We all know what happened recently with Missoni for Target--that collection disappeared instantly, online shoppers got $25 consolation gift cards instead of cute zigzagged coffee cups, and items showed up on eBay for exorbitant prices.
H&M has always tried to prevent this type of run on its collaborations by laying down rules in advance and allowing very controlled access to the collections. (It also helps that they don't have e-commerce. You have to be really committed to get out of your warm bed to stand in line at 4am). The Versace for H&M collection goes on sale November 17 in London (it will be available November 19 stateside), and the Telegraph is reporting on H&M's rules for engagement. If you think you can waltz in and grab five of those pink silk dresses, think again.
If you're shopping in London on Thursday, you'll have to pick up a wristband, which will be available at 7am for a 9am store opening. Just like Lanvin for H&M, shoppers will be allowed in in groups of 20. They'll only have 10 minutes to shop, and you can only buy one of each item and only in one size. (Even with the shopping limitations, H&M's collabs still end up on eBay. Remember the $1,500 Lanvin for H&M t-shirt? At least you have a chance of scooping up a few pieces.)
This morning, H&M's US reps told us that the rules will be similar here in the US, but stores will open at 8am instead of 9am. Wristbands will be given to ladies, but not to guys shopping. (Hmm, we're not sure how we feel about that, actually!) Maybe that hot pink suit is less likely to sell out than the cute studded pieces for the girls? We'll keep updating as more info about US shopping becomes available. Update: H&M sent us the official "How to Shop" guidelines, which you can view here. Here's what they said:
The first 280 in line will receive one of 14 different colored bracelets, 20 people for each bracelet color. On the bracelet you will be given a specific time for shopping in our designated area. The bracelets are only needed for our women's collection. Customers buying the men's collection will not require a bracelet. When your time slot arrives, you will enter the designated area to shop for 15 minutes. Our goal is to create a better shopping experience for all of our customers.
If you are not one of the first 280 in line, you will of course have the opportunity to shop from the men's collection or within H&M. When the 14 groups have finished their shopping we will open up the women's collection to all of our customers.
To make sure as many customers as possible are able to buy from the Versace for H&M collection, we have a shopping limit. Every customer can buy from the entire collection, but with a limit of purchasing a maximum of two pieces per product, ie not more than two sizes (shoes/garments) or pieces (accessories) per product per customer. The shopping limit covers the entire Versace for H&M collection. Your place in line does not guarantee any items from the Versace for H&M collection.
Selfridges in London is predicting that people will be camping out overnight and that the collection will sell out prior to closing. What do you think? Are you going to sleep on the sidewalk to get your hands on some Versace for H&M?