Mixed reviews for Versace-H&M pairing

Retail and branding experts have mixed thoughts on the partnership between luxe Versace and budget-friendly H&M.

“Versace has become so inaccessible in the past few years, especially while the economy tanked, even more so than other high-end brands,” said Rachel Weingarten, a marketing strategist who teaches personal branding at New York University. “It’s become a symbol of excess and perhaps unfairly, a symbol of the ’80s. So I think the timing is excellent.”

“They need to still be in the consumer’s mind and maybe this will bridge that connection — it’s accessible snob appeal,” she continued.

She cautioned that Versace should keep its items a bit pricier than H&M usually charges.

“That will help make H&M become a destination,” said Weingarten. “And limiting the number of pieces they actually sell would be a great move, too.”

Jacqui Stafford, a fashion contributor on the “Today” show said the collaboration is a good way for young shoppers to become more familiar with the Versace name.

“It’s a win-win,” she said. “It’s aspirational — shoppers will say, ‘One day I’m going to get myself a real Versace jacket,” now that they’ve had a taste of the brand.”

But both companies need to tread carefully, warned Louis Marino, who previously worked as P. Diddy's creative director and who is now executive creative director at MKTG.

“If it’s done incorrectly, it can look like Versace is pandering to the mass market in order to remain relevant,” he said. “Versace has more to lose. H&M knows what it is.”

“In the branding world it’s always smarter to marry up rather than marry down,” said branding expert Rob Frankel.



The scoop

H&M stores are going to be looking very flashy come midautumn. The affordable chain just signed on Donatella Versace to create the next installment of its designer collection. The line, which hits stores on Nov. 17, will include women’s and men’s clothing in addition to accessories for the home. And like many of the designer collaborations before it, this one will feature a lot of the brand’s pricey trademarks for less.

“The collection will be quintessential Versace, perfect for H&M and Versace fans everywhere,” Donatella said in a statement.

The announcement is the latest upswing for the Italian house, which has been in the press lately for its celebrity-heavy men’s runway show and Lady Gaga moment — the diva recently said she will wear only the brand for the next few months. 2011 is turning out to be a comeback for Versace after several years that were dominated by debt and restructuring.  –Kenya Hunt/Metro