An outfit designed by a player of The Sims 2 is now available in almost 1,000 H&M stores world-wide. The clothes are the result of a design contest in which all Sims-players could take part. The context involved designed a piece of clothing based on the style of H&M. The uploaded creations could then be seen in six virtual fashion shows. Entries by at least 1,000 designers were judged by over 100,000 people. It generated around 500 million impressions. The winning design is recognizable in H&M stores by a special The Sims 2 label and brand.
Future Vision by Erwin Van Lun on this article
Brands facilitate the design of a product, like they borrow their right to exist from the facilitation of consumers, in their lives. A brand is, such as it were, a huge group of people of which the most active people involve themselves full-time, sometimes even longer. These people are serving the community. Every part of what they do has to add value to the life of the consumer. H&M understands how this process works and is taking leaps in the brand coming out, the process in which traditional brands reinvent themselves.