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