H&M shares plunge 14% as competition; costs hit profits

Shares of Swedish clothing giant H&M fell by 14% on Thursday after the release of weaker-than-expected second-quarter results. The company also warned that achieving a 10% profitability target this year would be more challenging than anticipated.

As reported by the Wall Street Journal, H&M (Hennes & Mauritz), one of the world's largest publicly traded clothing chains, experienced a significant drop in share prices on Thursday. The reason was investor disappointment with the second-quarter financial results and pessimistic forecasts for the near future. The company, listed on the Stockholm Stock Exchange, lost value, reflecting growing concerns about the condition of the entire clothing sector.

In the second quarter, H&M achieved an operating profit of 648 million U.S. dollars, lower than analysts' expectations of 676 million U.S. dollars.

The company admitted that achieving the assumed operating margin target of 10% in the current financial year has become significantly more complicated. Analysts had already questioned this target, pointing to several unfavorable market factors.

Among the main challenges that H&M faces are the declining purchasing power of consumers, rising operating costs, and increasing competition. The growing position of new players in the e-commerce industry, such as the Chinese giant Shein, which is aggressively gaining market share, is particularly highlighted. These factors negatively impact H&M's margins and growth potential, which is reflected in investors' reaction.

H&M also admitted that the beginning of the third quarter did not bring the expected improvement. The company warned that June sales might be lower than in the same period last year, further fueling investor concerns about the company's future financial results. This information suggests that H&M's problems may be long-term and not limited to just one quarter.

Market experts emphasize that H&M must revise its business strategy. The company needs to find a way to increase operational efficiency and improve margins in a challenging market environment. Further investments in online channels and optimization of the physical store network may prove crucial in better responding to changing consumer preferences.