Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

High Street Hit or Miss: H&M 6/10

Wide product selection could benefit from in-store curation.



Clothing multiple - Intu Trafford Centre Manchester, first floor



The mastermind of fast fashion, H&M unsurprisingly encompasses every spring 16 trend, from floaty tribal print mini-dresses (£12.99), and Ikat pattern blue and white miniskirts (£14.99), to flared dungarees (£29.99). A watercolour print quilted jacket (£49.99) is an original take on the bomber. Basics are helpfully positioned together, and a whole rail is dedicated to black leggings in sizes from XS to XL. As expected the product depth is impressive – for example there are four types of trench alone, ranging from £39.99 for an unstructured style to £59.99 for a linen version, the latter which seems good value for a natural fibre fabric.


While the width of H&M’s collection gives it universal appeal, this is also its main problem. The volume of product is overwhelming and there is little cohesion, as the merchandising feels random. Garments and rails are so tightly packed that a woman struggles to get through with a pram. The look in the window is repeated on mannequins positioned directly inside the door, which makes the product easy to find but lacks creativity. H&M is great for basics and some trend pieces, but beyond that the appeal is price over quality.

Click here to see how other retailers performed.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.