The Swedish fashion retailer H&M got surprised by demand for the H&M Balmain collection today.
Our most popular report this morning is about the H&M online store outage. hm.com has been down for hours as fashionistas and Kardashian fans try to order items from the H&M x Balmain collection launched today.
H&M apologized on Twitter in the UK for the online store problem. The problems started right around the sales launch in the morning in Europe. Initially H&M said: "We have a lot of visitors online right now. We're working super hard to give customers access as soon as possible. Please continue to try!"
The latest Tweet is less optimistic: "The interest for this launch has exceeded all collaborations and we’re truly sorry for those not being able to shop."
Between the lines this statement means that some customers are getting through and get their order processed. For those who do not manage to get through it means that the Balmain collection will be sold out.
H&M cautioned in another Tweet that some items are limited in quantities and may not be available if purchased already. This has been posted two hours ago on the H&M UK Twitter account.
H&M has likely assigned inventory for each region. The European and Asian region's online inventory is likely gone by now. The US Balmain sale began 8am ET. Less than 2 hours in, there could be still inventory left, if shoppers get past the "Try Again" button.
Update: I just got through to the H&M US store and almost all in the Balmain collection is sold out, for both men and women.
To visit an H&M store now to get Balmain items is also not a real option as long lines have formed last night already.
H&M is the top trending hashtag on Twitter in the United States. H&M is lists as H& due to an encoding issue. H&M has underestimated the demand for the Balmain collection. The Kardashian effect is one of the reason that Olivier Rousteing's creations are in such high demand. eBay is filling up with items from the H&M Balmain collection with bids topping $1,300 on some items.
The Balmain x H&M collection contains items for both men and women fusing classic French couture with urban chic. The collection features the Balmain signatures of craftsmanship, strong silhouettes and covetable fabrics.
H&M has done a lot of marketing for the Balmain launch. It appears that much PR and the epic commerical with Kendall Jenner was not necessary.
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It is not clear when the H&M online store is up again for all.