HMV’s fashion fix

Clothes line: Is own-brand too far?
Clothes line: Is own-brand too far?

HMV’s move into fashion earlier in the year made perfect sense. With its traditional reliance on CD and DVD sales it needed to look further afield, and there is undoubtedly a natural affinity between music and fashion.

However, developing an own-brand range is a very different proposition from stocking established labels. It requires careful planning and superb creative direction to offer a genuinely differentiated product that will convince fickle, demanding consumers to part with their cash. Then there are manufacturing and supply chain issues to contend with.

That said, HMV cannot be accused of sitting back and letting events wash over it. It is refashioning its business to protect it from the ills affecting the traditional entertainment space. But rapid change brings its own challenges. My time as marketing director at a well-known fashion brand taught me that too much, too fast can be equally as damaging as inertia.

While I’m sure that HMV is doing its homework around its planned fashion line, timing is a big issue. Consumers face big challenges ahead, not least the VAT increase in the new year and an uncertain economy at best. Perhaps a “look and learn” approach to see how its recently launched Studio is faring might be the best strategy for the time being.

Nick Gray
MD, Live & Breathe

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here