|The launch event for the Alexander Wang X H&M collection, held in New York in October.|
The entire world went a bit nuts on Thursday over the debut of the Alexander Wang by H&M collection. The website crashed. On Twitter, the hashtag #alexanderwangxhm was styling. Consumers waiting to buy Mr. Wang’s funky sports bras and leggings had been handed color-coded tags with time slots. Desperate buyers were advised to go on auction web sites, where merchandise was already for sale, albeit at reportedly crazy prices. It was an instance study in creating anticipation.