& Other Stories

Source: stories.com

A few weeks ago, I stumbled upon a post on Badlands about a new shop named & Other Stories. It will be
the newest addition to Hennes & Mauritz AB (H&M).

One thing that H&M has succeeded in is defining the different brands and stores that they have. H&M is known for it's fast fashion approach while COS is extremely modern and minimal.

On my first visit to the website of & Other Stories (www.stories.com), it was fairly obvious that the shop had been influenced or inspired by the social media and networking surrounding fashion these days. Photographing their designs and products in a street-style fashion as fashion bloggers would, it again re-emphasises the label's social media influence. As well as including stories about beauty amongst their range of beauty products, helps to market the site as more user friendly than most beauty sites would.

From shoes to accessories to beauty, & Other Stories has it all. Compared H&M the store also has a much heavier influence on shoes and accessories than H&M while also adding a beauty line, which the chain H&M stores lack however, is similar to Topshop.

Although they have claimed that the store has been swayed away from their fast fashion approach, it is clear that the store has clearly taken bits and pieces of collections from labels such as ACNE.

Nevertheless, this innovative store will prove to be hugely successful as it attempts to bridge the gap between fashion bloggers and high-end fashion demands, it's pieces are savvy and fashionable without the hefty price tag. Most importantly, it's what a lot of people have been looking for.

The competition between H&M and Inditex owned Zara has been one flooding the news media as of late and with the launch of the & Other Stories stores some doubt the move by H&M stating that it will be a few years until H&M start to generate revenue from their new store.

Even so, & Other Stories is an extremely unique concept and with the rise of social media in today's technological age, the store has already and will prove to be extremely progressive when compared to other stores.