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A good mix of trend-led and basic product, but menswear isn’t given enough window space.

Product 7

Autumn 11’s key trends are seen throughout the store, with a smart country gent feel that sometimes verges on a grunge-inspired military overtone, slightly resembling last season’s look. Key items are here though, with heritage-inspired elbow patches updating simple jumpers and a selection of patterned intarsia knits, while an array of blazers and outerwear looks particularly good. A big part of the store is also dedicated to H&M’s great basics range, with plain T-shirts and hoodies standing out in a swathe of colours.

Experience 7

This two-floor store has two entrances, but the lack of menswear mannequins in the lower-floor windows is confusing. Up an escalator you are greeted by a large mannequin display with neatly arranged product. Good props include a worn rug and a large antique table. Throughout the store are more break-out displays with mannequins surrounded by the product they wear, which makes it easy to buy outfits.

Value 7

H&M does a great job of balancing good value with trend direction. A tweed blazer is £39.99, patterned jumpers start at £24.99, and elbow-patch jumpers impress at £19.99. Outerwear is also strong, with a fisherman-update duffle coat and a long-line db pea coat both at £69.99, beating the likes of River Island and Topman. Chinos and cords are £19.99, and excellent basics start at £3.99 for T-shirts.

Score 21

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