Hennes & Mauritz is now on Douyin, the Chinese social platform known as Tiktok outside China, with a full range of its products.
H&M teamed up with Douyin’s Super Brand Day event to create its first show, an opening ceremony featuring key opinion consumers (KOCs) and key opinion leaders (KOLs), and multiple discounts for those following the programme.
Its 2024 holiday collection also appeared, with inspiration from 1960s and 1970s haute couture, reinterpreting their retro elements with a modern style. Thirty exclusive H&M Edition items were also sold on Douyin.
Discounts were as large as 50 per cent off, while Douyin members were eligible for a 10 yuan coupon valid during the event. There was also a ‘super lucky bag’ with goodies as part of a lottery.
H&M foresees its presence on Douyin to help get closer to consumers and develop products to meet (and maximize) demand. It says consumer insights provided by the platform will help it understand the market more accurately and make the fashion more accessible.
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