Advertise and sell out, or don't advertise and sell out anyway

Hoarding poster for Alexander Wang/H&M on Cambie Street, Vancouver, BC

I won't even know why H&M even thought that advertising this collection was necessary. There were lineups put side the H&M store on Granville Street in Vancouver starting the day before the collection launched. And overnight, in the pouring rain, the line grew until the doors opened on the morning of Thursday, November 6th.

Lots of items, completely sold out in the stores, were available on eBay for three to four times the regular retail price. This bustier, priced at $34.95 CDN in the stores, is available on eBay for up to $149.00 US.

Alexander Wang bustier for H&M
(Source: http://www.hm.com/ca/wangxhm#women/article-25)

But, in reality, the whole point of advertising this collection is not necessarily to sell the collection, that will happen anyway. The fashion fanatics will line up in the rain and buy everything in sight. The advertising campaign creates more excitement and buzz for the brand and the store. And anything that gets the public to visit the store is a good thing.