H&M - final score: 31/40

Address: 234 Regent Street

Map: Click here to find this store.

Score last season: 28

Verdict: With the store's aeroplane hanger dimensions, surely the menswear department deserves a bigger footprint.

Looks - 8

After three seasons of nu-rave young fashion H&M grows up for spring 08. There are still the skinny jeans, geometric print hoodies and 1980s-style nylon windcheaters, but more evident are contemporary styles including a peaked lapel linen blazer, cotton biker jacket, drawstring detailed olive parka, side-tie waistcoat, slim-collared formal shirts, three-piece fashion suit, wet-look sports blouson and shawl-collared double-breasted cotton cardie.

Other highlights include a check blouson with trench details, straw trilby hats, slim-fit Oxford shirts and collegiate sports-inspired casualwear.

Mix - 8

This season, merchandise options are weighted less towards the Topman/Skins market with a far greater proportion of styles pitched at a Zara/Gap contemporary preppy customer. Menswear is divided loosely into three themes: streetwear; contemporary fashion; and modern tailoring.

There's more soft fashion tailoring than usual and the number of shirts almost outweighs the volume of T-shirt options. 

Store - 7

In terms of statement retailing this store, located in part of the former Dickens & Jones, has serious impact. No wonder it's busier than the Apple store opposite. There's an almost palpable energy buzzing about this vast space. An escalator snakes up a back wall lit up through light box panels. But only the most diligent of male shoppers will find their way past the ground floor womenswear area up to the first floor, through yet more womenswear, and into the men's area which is tiny considering the cast shop. 

This isn't the sort of place you expect to find service particularly as the most common answer given by staff appears to be "All the sizes are out". The menswear area is divided into three sections. The young fashion with its dark fixtures and walls is an annexe to the women's young fashion area.

The contemporary fashion area is brighter, more spacious and is more Zara than H&M, while the tailoring led third section has a similar feel to the nearby Banana Republic with its Large display tables and Persian rugs.

Value - 8

H&M provides some great value items this season. Geometric print hoodies are £19.99, 1980s print Ts are £7.99 and basic jeans are £20.99. Linen jackets weigh in at £59.99 but there are skinny-lapelled cotton versions at £29.99 and the best parka on the high street is just £39.99.

Fashion waistcoats cost £19.99 with matching jacket and trousers priced at £69.99 and 39.99 respectively. There are two-ply cotton shirts at £24.99, skinny ties at £14.99 while shawl-collared cardies are £24.99.

Vox pop: Alex Reid, 18, student

• Are you a regular shopper here?
Yes, I shop at H&M regularly.

• What does this shop mean to you?
It's good for young fashion, and cheap.

• How impressed are you with this season's offerings?
The colours and patterns were good.

• What is it they're doing well?
It gets the trends right, and is more affordable than Topman. It understands how young people want to dress, and does the Shoreditch style that everyone's after well.

• What have they missed out that you would have liked to have seen?
The jeans could be better.