If I was the Head of Retail at H&M…This is what I’d do. WATCH VIDEO

H&M is one of the largest fashion retailers on the planet.

And in 2024, that scale isn’t a problem—it’s the biggest opportunity.

Because physical retail isn’t dying. It’s just underperforming.

So here's how I’d flip the script:

I'd design to slow people down

Most fast fashion stores are designed to rush.

But what if the space made you pause?

More texture. Softer light. Earth tones.

Modular zones that feel more like a home and less like a sale rack.

I would use more materials people love and trust in store.

MDF, vinyl, and plastic wrap don’t build loyalty.

Materials like Critical. Cleanstone are made from 100% recycled plastic waste.

They’re built to last, age well, and invite touch.

When something feels like it belongs in your whare—it builds trust.

I would localise with intention.

Every H&M in the world looks the same and while that builds familiarity;

the people walking in? They’re not.

Show me local artists. Regionally sourced materials.

Use design to make stores culturally relevant, not just compliant.

And here’s the thing: These aren’t “feel good” moves. They improve dwell time, content capture, and brand love. And when Gen Z controls over $1.5 trillion in global spend—brand love matters.

If your brand’s heading this way and you're rethinking material choices—

we’d love to kōrero.

Drop me a line through criticaldesign.nz

Let’s make global retail feel a little more local—and a lot less wasteful.