# Blogger Concept Videos H & M Releases New Retail Concept '& Other Stories' By Katie Pagnotta | Published 2012-11-27 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/other-stories References: [fashionindie](http://fashionindie.com/hms-new-store-has-a-funny-name/) & [brandchannel](http://www.brandchannel.com/home/post/2012/09/27/HM-Other-Stories-092712.aspx) Swedish mega brand H & M has released its first trailer showcasing its [new retail idea](https://www.trendhunter.com/trends/target-soho-store) '& Other Stories.' The [video montage](https://www.trendhunter.com/trends/asos-live) has a blog feel to it. It is made up of Polaroid snapshots following a day in the life of a Parisian girl. The camera focuses in on her apparel and footwear -- or lack thereof in some pics. Along with the whimsical images, a sea of audio noises plays in the background. For instance, the video starts with an alarm going off and ends with shoes clanking as the mysterious girl heads out. The video also captures picturesque snippets of her everyday life -- there is a shot at the Eiffel Tower, a carousal ride, travels by taxi and various walking barefoot. The & Other Stories trailer is a fresh take on the [H & M consumer](https://www.trendhunter.com/trends/people-will-talk) and the merchandise that suits their lifestyle. ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 11% | Activity: 46% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What Makes This Trend Stand Out - **Blogger-style Videos:** Opportunity to create engaging content in a blog-like format to showcase products and lifestyles. - **Whimsical Marketing:** Chance to use playful and imaginative visuals and sounds to capture customer attention and create brand uniqueness. - **Lifestyle-focused Retail:** Potential to create retail concepts that cater to specific lifestyles and offer relevant merchandise. ### Sectors Adopting This - **Fashion Retail:** Fashion brands can explore creating immersive experiences that align with their target customers' lifestyles. - **Marketing and Advertising:** Opportunity for marketers to adopt creative and unconventional approaches to engage audiences and differentiate their brands. - **Consumer Electronics:** Consumer electronics companies can incorporate storytelling and immersive elements in their marketing campaigns to showcase product benefits and experiences. ## Related on Trend Hunter - [Inventive Retail Strategies](https://www.trendhunter.com/trends/inventive-retail-strategies.md) - [Poeticized Luxury Fashion Campaigns](https://www.trendhunter.com/trends/salute-the-detail.md) - [Anthropomorphic Store Campaigns](https://www.trendhunter.com/trends/short-social-films.md) - [Tech-Enabled Shopping Experiences](https://www.trendhunter.com/trends/cos-retail.md) - [Brand Refresh Preview Events](https://www.trendhunter.com/trends/cheap-monday-event.md) - [Avant-Garde High Streetwear](https://www.trendhunter.com/trends/hm-x-glenn-martens.md) - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [90s Grunge-Inspired Fall Apparel](https://www.trendhunter.com/trends/the-october-collection.md) - [Choreographed Retailer-Backed Commercials](https://www.trendhunter.com/trends/gap-and-parker-posey.md)