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<!doctype html> <html> <head> <meta charset="utf-8"> <title>H&M SAILING THROUGH CHOPPY WATERS </title> <meta name="viewport" content="width=device-width, initial-scale=1"> <link rel="stylesheet" href="style.css"/> <link rel="stylesheet" href="https://static.fibre2fashion.com/fonts/fontface.css?var=1.1"/> <link href="/brand-story/Css/FashionGear_bs.css" type="text/css" rel="stylesheet" /> </head> <body> <script type="text/javascript" src="https://static.fibre2fashion.com/js/jquery/1_5/2.jquery.min.js"></script> <script type="text/javascript"> // function to fix height of iframe! var calcHeight = function() { var headerDimensions = jQuery('#bsTopMainHeader').height(); var selector = '#wrapper'; } jQuery(document).ready(function() { calcHeight(); }); jQuery(window).resize(function() { calcHeight(); }).load(function() { calcHeight(); }); </script> <div class="relative" id="bsheader"> <div id="bsTopMainHeader">  <span class="trigger"> <em></em> </span>  <div class="bg"> <div id="new-header-bs"> <div id="logo-holder"> <div class="f2f-logo"><a href="http://www.fibre2fashion.com" target="_blank"><img src="/brand-story/images/f2f-logo1.png" alt="" width="291" height="36" border="0" /></a></div> <div class="fashion-logo"><a href="http://fashiongear.fibre2fashion.com/"><img src="/brand-story/images/fashion-logo.png" alt="" width="216" height="73" border="0" /></a></div> </div> </div> <div id="socialm-icon-holder"> <div class="container"> <div><span>Follow us on  </span><a href="http://www.facebook.com/B2B.fibre2fashion" target="_blank"><img src="/brand-story/images/fb-icon.png" alt="" width="24" height="24" border="0" /></a><a href="http://www.linkedin.com/company/fibre2fashion" target="_blank"><img src="/brand-story/images/linkein-icon.png" alt="" width="24" height="24" border="0" /></a><a href="http://www.twitter.com/fibre2fashion" target="_blank"><img src="/brand-story/images/twitter-icon.png" alt="" width="24" height="24" border="0" /></a><a href="https://plus.google.com/+fibre2fashion/posts" target="_blank"><img src="/brand-story/images/gplus-icon.png" alt="" width="24" height="24" border="0" /></a><a href="http://feeds.feedburner.com/fibre2fashion/fashionnews" target="_blank"><img src="/brand-story/images/feeds-icon.png" alt="" width="24" height="24" border="0" /></a></div> </div> </div> </div> </div> </div> <script type="text/javascript"> jQuery(function(){ var headerDimensions = jQuery('#bsTopMainHeader').height(); 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The result was a 36 per cent sale increase in SEK terms.</div> <div class="clear"></div> </div> <div class="contentimg"><img src="images/left-img.jpg" alt=""/></div> <div class="first-pera"> <p>The coronavirus pandemic has adversely impacted the fashion world, including those who rule it, H&M being one of them. H&M is known to have shaped fashion retail throughout its evolution journey, but the pandemic phase has nudged it as well. A recap of Swedish fashion group in Fibre2Fashion a few months back had analysed how H&M became the second largest fashion retailer in the world and stamped its authority over fashion markets worldwide.<br><br>This successive feature takes a relook at how H&M faired in 2019—a year prior to the advent of the SARS-CoV-2 virus on the world scene, and its performance under lockdowns in 2020.</p> <p><strong style="padding-top:5px;display:inline-block;">The eve of pandemic</strong><br>The year 2019 was exceptionally good for H&M, with the group generating annual revenue of SEK 232.76 billion. The group’s annual growth rate of 10.6 per cent over previous fiscal was double the 2018-growth rate of 5.2 per cent. The sale growth remained comparatively better than top-ranked Zara which showed annual growth of 8.2 per cent. Overall, the H&M Group achieved a sale CAGR of 6.5 per cent for the period 2015–19. Marketwise, Europe continued to dominate the group’s sale pie with 66 per cent share in 2019 against 68 per cent in 2018. </p> </div> <div class="dwn-btn text-center"><a href="Tackling-COVID19-The-HnM-Strategy.pdf" target="_blank"><img src="images/dwn-btn.png"></a></div> </div> </div> </div> <div id="footerNew" style="float:left;"> <div class="footer-main"> <div class="left-column" style="float:left;"> <h5>  Quick navigation</h5> <ul class="footer-nav"> <li > <a href="/news/">Fashion News</a></li> <li> <a href="/articles/">Latest Articles</a></li> <li > <a href="/events/">Events / Shows</a></li> <li> <a href="/fashion-trends/">Fashion Forecast</a></li> <li > <a href="/brand-story/View_all.aspx">Brand Story</a></li>  </ul> </div> <div class="footersocial"> <h5>Follow us on</h5> <div><a href="http://www.facebook.com/B2B.fibre2fashion" target="_blank"><img src="/brand-story/images/fb-icon.png" alt="" width="24" height="24" border="0" /></a><a href="http://www.linkedin.com/company/fibre2fashion" target="_blank"><img src="/brand-story/images/linkein-icon.png" alt="" width="24" height="24" border="0" /></a><a href="http://www.twitter.com/fibre2fashion" target="_blank"><img src="/brand-story/images/twitter-icon.png" alt="" width="24" height="24" border="0" /></a><a href="https://plus.google.com/+fibre2fashion/posts" target="_blank"><img src="/brand-story/images/gplus-icon.png" alt="" width="24" height="24" border="0" /></a><a href="http://feeds.feedburner.com/fibre2fashion/fashionnews" target="_blank"><img src="/brand-story/images/feeds-icon.png" alt="" width="24" height="24" border="0" /></a></div> </div> <div style=" float:right; width:46.2%; height:20px; color:#fff; margin-right:30%;"></div> </div> </div>   <script type="text/javascript"> (function (f, b) { if (!b.__SV) { var e, g, i, h; window.mixpanel = b; b._i = []; b.init = function (e, f, c) { function g(a, d) { var b = d.split("."); 2 == b.length && ((a = a[b[0]]), (d = b[1])); a[d] = function () { a.push([d].concat(Array.prototype.slice.call(arguments, 0))); }; } var a = b; "undefined" !== typeof c ? 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