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Hit or miss: H&M - 19/50

H&M - 20 Ground Level Mall, Union Square Shopping Centre

Product 6/10

Another season of far too much product leaves it difficult to dissect the trends in H&M. The most obvious is the sports trend, coming through via jersey sweaters and slogan T-shirts, although nautical is also apparent with red, white and blue-striped separates. Some smart monochrome and metallic pieces, such as blazers and skirts, stand out but are mostly lost among the excess.

Merchandising 2/10

There is far too much product on the shop floor, and overstuffed rails make browsing difficult. When I asked a staff member about a particular jacket, she had no idea where to search in the four areas it “might” have been in. There is no continuity between areas - for example, there is a denim area, but also denim throughout the store.

Value 4/10

When key pieces are found, they look good in terms of quality, but the presentation lets them down. After a thorough search, key items include an oriental-print blouse for £14.99 that would look at home at Next in terms of quality but is cheaper, or a £49.99 57% wool coat in a navy and camel check that beats Zara’s outerwear on price. At £7.99 a cotton T-shirt dress is great value, but everything looks as though it needs ironing. For casuals, quality appears lower and some knits are snagged.

Service 4/10

Staff on the tills seemed bored and barely acknowledged customers. A sales assistant on the floor was friendly but had no idea what embroidery was when I asked about a particular item.

Visual Merchandising 3/10

Window mannequins highlight some key pieces, although several are not in store. Inside, signs advertise jeans for £7.99 above a stand where the cheapest pair is £9.99. Much of the product on display looks crumpled because of the crammed rails.

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