------------------------------------------------------------------------------------------ NOW 12 months.
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You work in a tunnel to reach the end point. That 12 months = important for input such as films, street fashion, cultures, trend reports and media.
Latest Trends: 3 months before the 12 months or quick response. Seeing an opportunity to add something on what you have already.
Mantra: there have to be a balance between fashion quality best price.
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H&M: relates to fashion & design, and moving fashion forward in the future. Supporting designers and design.
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The collaborations: they were the leading business, who undertake designer coll: started in 2004 with K. Lagerfeld.
2010; Lanvin, 2011: Versace etc.
13 designer collaborations. ( Video's with the ads of these collaborations ).
-Karl wanted to do it, didn't really needed it but he's in to everything. But he wasn't really happy with this collaboration. -Interesting point for Stella McCartney; important consideration; does it fit with her approach? But she was working on a change; that's why they worked together. - V&R: for their business also extremely important; maybe strategic decision; more penetration in the market if they would do this.
2007: 1st celeb-collection: Madonna: Madonna was taking her tour and for her it was publicity; halo-effect.
Roberto Cavalli: interesting; the master of ˜bad taste' but succesful collab. But since this, he's going down hill. .
2008: Comme des Garcons: a very sucessful collab and more lower prices for comme des garcons; fabrics difference but it does look like it. Rei Kawakubo didn't had to do this, but she felt it was interesting to show her style true a wider market.
Sonia Rykiel: the grand lady of knitwear and a very successful brand. Change for H&M moving to a more parisian style.
Jimmy Choo: more about business for the Jimmy Choo; they were going true a change. It's more about marketing than design.