The first H&M in the Carolinas opened March 18 in Crabtree Valley Mall in Raleigh, about a ten minute drive from the University campus. The cheap-chic fashion store, known for its presence in big cities such as New York City and Chicago, operates in 37 countries and has over 2,000 stores all over the world.

In tough economic times, students are looking for stores with trendy clothes and more affordable prices. According to their Web site, H&M offers a “broad and varied range” of styles that cater to “everyone with an interest in fashion.”

Lauren Templeton, freshman in textile technology management, said she appreciated the low price tags on clothing but was somewhat disappointed by the styling options.

“I had really high expectations for the Raleigh H&M because I went to the store in New York City,” Templeton said. “I was a little disappointed because this store just wasn’t as great. The one in New York was nicer, cleaner and seemed more upscale.”

Templeton said the H&M in Raleigh seemed like another typical clothing store in the mall rather than something special like it was made out to be.

“There were piles of clothes everywhere because the store is too small,” Templeton said.

H&M offers men’s, women’s and children’s clothing, as well as a line for younger teenagers, a specialty jeans line and cosmetics. The company started in Sweden and opened its first U.S. store on 5th Avenue in Manhattan in 2000. The company’s rapid growth is evidenced by the over one hundred stores now found in America and the SEK value for 2009, which was over seven million.

Templeton said although the store didn’t meet her expectations, she thinks it will do well with college students because of the prices.

“The quality isn’t as great as some other stores in the mall, but it’s good to find less expensive, everyday items,” Templeton said. “I will definitely still go into the store when I go into the mall.”

Kim Struble, senior in veterinary school, traveled to Virginia to go shopping at the H&M in that state and was very excited about H&M’s decision to come to Raleigh.

“I love H&M because of the stylish clothes you can find for a great price,” Struble said. “I spent over $100 on my first trip to the Raleigh store.”

However, Struble said she found that H&M wasn’t as much her style as it used to be.

“The business casual section is smaller here than it is in Virginia, and I’m not sure how much of the other clothes are my style,” Struble said.

Struble said H&M is good for decade-style clothing, themed parties and dances.

“The Vet school is having a variety show as a fundraiser, and my friend and I are buying 90s style acid jeans and jackets from H&M to wear,” Struble said.

H&M is expected to be a big competitor for Forever 21, another store in the Crabtree mall that offers fashionable clothes at cheaper prices than the more expensive brands such as Abercrombie & Fitch and American Eagle.

Kristen Parrott, sophomore in nutrition science, said she usually shops at Forever 21 but wants to try out H&M as well.

“I’ve seen H&M ads in magazines but I’ve never been in a store,” Parrott said. “I’m excited about checking it out. I’m sure it will be competition for Forever 21, but both stores have good prices for college students.”

H&M’s newest line for 2010 is called the “Garden Collection,” which features clothes made from “environmentally adapted materials like recycled polyester, organic cotton and organic linen,” according to its Web site. This is in line with H&M’s commitment to provide sustainable goods in order to respect the environment.

Dan Banker, junior in business administration, said he wasn’t aware of H&M having a men’s section until he recently visited the store.

“I went one time in New York but didn’t realize they had a men’s section,” Banker said. “It reminds me of Express, but cheaper.”

Banker said Express was one of his favorite stores, but he would consider buying from H&M because their clothes were comparable and not as much money.

“I think H&M will do well because college students need cheaper options,” Banker said, “especially in this economy.”