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.
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