H&M’s newest location could help it better connect with local shoppers.
The fast-fashion retailer is piloting a store in its hometown of Stockholm, Sweden, that features merchandise and services that cater to local tastes, according to Reuters.
The new location is a far cry from H&M’s traditional stores. The new concept features a smaller range of selected clothes displayed on airy shelves and tables in color-coordinated sections. The location also offers shoppers espressos and invitation-only events, the report explained.
The layout and merchandise is based on the expectations of local customers, according to Reuters, a move that shifts from offering relatively standardized assortments across its stores. The change was prompted by two years of sluggish sales and the burden of $4.1 billion of unsold stock.