Designer bling hits the High Street

November 2, 2007

By Susannah Streeter
Business reporter, BBC News, Rome

When Italian designer Roberto Cavalli throws a party, he does it in style.

There was no expense spared at the launch of his latest collection in Rome.

The 300 guests were treated to an Italian feast, at which they were served with unlimited champagne and danced until the early hours.

His exotic designs with his signature animal prints were paraded by a troupe of masked models, and Hollywood stars Sharon Stone and Halle Berry took turns on the red carpet.

Par for the course, maybe, for a man who charges many thousands of pounds for one of his couture gowns.

But the clothes on show at this launch were destined to sell on the High Street at a fraction of the price.

Roberto Cavalli is the latest signing by Swedish fashion chain H&M, following in the designer footsteps of Karl Lagerfeld, Victor and Rolf and Stella McCartney.

All were invited to create limited editions for the retailer and will have negotiated very lucrative deals to do so.

Exclusive cachet

For H&M, the benefits are clear. The celebrity designer is the star attraction for the new season, particularly in the run-up to Christmas when it's ultra-competitive on the High Street.

Many customers would love to own a designer dress or suit, but cannot afford one, so the retailer's version is the next best thing.

By creating a collection with a limited number of items in a limited number of stores, the chain adds to that exclusive cachet.

Jorgen Anderssen, marketing manager for H&M, uses an interesting buzzword.

He calls the strategy of creating limited designer ranges for shoppers "massclusivity".

So what about the designer? Roberto Cavalli is certainly not short of A-list friends. Why would he want to design a collection for the man and woman on the street?

He says it's because he wants all of his fans to be able to wear his clothes and feel like stars.

"Every woman can feel special for a night. The right dress can change her life," he says.

"I want young women to be able to wear my designs and feel amazing, to feel as though they, too, are on the red carpet."

Spreading the name

But by collaborating with a High Street chain, Roberto Cavalli is raising his profile too.

He may be a big name in fashion circles, but he is not so well-known in the High Street.

That will soon change, however, as H&M has 200 stores worldwide.

The collection will be stocked at most major outlets, with his name appearing in every window and on every carrier bag.

Then, of course, there is the international advertising campaign, which will mean he will be talked about by fashion followers in nearly every major city in the world.

So perhaps it is no surprise that the King of Bling threw such a big party on the H&M launch night.

He is confident there will be long queues when his designs hit the shops on 8 November.

 

 

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