H&M chose London's Camden to launch its first and only dedicated
'Divided' store - clothing and accessories inspired by street culture - aimed at a young, edgy consumer. Camden is renowned for its bohemian, alternative shopping so as a large high street brand H&M had to demonstrate their understanding and commitment to the essence of the area whilst simultaneously driving footfall. H&M partnered with XFM London - the perfect station to reach the trendy 'Divided' customer. Listeners were given the opportunity to explain what Camden meant to them by designing a T-shirt.
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