How online content could help H&M weather stormy high street conditions
H&M has been regarded as a fast fashion leader for some time, with its agile supply chain enabling it to offer the latest trends at affordable prices – a winning combination for consumers.
But difficult trading conditions – including reduced consumer confidence and spending on the high street, and a ratcheting up of competition from fast-paced digital-first competitors like ASOS, which saw international sales up 31% in the six months to February 28th 2018 – have led to H&M reporting its biggest profit dip (20%) in six years.