Stores
New items come into the stores every day, so that customers always can find something new and exciting in H&M’s range.
Since H&M’s stores are always in prime locations and customers pass them often, it is important that the store windows are inviting and that there is always something new. The store window is important for attracting customers and profiling the H&M brand.
Clear and inspiring
H&M’s stores are based on the self-service principle. It is therefore important that customers can find their way about easily. The store environment must also be comfortable and inspiring and generate a sense of well-being. It is important to give customers ideas and inspire them to choose things that suit their own style. Displays and mannequins show how the clothes can
be combined.
To ensure that each campaign has the same look in each market, guidelines for display and garment exposure are produced centrally in the visual department in close cooperation with the buying and marketing departments. For each campaign a special store environment is then created and communicated to all sales countries.
H&M’s stores are constantly rejuvenated. The big city stores – a crucial element of H&M’s profile – are renovated more often, as are the teenage stores.