Directional, affordable and packed with try-me-on product, this is an irresistible store.
There are two well-defined looks in H&M. The front half of the store is more contemporary, with Mark Ronson-wannabe checked blazers in grey and maroon, slim db blazers with contrast lapels, heavy cable knits, and geometric print shirts in slim fits. And then there’s the back of the store where youthful directions from the Divided range include low-slung db cardigans, fantasy leopard-print tops, yellow jeans and a stonewashed story featuring jeans, T-shirts and hoodies.
Packed with merchandise and with a well- defined barrier between the more contemporary front and loudly youthful back of the store, this is like two separate stores, although both are equally directional. It’s a compelling offer made all the better by its clear distinction from the adjacent women’s store, giving men a less intimidating shopping experience. This is without doubt a slick commercial operation but most of all it comes across as a fun environment.
Super directional and super cheap, the £6 and £8 stonewash and colour-blocked T-shirts appeal to the fashion-hungry kids. At the front of the store the more contemporary looks are also value driven with a slim-fit geometric shirt at just £8 and chunky roll-necks at £35. Cotton canvas biker jackets are just £30 and there are graphic T-shirts at £4.
A £10 knitwear table offers quality basics. This is high fashion delivered at genuine pocket-money prices –spot-on for students.