The offer is undermined by the untidiness of this store, coupled with a lack of interesting product.
For a retailer that has set itself apart with its directional Scandinavian design influence, the offer in this H&M is very disappointing. A Sale is heavily promoted in the windows, with almost half the store devoted to it, leaving full price to make little impression. The most trend-led products are the coloured jeans and chinos, as well as floral-print dresses. Key trends are hinted at with the occasional metallic or wide-web jumper but the store misses out on a convincing offer of printed trousers or sports influence.
H&M sits in the value sector so has some of the lowest prices at Brent Cross, but the extent and prominence of Sale product is surprising this early in the spring season. Chinos start at £12.99, one of the cheapest in the shopping centre, a wide-knit jumper is £24.99 and cotton-blend dresses are £9.99. H&M value is well known and this store has some of the most pocket-friendly items, with coloured jeans at £7.99 and photographic-print tops an easy purchase at £9.99.
This is where H&M really lets itself down. The store is untidy to say the least and seems more like a jumble sale. Product is slumped over rails and floors and not cohesively grouped by trend, making it harder to navigate and pick out the product highlighted as key. Marni for H&M is tucked away at the back of the store and in general everything is overstocked.