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November 15, 2012

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Fewer buyers waiting in line for fashion sale

TWO men, bundled up in heavy coats, ate their dinner while exposed to the cold wind yesterday evening on plastic stools outside the H&M store on Nanjing Road W. Beside them, two middle-aged women, sitting side by side, knitted sweaters and chatted.

Arriving at 9am yesterday, they are the first in a queue for designer clothing and accessories by French fashion label Maison Martin Margiela (MMM) to go on sale this morning at the H&M branch.

"We come here every year about this time," said one of the men, who declined to give his name. The four are buying agents working for an online store selling H&M clothes and accessories.

The MMM range is the latest high-profile collaboration between H&M and luxury fashion houses such as Versace, Lanvin and Marni. Such cross-over collaboration is usually a great business opportunity for online vendors and hawkers.

On, one of China's most popular online shopping sites, there are already MMM for H&M items on sale.

Compared with previous years, this year's business is "a little bit sluggish," said the other man, aged around 30.

At 7pm yesterday, only eight people, including the four, queued outside the store, while more than 50 waited at the same time last year. Outside the store on Huaihai Road, there were 20 or so waiting to get their hands on the designer items.


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