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H&M, Oxford Circus

Interesting trend interpretations and great prices are only let down by the experience

Product 6

When you are dressing the European hordes, as H&M does, it must be hard to find a point of difference beyond price competitiveness. Yet with checks that are given a new lease of life via Mondrian-inspired colour blocking, dry cotton knit sweaters and a nod towards the cast of Mad Men, H&M maintains its relevance. With plaid jackets cut lean and short, small-collared shirts and skinny ties, these are looks that will last through the summer.

Experience 5

There are upsides and downsides to having a store bang on Oxford Circus. On the one hand there is no shortage of passing trade, but on the other it’s a bit tatty and dirty due to overuse. There is also, Drapers suspects, a strong tourist trade here, which perhaps explains the lack of some of the more directional pieces. Staff were friendly.

Value 6

Prices are highly competitive while the quality is good enough to justify both considered and impulse purchases - and both are likely given the location. A fine cotton/linen cardigan is £15, graphic T-shirts are £8 and checked shirts between £8 and £16. But the value falls down when coupled with the retail experience.

Score 17

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