H&M Hammersmith _

After decades of rapid expansion, H&M has over 4,800 stores worldwide making it the world’s second biggest fashion retailer after the Zara parent company Inditex. But recently the brand’s fast fashion model has faltered with sluggish sales and unsold stock. With bricks and mortar stores being neglected as the brand focused on building on-line sales and developing eight new, mostly higher-end brands, such as COS and ARKET, customers started to look for destination stores with more attractive layouts, and a diverse offer of attractions over simple presentation of product.

A move to change this is underway. Newly-opened doors have showcased the brand’s sustainability goals, and introduced new facets to a shopping experience repositioning their bricks and mortar stores as destination spaces. We visited the latest of these in Hammersmith to see what has changed for the brand.