With too much stock and not enough space, H&M needs to consider how much is too much.
- Peel Avenue
In terms of trends, H&M has many options covered for spring 13, from tropical prints to sci-fi galaxy prints, camo, faux leather and even embroidery. Printed trousers are featured heavily across the store as a key item, although none of the other trends are really highlighted, just randomly placed. Trend-led pieces are supplemented
by a wide range of basics and sportswear, but this volume and breadth only serves to give the impression of a lack of focus in this instance.
Basics start at £5.99 and knitwear £7.99, but the quality is no higher than the even cheaper alternatives at New Look. Skater dresses in a variety of prints are more competitively priced at £12.99 but the cheap jersey fabric is very thin. The most fashion-forward pieces are more expensive but the quality is higher, with a heavy cotton embroidered jacket a bargain at £39.99 and a faux-ponyskin pencil skirt for £34.99, although both are unlined. These are located at the back of the store though so can only be found by the determined shopper.
Despite being open for less than an hour, the store was messy. Part of the problem seems to be the sheer volume of product, which means items are stuffed onto already crowded rails. Most of the signs are wrong - Sale racks marked £3 contain clothes priced higher. The sizing is terrible, with many rails full of only one or two sizes. Sales assistants were thin on the ground, with only one till open despite a queue of 18 people. There is some product that stands out, but in this cluttered store you’ll need to spend a lot of time hunting for it.