04/12/2017
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H&M Charming discount: Is this another retail model?

© Lluís Martíne-Ribes, BCN, 2017
© Lluís Martíne-Ribes, BCN, 2017

You enter a clothing store on Passeig de Gracia, right in the heart of the luxurious Barcelona.

Everything is pretty much as you would expect: a fancy entrance with majestic pillars, beautiful staircase, a guard at the door…


© Lluís Martíne-Ribes, BCN, 2017

Just one thing doesn’t match with the image: the prices of the clothes are extremely low for such a fancy-looking place!

This is the iconic store of the Swedish clothing chain H&M opened in Barcelona in February 2017.

Its look & feel is notably different from the company’s typical chain stores found all around the world. However, the prices are still the same.

The direction of HM’s Passeig de Gracia store is not unique. Other retailers are making similar moves towards stores built on the idea of “Charming Discount”. At first sight the phenomenon may seem odd. However, when taking a closer look, it starts to make much more sense. Could we even consider “Charming Discount” as another retail model?

You can read the full post I have written about the “Charming Discount” and the H&M’s iconic store here.

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