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Key trends are covered here but the cheap materials and bad merchandising take their toll.

While trends are covered, no point of difference means H&M leaves Drapers feeling a little disappointed. Boyish brogues look good for women with a directional contrast neon sole, while summer staples including the cork wedge sandal and basics such as plimsolls, espadrilles and ballet flats come in a huge array of colours and patterns. The same spread of colour options is seen for men’s basics including plimsolls and espadrilles, and a trend-led smart brogue with espadrille inlay sole catches the eye. The lone desert boot option is a bit of a letdown, especially as it only comes in black.

H&M’s competitive prices beat other retailers in Liverpool but there is a serious downside in terms of the level of quality seen across the store. For instance, women’s faux-leather brogues are only £19.99 but look particularly cheap, while men’s espadrille styles are a good £7.99 but are already badly misshapen before they’ve even left the store.

An attempt at merchandising footwear near relevant clothing means the most on-trend styles are scattered around the large store, sometimes on low-level shelves, which on this occasion backfires and makes the shoes harder to find. This is particularly the case for men’s footwear, where the espadrille/brogue hybrid is hidden away in a corner. The dedicated footwear areas are cramped and untidy, with a lack of seats for trying on shoes and no staff nearby. Drapers did note a consistently good size offer however, with at least one of every size for almost every style.

View the full report here

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