H&M is a popular retailer with a moderately alternative reach. Many people describe it as American Apparel meets the Gap meets Forever 21 meets ___________. It seems like they are trying to re-brand to be 'cool with the kids + tweens', as opposed to being a place where you go to get cheap shit that looks okay/neutral.

It seems like they got a bunch of tweens to do some sort of flash mob in order to promote their brand. I wonder if it cost a lot of money to hire these tweens, or if it was a bunch of those types of tweens who think their kids should be models / actors / singers / dancers / etc. Always seems like a good idea to hire some teens/tweens who are down to work 'on the cheap' in hopes of creating a better life.

Seems 'weak'

55 stylish kids surprise the public at Union Square in San Francisco with a hip hop dance battle that showcases the latest H&M Kids fashion.

Alt tweens doing grown up things. Riding public transportation, wearing scarves

Every1 is free to live life

Altbaguettes keep getting younger and younger.

Are flash mobs still a legitimate way to create 'viral buzz' for your brand, or should the creative executives who orchestrated this campaign be 'fired' for using a buzzworthy idea from 2-4 years ago?
Will u take ur tween son or daughter to shop at H&M, or will they prefer to shop at WalMart since Miley Cyrus' fashion line is carried there?
Do flash mobs really 'count' when it is just a group of parents huddled around, watching their kids perform?
Do u shop at H&M?
What is your perception of the H&M brand?
Is H&M alt and/or authentic?