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Although H&M’s website is not yet transactional, there is still plenty to keep visitors interested.

The most interactive element is the Fashion Studio, where users can pick a model and style him or her using H&M product. This addictive tool is simple and easy to use and shows a good range of product, which comes with information as to which collection the item is from and the in-store price.

Users can then share their styled model with friends via Facebook or Twitter with a simple click on the relevant link.

H&M has included other channels on its site including style guides and videos to encourage users to spend more time on the site.

H&M is regularly involved in a Fashion Against Aids campaign, and H&M’s site links to the home page for this charity initiative. The Fashion Against Aids site further encourages user interaction by requesting visitors to upload photos and videos of themselves in music festival-inspired clothing via the H&M Flickr account to promote H&M’s festival-inspired range.

Overall, this site fits comfortably with the H&M brand. It is fresh, interactive and vibrant and includes a range of elements including video, music and images to appeal to its young audience.

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