The prices for merchandise items at concerts could often be described as exorbitant. Singer Justin Bieber demands 70 euros for his “Justice World Tour” hoodies. Many are happy to pay for their favorite star. However, others who are also big fans and want to show it to the world can’t – or don’t want to – afford the prizes. That’s why it makes sense to offer a cheaper alternative. H&M probably thought so too and brought out its own Justin Bieber collection. There are white shirts decorated with Bieber’s likeness. He looks at it dreamily, they are in black and white – as befits a melancholic superstar. Other sweatshirts and hoodies, on the other hand, come in bright colors. They are pink, blue or green, with equally loud writing. It says “World Tour” or “I miss you more than life”, a quote from Bieber’s song “Ghost”. And they only cost 30 instead of 70 euros. As a Christmas present, they fit in well with the time when parents want to please their teenage children with a superstar jumper. And maybe there is also a matching concert ticket for the fan hoodie.
But the singer doesn’t like the collection at all. On his Instagram account, he describes Hennes & Mauritz hoodies and shirts as “trash”: “The H&M merch they made of me is garbage and I didn’t approve it,” posted the 28-year-old in his Instagram story. He asked: “Don’t buy it.”
H&M takes the items off the website
H&M disagrees. A spokesman says the company has followed the proper approval process for the collection. “As with all other licensed products and partnerships.” But around 10 a.m. German time, the retailer suddenly took the singer’s merchandise off the website. If you enter the name “Justin Bieber” in the search bar, you will receive the message: “No matching items”https://www.sueddeutsche.de/wirtschaft/.”Out of stock” is on the products if you use the Google search finds. The company declined to comment on this when asked.
H&M could actually use the sales right now. The management of the Swedish retailer has namely in times of high inflation and worse consumer sentiment set the goal of doubling its sales by 2030. The garments from the Justin Bieber collection could have accelerated the dedicated goal. Because what better way to do business than with another star collection that H&M is already so well known for. the Rolling Stones, nirvana or ramones – almost no cult band has been spared from cheap replicas. Teenagers probably like band shirts, they want to look cool and edgy with them, even if some of these bands were more loved by their parents or even grandparents.
The millions of fans of Justin Bieber would have been happy about the collection. But now 270 million of them – that’s how many followers Bieber has on Instagram – are probably on his side, who would want to betray their idol. And H&M can only hope that they add a Nirvana or Rolling Stones shirt to their shopping cart next time.