H&M's websites experienced early disruptions amid high demand from shoppers for its latest guest collection by designer Alexander Wang. "It's been extremely popular among our customers, with many people queuing in all our markets," H&M spokesman Hacan Andersson said, adding 500 people had been waiting outside the retailer's store in Sydney. Earlier, the company's websites gave a message saying shoppers should try again later to gain access amid high demand for the collection. H&M, usually known for fast fashion at inexpensive prices, has used celebrity collections as a marketing tool to stoke sales each November since 2004.

It used to be that the only way you could show the world you liked BMW cars, Burberry trench coats or Ralph Lauren blazers was to buy one. Now, all you have to do is click the "Like" button on a brand's Facebook page.

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