In 1947, a Swedish man named Erling Persson opened a little women’s clothing shop and named it Hennes. In Swedish, it means hers.
Seventy-nine years later, I’m still walking in for the same reason I did in my twenties. The clothes have changed, but the feeling hasn’t.
H&M is doing fine. This fall it reported higher profits while running fewer stores. In May, it brought back Stella McCartney, twenty years after her first collection there.
So I wrote them a note.
Dear H&M,
Remember your name. You were a store for her.
Keep the silver rack surprising. The morning a designer walks onto your racks, we all feel it.
Tell us before the good pieces are gone. Don’t make us find out from the algorithm.
Make the $59 piece feel like $200, every single time.
And put the Studio pieces where we can find them, even if it’s the back of the clearance rack. We’ll look. We always look.
That’s the deal. Keep making us feel something, and we’ll keep walking in.
PUT ON Pick up one piece today without checking the price first. Hold it against you and ask, “What does this make me feel?”
What would make you line up at H&M again?
