H&M Hennes & Mauritz AB in Apparel and Footwear

August 2023

H&M confronts challenging times due to unprecedented inflation and a global cost-of-living crisis, forcing consumers to rethink their discretionary expenses. Moreover, a sluggish economic recovery in China, coupled with the loss of the Russian and Belarusian markets, exacerbates the obstacles. To tackle these issues, H&M is expanding into new markets, such as Latin America, while diversifying its offerings to include second-hand clothing, plus-sized items, and sportswear.

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Overview:

Euromonitor International's report on H&M Hennes & Mauritz AB delivers a detailed strategic analysis of the company's business, examining its performance in the Apparel and Footwear market and the global economy. Company and market share data provide a detailed look at the financial position of H&M Hennes & Mauritz AB, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of H&M Hennes & Mauritz AB.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of H&M Hennes & Mauritz AB provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Apparel and Footwear research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

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Scope
Executive summary
H&M Hennes & Mauritz AB’ s global footprint
Company overview
H&M explores new markets and segments to diversify the business
European crisis leads to high inflation and disruption of the global economy
The rising cost of raw materials will have a significant impact on performance
2030 goals: Double revenue, halve carbon footprint and increase profitability by 10%
COS taps into new customer segments by expanding its market presence
H&M’s fourth place in the market to be challenged over the forecast period
Relative performance
H&M is best positioned in Europe
Key categories and markets
Smaller H&M brands continue to gain relevance
Convenience: A key factor for price-sensitive consumers
Brand, portfolio and omnichannel strategies must combine with innovation
Digital or physical: H&M’s hybrid approach
Physical channel remains key, but is now seeing growth in digital engagement
H&M and John Lewis join forces to create a unified retail experience
H&M’s O2O (online-to-offline) experiences: Bridging the gap between digital and physical
H&M’s digital strategy: Empowering the future of fashion retail
Embracing new horizons: H&M’s response to industry challenges
Womenswear is H&M’s largest category, but menswear is poised to grow faster
Unlocking new pockets of growth for H&M
H&M embraces inclusive fashion: Expanding into plus size with activist collaboration
H&M enters sportswear by launching its Move collection
Sportswear growth slows, but still outperforms apparel and footwear overall
Environmental action from the world’s top fashion players
Navigating sustainability in a bid for transparency
Impakter index acknowledges H&M’s sustainability progress, with room for improvement
H&M’s steps towards net-zero target
H&M’s Pre-Loved resale programme and circular business models
Competition between H&M and Shein intensifying
Shein’s ambitious expansion plans in Mexico might impact H&M’s share
Shein’s ambitious expansion plans in Mexico might impact H&M’s share
Differentiation will be key for H&M future growth
H&M merges Weekday and Monki brands in new youth-focused strategy
Artifact 001: Digital engagement targets youth via Weekday brand
H&M pathway to differentiation
Key findings
Projected company sales: FAQs (1)
Projected company sales: FAQs (2)

Apparel and Footwear

Apparel is the aggregation of clothing and footwear. This dataset covers retail sales of apparel through both store-based retailers and non-store retailers. Excludes black market sales (i.e. untaxed, generated within informal retailing)and duty free sales (travel retail). Items must be new when sold to the consumer; second-hand/used items are excluded. Antique and/or vintage clothing and footwear is also excluded.

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