possiede 241 store dedicati in 12 nazioni.
Pensate sarà possibile avere una casa tutta svedese (Ikea e a H&M)?

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