H&M, Welcome Home at Piazza Duomo, 25
H&M continues to prove being the Swedish fashion giant with international influence though strategically positioning back to their original address at number 25 in Piazza Duomo. This time with a bold move. The brand thought of expanding it’s flagship store to an area of 2385 square meters and four floors dedicated to women’s fashion, men, teenagers and children.
After a year or so of temporarily sheltering & Other Stories, which is H&M’s sister company, the brand acquired a historic hotel. Like any good samaritan, the team of architects from Stockholm preserved the rarefied interiors such as the antique marble floorings to recall the charm and atmosphere of old historical buildings. I love the mirrored walls, they give an illusion of bigger space when you ride the escalators and the shining -shimmering chandeliers! I think that this an intelligent move for the brand since this is the first high street brand located along Piazza Duomo but in reality connecting to the most shoppers congested streets – Corso Vittorio Emmanuele and San Babila.
Technically if you play Monopoly, you will know what I am saying. But if you can’t figure it out, let me break it to you gently. Since shoppers normally shop at the center of Milan in Piazza Duomo, shoppers will pass first and buy at H&M before buying at other competing high street stores because of it’s accessibility. Which means if a consumer has an x amount of money for shopping, H&M will always have a bigger piece of cake. Milan being one of the super powers of the world’s fashion capital and has also a big chunk of fashion conscious consumers who belong to the demographics that have the ability to purchase goods, although investing on an old hotel, is actually a winning formula to the brand. We know Piazza Duomo which is also near the Galleria, an area which has towering rents, wherein we can see only high-end brands and yet, H&M had afford it.
Blantly, let’s put it that this old hotel can produce profit and that even helps the local economy because they’ll be employing 200 people and this is their 125th store in the territory. Last night, I was invited at the exclusive party before it opens today at 11am. I have also a good news to tell you. If you are in Milan and plans to shop, the first 300 customers who will buy the new collection can avail of 25% discount – surely this is a guilt-free and budget-friendly way to buy presents for Christmas!