The Pros' Advice to Smarter Shopping

Trying and buying new stuff should be fun. But a shopping spree can quickly turn into clothing chaos. Let H&M designers Ann-Sofie Johansson and Andreas Löwenstam guide you through the pitfalls.
12 April 2016

WHAT’S YOUR BEST ADVICE FOR SUCCESSFUL SHOPPING?
Andreas Löwenstam, H&M head of design menswear:
"When in the store, check out the mannequins. That’s where you see the key looks right now so they should be good inspiration."

Ann-Sofie Johansson, H&M creative advisor:
"Think ahead. Don’t just wander off; go there with a plan. Why are you going shopping? Is it to buy a specific item or new staples? Or do you just want to get inspired?"

HOW DO I BEST MAKE USE OF THE SHOP ASSISTANTS?
Andreas:
"They know where everything is – use them! One of my friends is a hairdresser, and customers often bring a photo of what they want to him. People should do that more in clothing stores as well."

Ann-Sofie:
"Use them as a sounding board. When you put your thoughts into words things often get clearer, because it’s what you think that matters in the end."

Check out the mannequins. That’s where you see the key looks right now.
Andreas Löwenstam, H&M head of design menswear

HOW DO I SURVIVE FITTING ROOM PANIC?
Andreas:
"It’s tough. My best advice is to make use of the return policy and try everything on at home instead. There you have time and privacy, which minimises the risk of buying something you’ll never use. Also, there is a smart trick. Hold the jeans waist around your neck, if they fit around there the jeans will also fit your waist. Weird, but works!"

Ann-Sofie:
"You’ll never find me in a fitting room! It’s too much of a hassle. I want to try it with my other clothes, see how it works in different outfits, so I always bring stuff home and return what doesn’t feel right."

WHAT ARE YOUR THOUGHTS ON SALES?
Andreas:
"I find it very hard; there are just too many traps. You buy stuff you never use, or you buy way too much stuff, making it expensive anyway. The only exception is when you find something you been wanting for a long time and almost bought at full price."

Ann-Sofie:
"It’s just like other times you go to the store; you really need a plan. If you think ahead and know what you need, sales can be fantastic, but you have to be smart."

 

Check out the rest of the articles in the series, where we guide you on how to make your wardrobe more personal here.

Ann-Sofie Johansson, Studio Emma Svensson.
Think ahead. Don’t just wander off; go there with a plan.
Ann-Sofie Johansson, H&M creative advisor
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