“The Essentials”

The modern bow-tie, listed as an essential on H+M’s website. Stores like H+M are continually outpacing longstanding retailers like American Eagle and Aeropostale, discarding the notion of a name-brand logo in favor of simply equipping shoppers with the latest fashion.

What makes H+M clothing desirable is the perception that the items they carry are essential for the season. They don’t stick to traditions. They’re always on the move. This season, the polka dot bowtie is in. Next season, it could be patterned shorts. H+M then creates loyal customers who return season after season to find the new essentials.

No timeless classics. Just fashion delivered right on-time.

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