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Hit or Miss: H&M - 5/10

Westfield London, first floor, unit 14 



The store strikes a balance between competitive prices and acceptable quality, with ripped denim jeans for £14.99 and tropical-print short-sleeved shirts for £7.99, which is 99p more than Primark’s but of a slightly superior quality. H&M’s performancewear section is good, with only Primark offering something similar (but smaller). H&M’s eco line is a plus, with a 50% organic cotton T-shirt for £4.99, a similar price to competitors’ cheapest styles which don’t have the eco credentials.


While window mannequins are attractive, I see some in the exact same outfits when I enter the menswear floor, which is lazy. Nearly every item is creased and crumpled, which is discouraging. There also doesn’t seem to be much logic to where some things are in store. Some are grouped by trend, some by category, which doesn’t make shopping easy. A lack of shop floor mirrors is annoying and those that do exist are floor mounted and too short, with customers having to duck down to try jackets. The changing rooms are unmanned so I wait for an assistant. One shouts from across the other side of the store that I should go in.

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