Consumer Insights

Walking to work is dangerous. No, not in the sense that I’ll get mugged in Time’s Square in board daylight at 9am, but rather that I end going on spontaneous shopping sprees and arrive at the office 2 hours later.

Living in Chelsea, my morning commute takes me through the Garment District, Penn Station, up Madison, and 5^th Ave. – the prime shopping locations in Manhattan and arguably of the world. It’s beautiful walking the NYC streets in the brisk September air. The skyscraper sights, the European tourists, the pretzel vendors, the business suited workers, etc., each group, each person plays a key role in the city fabric, Manhattan wouldn’t be the same if any of them were missing.

My insight for the day centers on the way stores catered their location inventory to their customers. Subconsciously, I’ve always known that even within the same store-chain, there various branches carry different lines. This makes intuitive sense, to cater the clothing lines to the customer demographic of the region. A Macy’s in San Diego would never carry thick wool coats even in December unless it was for a design fashion statement. It’s interesting to occasionally go beyond the consumer mind frame, and to understand the underlying business concepts of a restaurant, of a credit card, or of a simple notebook.

Today, I learned about the differences in the NYC H&Ms. These insights are useful to plan shopping trips that maximize chances of finding the right size and to avoiding the fitting room and checkout lines.

Some Quick Basics of H&M

The clothing shipments arrive every night and are organized at 6am before being placement on the floor for the store opening at 10am.

• H&M’s flagship store at 5^thAve. and 56^th carries their widest selection of clothing. Stop here to get the best idea of all the selection.
• The two stores near Penn station are the heaviest trafficked of all the Manhattan stores, to the point that they receive two shipments Thu-Sat and are open until 11pm. They carry more of younger Divided concept lines.
• The newest Manhattan location is on 5^th near Bryant Park. Because it’s located in a business area, it carries a wider line of career fashion. (And for those interested, they’re having a 1 yr anniversary event on the 25/26^th of this month).