Across the world on November 14, wherever there is a H&M shop, people queued since the wee hours of the morning in order to try and get their hands on the Jimmy Choo designed collection which consists of women's shoes, clothes, bags and accesories as well as menswear items, all sold at H&M prices.
Thus its no surprise that in brand-crazed Japan, all four Tokyo H&M locations - Ginza, Harajuku, Shibuya and the new store in Shinjuku all drew incredibly long lines, not to mention the people were so persistent that even the rain didn't have any effect on the line. My online source took a look at the effect of this collaboration at the Harajuku H&M shop and witnessed about 200 or so shoppers queuing up around the block, all the while braving the rain.
Unfortunately, many people were left with tears in their eyes after nearly all of the Jimmy Choo for H&M items were sold out in that shop within the first hour of opening alone. But H&M had tried their best to control the situation as much as possible by enforcing a wristband system in order to keep trakc of who would have a chance for first grab at the items. The first 160 shoppers at each store earned a chance at getting a wristband which granted the wearer a chance (though not a guarantee) to purchase from the collection.
Judging from Tokyo's response, I can expect that H&M would have its stores wiped clean of the collection worldwide(and sudden swamps of it going for incredulous prices on ebay). Plus in this economy, such a reaction from shoppers is great news for the fashion industry.
Images and information from http://tokyofashion.com/jimmy-choo-for-hm-tokyo-launch/
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