H&M brings cheap-chic to Otay Ranch Town Center shopping mall.

Though outstanding consumer credit hit $937.4 billion in November, up 7.4 percent from a year earlier, San Diegans still have a wardrobe to fill.

Fashion-conscious shoppers on a budget could storm the sidewalks of Otay Ranch Town Center in Chula Vista this spring to clear out the racks of San Diego County's first H&M clothing store.

Hennes & Mauritz AB, operating as H&M, is the Swedish retailer made famous for its inexpensive and fashionable clothing. Since opening its first U.S. outlet in 2000 in New York, the retailer has opened stores nationwide, including Southern California.

A favorite of trendsetters, despite its low to midrange prices, H&M has launched collections by Stella McCartney, Madonna and Roberto Cavalli.

Tim Colby, senior general manager at Otay Ranch Town Center, says that San Diego is a city with its own sense of style, and he suspects that H&M will find favor with the local market.

"We are 14 months old, so we're still very young. We think H&M continues the excitement that started around our 2006 opening," Colby said.

Still under construction, the store is due to open in late April or early May.

Cheap-chic apparel could make an impact in San Diego with the arrival of H&M, says Carlsbad-based retail analyst George Whalin.

"H&M customers are looking for real fashion, and that store will do extremely well in San Diego. Fashion Valley, UTC and even downtown are going to be the next desired locations for that company, but finding the right spot takes time," Whalin said.

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