H&M saga

Oh how I laughed, how I laughed indeed. Why, you may wonder. I laughed because H&M is hitting every low number on the stock market. Of the past 15 months they've been making major losses 14 of those months. And this even though they anticipated (and for some reason still do) gaining market shares.
Bye bye, dear H&M. They lost 4,6% on the stock market, yesterday. And everyone's surprised. I'm not. Here's why:

Back in the day, about 6-8 years ago H&M was the store for us regular folk. You could buy everything under the sun, for a cheap buck. But about 3 or 4 years ago things started to change. H&M got a reputation abroad (outside of Sweden) for being a "fashionable" store. The "it-store". They started expanding, and after the first launch in New York they lost their fucking minds. Prices got jacked up, the collections changed... along with the sizes. The prices were way too high, and the sizes way too small.
Along with this the blogger nation started to get its grip on fashion, in Sweden. The "it-girls" took pictures upon pictures of themselves and posted 'the look of the day' on their blogs. Soon these girls became celebrities, they were everywhere. These young, skinny girls with all the money and all the time in the world. H&M saw the potential in this easy-to-manipulate- market. They started inviting big designers to do collections for them.
The little girls bought that idea, and the first collections sold like there was no tomorrow. But these whimsical little girls can't stay with H&M all the time and the designers got freakier and freakier.

Madonna was my favorite. Spandex, so much spandex! And for anyone over size zero that collection was a joke. That's when the public left H&M. That's when it started going downhill. With the greater public leaving they got desperate, jacking prices even higher and with that ensuring that they never return.
The items at H&M got weirder, and people started to look elsewhere for cheap, everyday clothes. So the way to solve this issue, to save a ship that is obviously taking on alot of water H&M did something that made me laugh so hard. They took on the EU-standard in clothing sizes. Making clothes even smaller. An old size 10 is now a size 12 and so on. They are joined by another big clothing company called Lindex.

I love to see things like this happen. I love that they changed their company policy, from being a store for all to being a store for a selected few. This is what happens when you let little kids decide which direction a company is to take. There is not enough Jimmy Choo- shoes on this planet to save H&M. But there is still time, and if H&M goes back to being a store for the general public they will go back to their original saga. But if they still keep advertising expensive shit to fashionistas, well darlings... in a few years H&M will be a long lost memory.

I can't wait for further financial reports from this giant. It's been cheering me up for quite a while now. And I want further entertainment.

/B