A messy, incoherent store lets down a decent offer of some key trends and basics.
Leopard-print jumpers and blouses, faux-leather skirts and jackets and lace tops are the biggest trend stories - but shoppers have to search for them. Strangely for autumn, an entire section is dedicated to what looks like nautical-inspired product. Stranger still is both are given pride of place ahead of H&M’s autumn offer of outerwear and knitwear, which are strong and feature a tomato red, double-breasted jacket, chunky belted cardigans and a camel jumper dress.
If Primark can keep its store tidy, then so should H&M. But as soon as Drapers walks in, there are shirts on the floor, rails carrying empty hangers and messy tables - and this is in spite of staff working hard to keep it tidy. There is no clear segmentation until you get to the back of the store, which features a strong autumnal offer of knitwear, shorts and outerwear. If you have the patience, you can find great pieces.
Lace skirts are good value at £20 as is a camel jumper dress for £15, while macs are a bargain at £29. Basic jersey tops start at £13, while chunky-knit cardigans look good at £24.99. A cotton and angora-mix jumper with elbow pads is excellent for £20.