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H&M Allows Consumers To Get Up Close And Personal With David Beckham
by Alicia Fiorletta, Associate Editor
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The greatest part about working at Retail TouchPoints is that I have learned to take a more analytical approach to understanding retailers’ marketing decisions. While I’ve never been one for celebrity spokespeople — I personally don’t think they add much to the brand or its products — I give a lot of credit to merchants who tap into their target audience effectively to understand which cultural figures truly can make an impact. This is one vital element of winning and maintaining customer loyalty: knowing your customers and exceeding their expectations.
Fashion retailer H&M is a retailer that has managed to fulfill its customers’ expectations numerous times within the last year. Moreover, the retailer has managed to select spokespeople that fit the brand’s image and actually make sense. For example, singer Lana Del Rey, who may currently be one of the most in-demand and cutting-edge artists, recently was named the face of the H&M fall 2012 campaign. But recent news that ignited even more conversation around the web was the announcement that David Beckham is introducing a line of men’s underwear at H&M. Not to mention, the star athlete would be the face — or should I say body — of the line.
Last week, I was in New York City for a TouchPoints TV interview when I received word of a quirky marketing scheme H&M was leveraging to spread buzz on the David Beckham line. Beginning August 16, 2012, the retailer dispersed nine 10-foot statues of Beckham throughout locations in New York City, Los Angeles and San Francisco. I had to see this for myself.
I was impressed by the campaign’s overall execution within the H&M location on Fifth Avenue. Complete with velvet ropes and sleek signage, the layout and statue placement really commanded attention and enticed consumers to learn more about a contest running during the line’s launch.
To further drive buzz, H&M also held a contest through August 19, 2012, in which shoppers would take a photo of a Beckham statue and post it to Instagram. “Include a mustache, soccer ball, or shopping bag in your picture for added effect,” the press release from H&M suggested.
All consumers who posted an image of a statue were entered to win a prize, including: one of 100 mini, limited-edition David Beckham statues; one of 10 pairs of signed David Beckham underwear; or the grand prize, which includes a $1,000 H&M shopping spree. If I already didn’t have a handful of people staring at me as I took photos of the statue, I definitely would have definitely participated in the contest.
This campaign offered a fun and unique way to encourage shoppers to learn more about the David Beckham line. Utilizing this guerilla marketing-inspired strategy, H&M turned the athlete into a cult figure and the personification of male fashion. I recognize H&M more as a women’s apparel retailer, rather than an outlet for men. I feel like this decision and campaign will help change perceptions of the retailer, as well as its offerings.
Most importantly, I think this campaign helped reaffirm the overall positioning of H&M as a cutting-edge, innovative retailer that isn’t afraid to have some fun! What else could their target consumers want?
Follow Alicia on Twitter: @AliciaFiorletta
