Q4 was a challenging time for H&M as its core chain resorted to major markdowns. But the firm is upbeat, seeing plenty of growth potential through new brands, new markets and both the store and digital channels.
H&M will unveil another new brand next year with e-tail and pop-up label Nyden. It will be a launch with a twist as the Millennial-focused brand goes for co-creation, authenticity and speed - but not 'fast fashion'.
H&M had plenty to talk about Thursday as it reported higher H1 sales, some markets that were good and others that were challenging, plus e-sales powering ahead and strength in its expanding other brands.
H&M dropped on Tuesday a decades-old store growth target in favor of a turnover target to reflect growing online sales as it reported a small increase in pretax profit for the September-November period.