A concept store in King’s Mall shopping center in Hammersmith, U.K. echoes H&M's promise to offer shoppers a higher quality, curated shopping experience as well as increase sustainability measures

H&M is giving some of its retail spaces an upscale makeover, moving away from typical “fast fashion” store design with an innovative approach to merchandising and sustainability. For one of its London stores, the retailer is not only focusing on a more enjoyable and immersive store experience, but also on implementing measures that encourage clothing recycling, as high-street apparel retailers are often criticized for their tendency to generate waste.

London location features a unique look and feel, including a Mediterranean-inspired interior design aesthetic, live greenery and stone flooring; and to match the look, Italian and Spanish music playing overhead. Clothes are displayed with complementary accessories and H&M Home products, with staff picks specially marked and beauty product sampling encouraged.

The concept store also focuses on sustainability with checkout signage encouraging the recycling of unwanted used clothing, incentivizing customers with a discount on future purchases. In addition, a “Repair & Remake” department offers personalized embroidery and free clothing repairs to members of the H&M Club loyalty program.

H&M intends for the concept store to address various pain points for its business and brand, from improving how consumers perceive its quality to reducing waste. The retailer also hopes to build loyalty and engagement with more experiential shopping and curated merchandise selections.

H&M

H&M is giving some of its retail spaces an upscale makeover, moving away from typical “fast fashion” store design with an innovative approach to merchandising and sustainability. For one of its London stores, the retailer is not only focusing on a more enjoyable and immersive store experience, but also on implementing measures that encourage clothing recycling, as high-street apparel retailers are often criticized for their tendency to generate waste.

London location features a unique look and feel, including a Mediterranean-inspired interior design aesthetic, live greenery and stone flooring; and to match the look, Italian and Spanish music playing overhead. Clothes are displayed with complementary accessories and H&M Home products, with staff picks specially marked and beauty product sampling encouraged.