H&M Hennes & Mauritz AB in Apparel and Footwear

September 2020

Fourth largest player in the global apparel and footwear market, H&M is hit hard by forced store closures around the world, following the COVID-19 outbreak. The crisis further accelerates the Group’s digital shift, and its store rationalisation. It is now banking on the integration of its online and physical retail business, moving from a linear supply chain to tech-enabled RFID- linked circular value chain, and reinforcing its sustainable positioning to adapt to the post-Coronavirus realities.

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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

State of Play

Top companies at a glance
H&M stands second in fast fashion
H&M boasts a considerable global presence
Company overview: Western Europe and womenswear dominate

Exposure to Future Growth

Impact of COVID-19 on the fashion industry
Impact of COVID-19 on H&M (1)
Impact of COVID-19 on H&M (2)
Organic growth thus far; pandemic provides M&A opportunities
Prospects for market share growth
H&M crafting a digital ecosystem around Club loyalty programme
South America is the dark horse to complement Eastern Europe and Asia
Unchanged top 10

Competitive Positioning

Sportswear brands are market leaders in apparel and footwear
Intense competition with increasingly overlapping product positioning
Similarities thrive but differentiated focus sets top players apart
H&M Group dominates in Europe...
… but growth opportunities abound outside Europe
Is H&M well positioned to tap into greater interest in comfort wear?
H&M is the namesake brand leading global expansion…
… but the group has a portfolio of niche brands

Digital Transformation

Digital revolution across the organization: From e-commerce…
… to experiential retail…
… to tech foundation to increase business agility

Circular Economy Initiatives

Accelerating innovation to find scalable sustainable solutions
Social commitments in the light of COVID-19
Play in alternative business models

Key Findings

Key findings


Projected company sales: FAQs (1)
Projected company sales: FAQs (2)

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