My love for H&M has everything to do with this key combo: quality x options x price.
It can be overwhelming walking into a store with dozens of sections devoted to every possible mood. It’s like being asked to choose a personality for yourself on the spot with a debit card screaming at you from your purse — which is kind of genius on their part because my inner monologue always goes something like this: “Am I preppy/outdoorsy? Yes…but I also have yet to find the perfect LBD, which means I should go to the ‘party’ section. Vintage is always fun, buuut that classic European vibe over there is something I’ve always wanted to try out.” And after a few rounds of that, the inevitable, “WHO AM I?” and then, victoriously, “WHOEVER I WANT TO BE! PUT THAT IN YOUR PIPE AND SMOKE IT…SELF!” This whole thing happens while I’m still standing at the entrance, mind you. Fast forward 2 hours, and I’ve burrowed through all the sections, raided the dressing room and emerged with an armload of personalities to test drive in the real world.