“What a depressing world, it’s all about taste, if you are cheap, nothing helps” – Karl Lagerfeld

Since 2003, the marketing strategy of masstige has been used by numerous consumer goods industries that include premium brands and fashion designers.

In 2004 H&M launched a limited edition designed by Karl Lagerfeld with very affordable prices. This partnership has been very beneficial for H&M because it helps to enhance the perceived perception of the retailers.

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This opportunity also had return for the designer, as Karl Lagerfeld increased his fame among young generation. Capsule collections with fast fashion retailers are a way for luxury and designer brands to educate the younger generation about the stylistic codes.

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After Karl Lagerfeld, other important designers launched their special collections for H&M such as:

  • Versace
  • Roberto Cavalli
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  • Lanvin
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  • Maison Martin Margiela
  • Stella McCartney
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  • Jimmy Choo
  • Marni
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  • Sonia Rykiel
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  • Isabel Marant
  • Matthew Williamson
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  • Victor & Rolf
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  • Alexander Wang
  • Balmain

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Whether it’s promoting partnerships through model-filled campaigns, runway shows, or celebrities sporting the goods themselves, H&M is the master of masstige strategy.

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