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H&M launches Hasbeens clogs


Swedish shoe label Hasbeens has secured a deal with international fashion retailer H&M to supply a range of clogs for the latest season.

Wooden-soled footwear is set to be a big fashion trend this year and three of Hasbeens designs in various colours will be exclusive to H&M this spring.

Ann-Sofie Johansson, H&M’s Head of Design, said: “I love the genuine feeling you get from Hasbeens, from the wood and the leather, and also how they take something traditional and Swedish and make it contemporary and modern.

“These Hasbeens for H&M fit perfectly with the ’70s bohemian look that’s so important this coming season.”

H&M has previously made headlines by teaming up with more established fashion labels such as Jimmy Choo and Lanvin but Honor Westnedge, Associate Retail Analyst at Verdict Research, believes the Hasbeens collaboration is a shrewd move by the retailer.

“Working with Hasbeens should work well for them - so long as they re-invent the clog to match the style and look of this spring/summer,” Westnedge said.

“Its reported that the clogs will come in cream and tan, which will go with this seasons trend of nude hues and flesh tones.”

“The gladiator theme is expected to continue this season, so adding thick straps and chunky studs to re-work the clog will appeal to customers who bought into the trend last year.”

With rising cotton prices set to squeeze margins and consumer confidence likely to be hit by the government’s austerity measures, the fashion retail sector is going to be highly competitively this year.

Picking the right brands, trends will be crucial to high street retailers over the coming months and Westnedge thinks that sports style clothing could be a profitable investment for street savvy shops.

“We’ve seen quite a lot of glamorous sportswear on the catwalk so it will be interesting to see if retailers go with this trend, as traditionally it has been difficult to translate onto the high street,” she explained.

“Racer back dresses and tops along with zip and pocket detailing are ways to transfer the sportswear trend and make it appealing to the mass market.

“Consumers’ disposable income is going to limit discretionary purchases, therefore retailers will need to focus on quality and design - as well as in store and online service - to ensure their prices are justified.”

Published on Thursday 20 January by Editorial Assistant

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