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But H&M is not really a rich person's store, is it? I mean, around here it isn't perceived that way.
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There are different varieties of the H&M store. It's a high end store in Europe but they have "low end" stores throughout the US. The one I worked at was one Newbury St which is dubbed the "rodeo drive of the east coast"... about as rich a store as you can get, it was. People routinely (every day) flying over the pond from England just to go shopping on Newbury St for a day, which of course would cause them to go into H&M since it's a familiar store to them.
When I was hired I was told the history and yada yada, and the only other H&M in the US that's more fancy than the one on Newbury was in NYC... times square maybe? Forgot the exact location.