$4.95
Startling, shocking—the sassy dress in one of this fall’s H&M ads is the sort of garment that produces not just double-takes but shock and awe. And you’re not gasping because of its style, though its vertical black and white stripes and sheer bodice are a frisky baby sister to Alexander Wang, with a nod to Balmain. No, you are struck dumb by its price: Even by the standards one has come to expect from H&M, $4.95 for an entire garment appears to be positively otherworldly.
Why, the magazine it appeared in (Teen Vogue) itself is a mere $1.96 less than this entire garment. A six-piece Chicken McNuggets Value Meal (not that we eat that stuff!) at McDonald’s are $6.69! A Starbucks Grande Caramel Frappuccino is $5.75! CoverGirl face powder at Duane Reade is $6.99!
Frankly, you can’t help but wonder: How can H&M afford to produce and sell something this cheaply? A call to Jennifer Uglialoro, the company’s PR director, seems in order.
“This season, we bumped up the fashion and lowered the prices even more,” Uglialoro says, explaining that in response to tough economic times, the chain is more dedicated than ever to making its products less expensive. “It’s the same business concept we’ve had for over 60 years, but this season we’re focused even more on a lower price. We’re very cost-conscious; for fall you’ll be seeing trench coats for $20.”
But how? How? “We have over 2,000 stores in 37 countries. This provides high volume and there is no middleman. We have our own team of over 100 in-house designers and we do all our own production.” Asked about working conditions in the many countries where H&M merchandise is produced, Uglialoro sends over the company’s Code of Conduct, which discusses H&M’s stands on child labor, health and safety, sustainability, and other issues. And there’s a Q&A section on their Web site where questions like, “Why don’t you pay the factory workers more?” and “How does H&M check that suppliers are abiding by its Code of Conduct?” are addressed.
One can only hope that other companies have a similar propensity for full disclosure. Have you looked inside some of those $2,500 dresses and $3,000 handbags gracing the autumn racks lately? A few high-end designer items hail from India and Slovakia, China and Hungary. The days of the ubiquitous “Made in France” or “Made in Italy” labels you took for granted are becoming a distant memory.
Frankly, you can’t help but wonder: How can H&M afford to produce and sell something this cheaply? A call to Jennifer Uglialoro, the company’s PR director, seems in order.
“This season, we bumped up the fashion and lowered the prices even more,” Uglialoro says, explaining that in response to tough economic times, the chain is more dedicated than ever to making its products less expensive. “It’s the same business concept we’ve had for over 60 years, but this season we’re focused even more on a lower price. We’re very cost-conscious; for fall you’ll be seeing trench coats for $20.”
But how? How? “We have over 2,000 stores in 37 countries. This provides high volume and there is no middleman. We have our own team of over 100 in-house designers and we do all our own production.” Asked about working conditions in the many countries where H&M merchandise is produced, Uglialoro sends over the company’s Code of Conduct, which discusses H&M’s stands on child labor, health and safety, sustainability, and other issues. And there’s a Q&A section on their Web site where questions like, “Why don’t you pay the factory workers more?” and “How does H&M check that suppliers are abiding by its Code of Conduct?” are addressed.
One can only hope that other companies have a similar propensity for full disclosure. Have you looked inside some of those $2,500 dresses and $3,000 handbags gracing the autumn racks lately? A few high-end designer items hail from India and Slovakia, China and Hungary. The days of the ubiquitous “Made in France” or “Made in Italy” labels you took for granted are becoming a distant memory.
—Lynn Yaeger
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