H&M's biggest opportunity is in its pioneering use of celebrity designers such as Karl Lagerfeld and Stella McCartney. For the "M" line from Madonna, the singer worked with H&M designer Margareta van den Bosch, but it's clear whose name Chinese shoppers are looking for. "I'd buy almost anything Madonna designed," said Anne Yeung, 22, an architect trainee, as she waited in line in Hong Kong last month, "and so will all my friends."

— power of celebrity branding  

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