Locals show colour of money for colourful fashion collection

PUBLISHED : Tuesday, 28 April, 2009, 12:00am
UPDATED : Tuesday, 28 April, 2009, 12:00am

People might not have as much money as they used to, but presented with limited-edition in-demand sale items, Hongkongers surely will find a way to buy, buy, buy. That's what the two local H&M flagship stores in Central and Tsim Sha Tsui experienced last Thursday when their hyped-up Matthew Williamson for H&M collection went on sale. The colourful designs specially made for the mass-market retailer drew at least 50 eager shoppers outside each location in the early morning. When the store doors opened, the clothes didn't hang on the rack for very long.

'Ninety-five per cent of it is gone. There are only a few items left. Actually, they were all gone the day it went on sale,' a representative from the Swedish store said. 'The scene was even more crowded and the queue was even longer at our Beijing and Shanghai stores.'

Unlike in other countries, there was no specific quota in place on how many items individual customers could purchase. Yet perhaps the credit crunch still had some effect, if not on sales, then on perception. One fashionista commented after noticing the price tags: 'This H&M collection is not budget-priced. There's a dress for HK$4,000. That's not 'budget' to me.'

You can continue the debate with the second half of the collection - which includes men's apparel - as that set will hit the shelves on May 14.