Lucire


  latest news   fashion   beauty   living   volante   print and tablet   tv
  home   community   shopping   advertise   contact

«
»


Hennes & Mauritz opens first store in Auckland, New Zealand, with celebrity launch


NEWS
Filed by Lucire staff/September 30, 2016/11.17





Chris Park

Hennes & Mauritz held a press launch for its first New Zealand retail store at Sylvia Park, Auckland, on Thursday—and as the New Zealand-headquartered publication with the longest history of covering the Swedish retailer, we were on the scene.
   H&M didn’t take this launch lightly. In anticipation of the official October 1 launch, they rolled out the red carpet, metaphorically and literally, for an eclectic bunch of media, photographers, bloggers, influencers and the usual Auckland celebrity crowd. It was an incredibly well run event.
   Those spotted among the 800-plus attendees included Jaime Ridge, Maia Cotton, Jerome Kaino and Maria Tutaia, and Colin Mathura-Jeffree.
   In keeping with international standards, the H&M store is a two-storey complex, occupying a huge floor space, with separate sections for men’s, women’s and children’s wear. Unfortunately they didn’t bring in an H&M Home, which, with the absence of Ikea, would probably have done incredibly well in New Zealand.
   The concept of the launch event was to have a “luxury H&M experience”, where we were led down the red carpet, given a trademark grey mesh shopping bag, and free reign to buy any of the items at prices specially discounted for the launch. In addition to this, we were treated to bubbles on arrival, followed by bars on each of the floors each making a different cocktail, with canapés floating around the whole night.
   Gracie Taylor, Jupiter Project, Kings and General Lee, and Dan Aux were DJing on the ground floor.
   In anticipation for the crowds on Saturday (when the store is open to the public), H&M flew in staff from Australia and elsewhere to support the New Zealand-based crew and to provide training.
   Mino Kim, one quarter of the well-known New Zealand street style blog Foureyes, is the store manager, so the rest of the Foureyes team were there to provide emotional support and to do a bit of shopping as well.
   Just as there is a space for haute couture, there is equally a space for fast fashion. H&M built its global fashion empire through making basic, affordable clothing which were durable and the store in New Zealand was no exception. It remains to be seen how H&M’s expansion in the New Zealand market will affect other clothing retailers who operate in the same space and price brackets.
   Perhaps in anticipation of the launch, there have been some critical coverage of H&M being implicated in using child labour and outsourcing its production work to countries where workers are underpaid and exploited. However, it is worth noting that H&M has been one of the more proactive clothing companies when it comes to upholding workers’ rights in comparison to many other comparable brands who already have retail operations in New Zealand, including Glassons, Industrie and Forever 21.
   My understanding is that H&M intends to monitor how the flagship store in Sylvia Park goes before considering whether to open additional stores in other centres around New Zealand.
   I anticipate that for those in Auckland at least, H&M will become the go-to place particularly for basics or cheap and cheerful accessories.—Chris Park, Guest Contributor




Chris Park




Courtesy Mango


Chris Park


Courtesy Mango


Chris Park





Courtesy Mango











Chris Park






Geoff Hedley; courtesy Mango


Chris Park

Also in Lucire’s news section

 

Get more from Lucire

Our latest issue

Lucire 37
Check out our lavish print issue of Lucire in hard copy or for Ipad or Android.
Or download the latest issue of Lucire as a PDF from Scopalto

Lucire on Twitter

Lucire on Instagram