Online shopping can be a bit of a minefield even for the most seasoned e-commerce experts out there. The sheer volume of choice can make you feel like you’re drowning in a tsunami of “new-in” buys; it’s a never-ending cycle of scrolling. Plus, if you’re like me, there’s always that feeling of FOMO which keeps you clicking until you reach the very last page. After all, what if a life-changing buy awaits you on page 12? The struggle is real.
To help you avoid online shopping fatigue, we’ve been revealing our top hacks for browsing the websites of Zara and ASOS, and this week, our focus is on H&M. There are plenty of must-haves to be found on its website, however, it’s definitely a case of having to wade through the multitude to uncover the hidden gems. With a little help from the Who What Wear team and some industry insiders, we’ve come up with the ultimate guide to shopping smarter at H&M online. From members’ clubs rewards to real life inspo, scroll down to get the insider know-how.
1. Get inspiration from #HMxME
One of the main downsides to shopping online is the inability to see items in the flesh. However, #HMxME is a page on the H&M website that offers an ingenious solution to this problem. It compiles all the Instagram looks tagged with the brand and is a great way to see the pieces you love worn by real people. Not only does it allow you to get a better sense of how the fabric hangs and fits IRL, but it also offers an array of styling inspo.
2. Order multiple sizes
H&M may have promised to sort out their small sizing issue, but as a general rule, it’s best to order multiple sizes, as different pieces will look better roomier or more fitted depending on the cut and fabric. Sometimes I purposefully go a few sizes up, as I find that some H&M pieces can look more expensive when oversized.
3. Don't miss the jewellery
If you’re looking for statement jewellery whilst on a budget, then look no further than H&M, says Isabel Mundigo-Moore, Who What Wear associate social media editor. ”Honestly, people always confuse it for being more expensive,” she explains. “The hardware actually lasts, despite the sub-£10 price tag.” The selection in store can be a bit hit-and-miss, so the website is your best bet for nabbing the chicest pieces.
4. Shop the "trend" section
Shopping smart sometimes means editing down the options and being clever with your categories. “The trend section on the H&M website is a fashion editor secret,” says Emma Spedding, Who What Wear deputy editor. “It always has all the best pieces so is perfect for lazy shoppers who hate scrolling.”
5. Join the H&M club
You may not have heard of it, but Olivia Lidbury, Who What Wear contributing editor, swears by the H&M Club for amazing online deals. “Being in the H&M Club is a bit like operating a secret weapon at the checkout,” she explains. “If there aren’t any discounts that I can trade points for, then I know the points I’m being rewarded with will be put to good use eventually. That—and the year-round free shipping—makes it worth giving the retailer my personal info.”
6. Don't forget menswear for basics
Although the retailer is great for statement pieces, H&M can sometimes be let down by its basics. I’ve always found that the menswear department is the best place to remedy this situation, as their classic pieces generally look more expensive due to thicker fabric and simpler cuts. A godsend for white tees, shirts and crew neck jumpers.
7. Keep an eye out for the
"premium quality" stamp
We’ve all experienced the disappointment of ordering something that looks appealing online only to find that the garment feels flimsy and cheap in real life. Shopping within the “premium quality” category is an easy way to make sure this doesn’t happen, as all the pieces are made with high-quality fabrics such as suede, linen, leather and silk.
8. Browse H&M Magazine
Lacking inspiration? Olivia Parker, H&M press officer, gets all her shopping ideas from the brand’s online magazine. “I love the weekly editor’s picks from the H&M Magazine page. It’s a good way of finding hidden gems you might not have noticed otherwise.” Other features include tips from influencers, fashion shoots and packing guides.