We analyzed 542 reviews about H&M on New York’s 5th Avenue

What do shoppers think about H&M’s New York flagship?

H&M is a Swedish multinational company with more than 4 500 stores in over 60 different countries. The company was founded in 1947 and today, it is the second-largest global clothing retailer, offering fast-fashion clothing for women and men as well as teenagers and children.

We wanted to see what customers think about H&M’s flagship store on 5th Ave in New York, and see if we could learn anything about running a major retail presence in such a competitive area. Our analysis is based on 542 reviews posted on Google, and were analyzed using Gavagai Explorer.

Here are 4 things we found interesting!

The Topic “Price” is mentioned in 16 percent of the reviews (which is more than average) and it drives a higher grade than the overall average: 4.30 / 5 compared to 4.02 / 5. The Topic is often mentioned together with “Clothes” and “Selection”.

Reviewers that mention “The register” seems to correlate with a lower grade than the overall average: 3.14 / 5 compared to
4.02 / 5. This Topic often occurs together with “Line” and “Pay”. Analyzed over time, “The register” is talked about less often over time.

When the Topic “Quality” is mentioned in a review, the grade seems to be lower than the overall average: 3.62 / 5 compared to 4.02 / 5. This Topic is often mentioned together with “Clothes” and “Price”.

Analyzed over time, the Topic “Clean” is talked about more and more over the 4 years measured. Reviewers who mention this topic seems to give a higher grade than the overall average: 4.50 / 5 compared to 4.02 / 5.

What can we tell from this?

From our quick analysis, we can see that one of the things that customers talk about a lot is the price, which seems to be a positive driver for the grade. On the other hand, customers overall seem to think that the quality of the clothes is low. Perhaps this could be addressed by managing expectations for a fast-fashion brand like H&M?

The busy location may well be impacting the shopping experience, judging by our findings regarding register, lines and paying. We also saw the topic “crowded” occur in the analysis. However, the store’s cleanliness is clearly appreciated by customers, and the topics “selection” and “location” both have a positive impact on grades.

It would seem that the New York flagship store is doing well!

Want to try this kind of analysis on your own data?

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Gavagai is a Swedish language-tech company using advanced AI to help businesses analyze text and feedback – so they can understand their customers better. Spun off from the Swedish Institute of Computer Science, our Word Space Technology has grown and improved over 20 years, and our research team has published more than 400 academic papers.

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