On October 16, the day before H&M opened to the public, we heard there people already in line outside SM Megamall as early as 9AM.
H&M promised gift cards (up to Php 6,000) to the first 200 in line, plus opening offers up to 50 percent off.
As a mom and H&M customer who has lined up previously for special collabs in Tokyo and Hong Kong, I worried about the kids camping out in front of EDSA.
Good thing the October weather cooperated. It was slightly breezy when I checked outside our house.
During the night, H&M distributed bottled water and cinnamon buns to those in queue. And just before going to bed, I checked Instagram for updates. The kids posting told me there were already 400 in line. I tried to ask them where’s the toilet and how do they charge their gadgets, but nobody replied.
On October 17, this was the scene outside Megamall: check out the scary long line around the building.
Finally the doors opened the H&M staff in a flash mob dance. Only in the Philippines.
Then H&M awarded the first three in line: Olivia Iglesia (first) said she was heartbroken and ready to spend Php 10,000 at the store (she received a Php 6,000 gift check).
Her brother, Sean Iglesia was second; he got Php 3,000. And Love de Ocampo (third) received Php 2,000.
All three already knew what they wanted to buy.
Just before opening its doors to the public, the ribbon was cut by (L-R) Magnus Olsson (H&M Philippines Country General Manager), Line Juhlin (H&M Regional Sales Manager), Gene Fajardo (H&M store manager), and Karl-Johan Persson (H&M CEO)
“The anticipation over our launch in the Philippines has been intense, and I am proud to welcome Filipino shoppers into our very first store,” said Karl-Johan Persson. “We hope that we can offer our customers added value through fashion, quality and sustainability at the best price.”
H&M at SM Fashion Hall carries a full assortment of fashion items for women, men, teenagers and children, including athletic wear and lingerie. The store is now open during regular store hours of 10 AM to 10 PM.
To see more of what’s in store, go to http://www.hm.com/ph/