H&M is adopting a ‘new creative vision’ by introducing second-hand and modernising its stores in France and Belgium. Antwerp and Paris will be the first cities to welcome the “H&M Pre-Loved” concept.
Pre-loved and pop-up
Despite a difficult fashion market and falling behind its rival Inditex, H&M wants to turn itself around with a ‘new creative vision’. The brand plans to announce this loud and clear in Paris, the city of fashion, with a pop-up shop in the Marais district and an ‘immersive’ experience in the La Fayette store. With futuristic installations featuring the brand’s signature red colour, music and bold décor, H&M is aiming to take centre stage. Influencers such as Charli XCX and Jamie xx are also set to contribute.
In addition, after a successful trial in Barcelona, H&M is introducing its ‘Pre-Loved’ concept in Belgium and France. From 12 September, customers will be able to find a selection of second-hand pieces in the flagship shop at the Meir in Antwerp and in two shops in Paris. The collection, which will be updated weekly, includes items from H&M and other labels. According to H&M, this initiative responds to the growing demand for circular fashion, a market that is already worth almost 420 million euros in Belgium.
Modernizing stores and website
Alongside the launch of ‘Pre-Loved’, H&M will be modernising its physical shops in Belgium, France and Luxembourg. A total of 18 shops will be given a facelift this year, with the emphasis on a cleaner, more elegant design. The renovations are designed to enhance the shopping experience with smoother walking routes and regularly updated outfit suggestions. Elements already present in some flagshipstores, such as self-scan checkouts, RFID tags and Click & Collect services, will also be deployed to make shopping more efficient.
In addition to the physical changes, H&M is overhauling its online platform. The new website offers smoother navigation and more advanced search functions. The brand intends to guide its customers not only in their purchases, but also in the discovery of their personal style thanks to ‘The Studio’, a page dedicated to fashion lovers.
