H&M Hennes & Mauritz AB in Apparel and Footwear

December 2022

As the largest global player within Apparel and Footwear, Nike Inc continues to be dynamic in adapting its business operations to the post-pandemic world, by scaling up its e-commerce capabilities, pioneering innovation in its product lines, creating interactive retail experiences and using technology to overcome operational difficulties. In an increasingly competitive market, the company also champions strong connections with communities through its socially progressive marketing.

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This report comes in PPT.


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.

Executive summary
H&M Hennes & Mauritz AB global footprint: Stronghold in Western Europe remains
Company overview
Declining sales growth as the effects of the pandemic are still felt.
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
Core H&M brand remains key sales generator
Increased opportunities with multi-faceted sales strategy
Shifting market footprint
Consistent strength in Germany and the US
Increased footprint in Latin America
An effective Latin America strategy is key to long-term gains in market share
Expansion through wholesale distribution channels
Expanding online presence in Southeast Asia
Tapping into the resale market with RE:WEAR
Discounted shopping platforms to bring H&M’s brands to more consumers
Top companies at a glance: H&M remains among the top five performers
Price point and value are key strengths
Projected rankings
Competitor overlap
Tech-enabled shopping in US stores
NA-KD Fashion: merging sustainability and trend-led design
Inditex: a digital innovator in the age of digital consumers
Digital presence and integration: H&M and Inditex
SHEIN: dominating Gen Z’s purchasing power
Navigating sustainability in a bid for transparency
Key sustainability strategies
Innovation Stories: Sustainable micro-collections
Sustainability with digital solutions
Reducing post-consumer waste
H&M X: The power of designer fast fashion
The Cherish Waste Collection 2022
Collaboration to promote growth and leverage in specific markets
Collaboration towards sustainable material innovation
Global Change Award: business collaboration at its peak
Leveraging homewares for future growth
Next’s acquisition of Made.com
Leveraging beauty for future growth
Fragrance as a market positioning tool
Further investment in footwear
Lulu Lemon footwear expansion
Executive summary

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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