Roberto Cavalli for H&M

Why H&M Is Teaming With Roberto Cavalli from BRANDWEEK

June 20, 2007

By Eric Newman

NEW YORK -- Move over Madge. For its latest design collaboration, H&M clothing is moving from pop-star designers such as Madonna to classic, Italianate know-how for its newest design partnership with Roberto Cavalli.

The Swedish cheap and chic fashion retailer announced today that it will debut the “Roberto Cavalli at H&M” collection—to consist of 20 men’s wear pieces, 25 women’s wear pieces and various accessories and lingerie styles—at 200 stores starting Nov. 8. The company currently operates 1,420 stores worldwide.

The latest in a series of successful, headline-grabbing partnerships including recent design collaborations with the aforementioned Madonna, designers Viktor & Rolf, Karl Lagerfeld and Stella McCartney, the Cavalli news comes on the heels of a 31% rise in profits for the second quarter, bringing in about $745 million at average exchange rates.

Sales for the period leapt to $2.91 billion overall, an 18% boost from last year, although the company noted that sales for the month of May had slipped 2% at comparable stores.

While the company was mum on marketing details for the Cavalli project, past efforts for similar collaborations have included outdoor and print ads in the U.S. market, with select TV spots in international markets.

The company spent $17 million in advertising for 2006, per Nielsen Monitor-Plus, and has already shelled out $8 million in ad and marketing initiatives through April 2007.

article in Vogue: http://www.vogue.co.uk/vogue_daily/story/story.asp?stid=45513