H&M has wiped its Instagram account ahead of the launch of its new autumn/winter collection next month, its first under newly appointed group chief executive Daniel Ervér.
The fashion retailer’s social media account has been turned into a blank page with the date ‘12092024’ left in the bio, which coincides with the global launch date of the collection, which will feature a wider range of price points.
Ervér told the Business of Fashion last week: “There is a tremendous opportunity for growth and for profitability, which will allow us to invest in future transformation”.
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The collection will be accompanied by a new brand campaign that celebrates the connection between fashion and music, featuring artists such as electronic act Arca, rapper Sage Elsesser, and DJ Sega Bodega.
Part of Ervér’s new strategy for H&M also includes refurbishing part of the retailer’s store estate to include updated fitting rooms and sleek fixtures to create a boutique-like environment with fewer racks and more open space. Some H&M stores will feature rental services or a selection of pre-owned items.
It comes as H&M revealed that sales were expected to fall 6% in June due to “unstable weather”, despite Ervér hailing the retailer had delivered the “best results for many years” in its second quarter.
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