H&M began its tradition of collaborating with high-end designers in 2004 when the brand asked Karl Lagerfeld to create a capsule collection inspired by the man himself. It was an instant success with customers and the collection was sold out within a couple of days worldwide. Since 2004, the brand has collaborated with at least one high end designer each year to create a capsule collection for their customers.
I remember walking into a very busy Victoria's Secret store and I was greeted by a lovely retail assistant who introduced herself and gave me a little card to fill out, which included questions about what kind of garments I wanted to try on, and the different styles I wanted to see. I was also asked if I needed to be sized, or if I already knew my bra size. This type of customer service in a retail store in this day and age is hard to come by. Even comparative brand "Savage x Fenty" doesn't offer the same kind of in person customer service as it is predominantly online.