H&M debuts online shopping for U.S. including exclusives of the Paris Collection.

The announcement that H&M, the fast-fashion retailer from Sweden that is quickly gaining traction among youth culture in the United States, has launched its e-commerce platform called Shop Online in America, will have an impact on the where youth shop this fall during back-to-school. As more people are shifting to buying online within this new generation of fashion consumers, H&M’s online debut will surely generate even more interest in the brand.

In addition, to further highlight the arrival of H&M’s U.S. e-commerce strategy, they will offer exclusive online pre-shopping of its Paris Show Collection. Presented first on the runway during Paris Fashion Week, this collection will debut globally in approximately 200 stores and online September 5th, 2013.

In celebration of Shop Online, H&M opened a pop-up shop on August 22nd in the heart of New York City’s Meatpacking District which gave customers a glimpse into the world of H&M e-commerce. The pop-up shop featured the Paris Show Collection, a Try-On-Lab, and a virtual check-out system where customers could make purchases via iPads.

With their new online shopping system, customers can see the latest collections, find inspiration from “H&M Life,” sign up for the Friends and Family newsletters for exclusive previews and offers, and interact with both H&M and fellow customers on social media.

“We are thrilled to launch online shopping in the U.S.,” says Daniel Kulle, U.S. President for H&M. “This significant milestone fully rounds out H&M’s multichannel offering.  Along with close to 300 stores, our U.S. customers will now have twenty four hour access to the best of our fashion and home collections via their computers, smartphones and tablets anywhere in the U.S.”