On September 12th, H&M released its first fashion show in China to showcase the H&M STUDIO collection for the fall and winter of 2018. The scene was arranged like a carnival garden party. Retro sports cars, vans, neon lights and billboard elements are also designed to complement the design of this season's H&M STUDIO – the 50s American retro style women's wear, and the men's wear with the Academy's Athletic-prep. Under Disco music, the models walked quickly on the trails of the garden party, and the finale was the model Xiao Xiaowen. H&M also invited the idol trainer's prince, the fans who screamed at the scene were mostly directed at him, and the online live room was very popular. Compared with other fast fashion brands, H&M seems to be closer to the traffic star. Previously, H&M asked Wang Yuan to be the spokesperson for the new generation in China. Last year David Lynch restarted Twin Peaks and the H&M STUDIO team took inspiration. The female character style is strong: the feminine match is a little "boyfriend style." Pernilla Wohlfahrt, H&M Design Director, told Curiosity Daily that they tried to create a neon-like effect with bright pink shirts and long skirts and dark clothing and shooting backgrounds. Men's clothing is like the elite preparatory school in the New England area. Men and women wear a lot of plaid and denim elements. Compared with H&M STUDIO in previous seasons, the style is more daily, and it is a bit close to the autumn and winter models of the H&M regular series, but it lacks a little surprise. H&M STUDIO used to be shown at Paris Fashion Week, but this year it brought the 2018 Fall/Winter collection to China. This is also the first time H&M has held a fashion show in China. This is mainly to match the H&M Super Brand Day of the day. “We feel that Tmall Super Brand Day is a good opportunity for catwalking,†said H&M Design Director Pernilla Wohlfahrt. If you are not a fast fashion lover or a fan of H&M, you may not be familiar with this product line. H&M first launched the Studio series in 2014. This series is launched two seasons a year. Its price is higher than most H&M products, and it is limited edition. It can be understood as H&M's high-end product line. H&M also works with luxury or designer brands every year and is also available in limited quantities, which are sold at a higher price than the regular collection. This year it partnered with the Italian brand Moschino. The style of the designer series is more dominated by the partners. “H&M STUDIO reflects the most important trend in the season. Our internal team has a little more understanding of fashion... As for other series, draw inspiration from the art of our consumers, film music, etc., follow the fashion trend,†Pernilla Wohlfahrt Say. In the entire H&M design team, a separate group of people (about 15 people) is responsible for the H&M STUDIO series. This season, H&M STUDIO will be sold in 160 H&M stores around the world, but only two stores in Shanghai and Beijing are available offline. It is not that H&M does not pay much attention to the Chinese market. Since 2014, H&M STUDIO has been selling in China simultaneously. There are at least 3 stores sold, and there are as many as 12 stores in the fall/winter 2014 collection. Selling H&M STUDIO in only 2 stores this year may be the reason for tilting Tmall. In March of this year, H&M finally settled in Tmall. For the past three years, H&M has been operating officially independent e-commerce in China. Compared with Uniqlo, Zara and Gap, it comes at the latest. It may take more effort to catch up with competitors. Superbrand Day and this China premiere are among the strategies. In the second quarter of 2018, H&M sales increased 2% year-on-year to SEK 60.5 billion, but pre-tax profit fell 22% to SEK 6 billion, close to analysts' expectations. The financial report mentioned that the Tmall store opened in the first quarter contributed a lot to the sales in China, but did not disclose the specific value. Sales in China increased by 2% to SEK 5.8 billion. H&M currently has physical stores in 67 countries and regions, of which 47 have opened online businesses. The latest quarterly report did not mention the online penetration rate of the entire company, only showing that online business grew by 17% year-on-year. At the end of last year, H&M officially gave the data: 12.5% ​​of sales came from online. E-commerce is a business that is fast-growing for both fast-fashion brands that include H&M and Zara. On September 5th, Zara's parent company, Inditex, announced that it will open all its online shopping businesses worldwide in 2020, including countries where it has not yet opened a physical store. 
