Retail analysts commented that H&M's reputation as an international brand and its value-for-money proposition, make it compelling for the company to open numerous stores in Singapore. SMU Associate Professor of Marketing (Education) Dr Seshan Ramaswami said: "Shopping for fashion is a major hobby for many Singaporeans and an international brand such as H&M is almost guaranteed to have a very successful launch as shoppers here are always looking for something new at reasonable prices."