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Hit or miss: H&M - 7/10

  • 174-176 Oxford St

H and M AW14


The tidiest of the value stores, H&M is well spaced, with mannequins showing off key items next to relevant display rails. Quality is good given the low prices, with jersey sweaters for £30 featuring embroidery while competitors have similar pieces that are just printed. A Saint Laurent-inspired rock chick trend is seen in the window display and presented as a cohesive collection in store. H&M feels less ‘everything under one roof’ than other value players.


It is quite hard to navigate between the store’s four floors as signs direct shoppers to ‘basics’ on two different levels. As always with H&M, pricing above the rails is vague - £7.99 is seen over a rail containing pieces of different prices, which is confusing. Sizing tends to favour smaller fits.

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