H&M is originally a German clothing company whose name is pronounced “Ha oont Em.” For years it was one of the most popular clothing companies in Germany, providing a link between the world of high fashion and the world of affordable clothing. Ten years ago, they decided to expand to the North American market, and to date, their move has been a highly successful one.
They originally specialized in two types of clothing. First, they specialized in women’s clothing. Though they now produce clothing for both men and children, this remains their focus. Their women’s fashions tend to focus on a combination of skirts and tops, forgoing any real focus on dresses, as they tend to be more expensive and do not fit with their mandate of providing great clothing at a reasonable price.
Second, they focus on petite clothing. This is, to some extent, a result of the difference in weight between the average European and the average North American. There are many theories about why this is, but H&M’s European origins can be seen here. This is great news for a lot of petite women. North American clothing increasingly is designed for women of different sized, but such clothing doesn’t necessarily look very good on petite women. H&M provides a wide range of clothing for them.
Their clothing has some characteristics in common with those of clothing from the Gap. They tend to use solid colors for each piece of clothing, and they recommend mixing the different pieces of clothing with each other to produce complete outfits. However, they also use a number of different prints, each with a predominant color. So, instead of having clothing with solid colors, they also produce clothing that mixes one solid piece with another using a colored pattern.
Their clothing also focuses on lighter colors. The difference in climate means that the weather is usually warmer, so many of their clothes are best worn in summer.
H&M clothing is a unique and successful addition to North American fashion. They provide high quality clothing at a reasonable price, and provide some of the best options for petite women.