H&M Hennes & Mauritz AB in Apparel and Footwear

Company Profile

About This Report

Oct 2019

H&M is the fourth largest player in the apparel and footwear market. After years of strong growth, the company has recently gone through more challenging times, as it was relatively late to develop its digital strategy and competition had arisen from other fast fashion players, as well as active wear brands and private label. To differentiate itself from such competition and boost its sales, the company is now banking on digitalisation, continuous expansion in Asia Pacific, and sustainability.

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H&M Hennes & Mauritz AB in Apparel and Footwear

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 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 SWOT 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 Footwear research team, a dedicated group of analysts that knows the industry inside and out.

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Scope of the Report

Executive summary

State of Play

Top companies at a glance
Inditex, H&M, Fast Retailing and Gap are the leading fashion retailers
Inditex and H&M are more global and expanding to different regions
H&M’s global footprint

Strategic Evaluation

H&M’s focus: From geographical expansion to sustainability targets
H&M relies heavily on womenswear
H&M lacks a strong focus on certain categories
H&M expands globally through store openings

Exposure to Future Growth

US and China are expected to dilute the strong concentration on Europe
Top 10 apparel companies projected to remain unchanged

Competitive Positioning

Nike and adidas remain the leading players in apparel and footwear
H&M’s competitors play in fast fashion, sportswear and premium arenas
US and China represent important steps in the expansion strategy
Selling more in Asia Pacific, but producing closer to end consumers?
H&M’s smaller brands target millennials and mature women
Global expansion is led by H&M, but other brands’ experiments flourish

Sustainable Apparel Review

Sustainability is a way to future-proof one’s corporate reputation…
… and sustainability claims are proliferating in the fashion world
From vague intentions to action on specific environmental goals
H&M has deepened its commitment to sustainability

Key Findings

Key findings


Projected company s ales: FAQs
Projected company s ales: FAQs