Comprehensive SWOT Analysis of H&M Company

The company has been successful over the years, but it faces several challenges in the current competitive environment. In this article, we are going to perform a SWOT analysis of H&M to assess its strengths, weaknesses, opportunities, and threats. So if you are looking for a swot of H&M, stay tuned.


SWOT Analysis of H&M Summary
  • Effective fast fashion business model
  • Global presence in 74 countries
  • Affordable pricing
  • Diverse product range and brands
  • Valuable brand reputation
  • Strong online presence
  • Efficient supply chain
  • Lack of original designs
  • Ethical issues with fast fashion
  • Over-reliance on outsourcing
  • Controversies and scandals
  • Enhancing e-commerce capabilities
  • Expanding brands through M&A
  • Targeting developing country markets
  • The COVID-19 pandemic disrupting operations
  • Highly competitive fast fashion industry
  • Constantly evolving fashion trends
  • E-commerce enabling new entrants
  • Rising labour costs
  • Currency exchange rate fluctuations



H&M is known for selling fashionable apparel. It has a wide range of options for everyone, and most of its customers are primarily young. There is a reason why Hennes & Mauritz AB (H&M) is regarded as the second biggest fashion retailer in the world. The company’s fast-fashion strategy gives it a big edge over its competitors and has helped it do well.
Many people are surprised to learn that this firm does not produce its own clothing.

For all of its global reach, H&M has no in-house manufacturing capabilities and instead relies on high-quality Asian vendors for its goods.
This is the key to its ability to keep a continual stream of new items coming out at an incredible pace and at a reasonable price. More than 65 years ago, the company grew from a small store in Sweden to a recognized fashion retailer with hundreds of locations on six continents.

For the purpose of this article, we are going to share with you some of H&M’s strengths, weaknesses, opportunities, threats, and other internal factors that have contributed to the development of the company.

SWOT Analysis of H&m


SWOT Analysis of H&M


Effective Technique

The retail fashion industry relies on excellent selling methods to increase inventory turnover. H&M utilizes the fast fashion concept, which provides a creative design with the most recent fashion trends. Using this method, items can be quickly moved from the designer’s table to the sales floor.

Global Presence

H&M sells its clothing in 5,076 locations throughout 74 cities on all six continents. The company’s worldwide operations decrease risk and improve long-term sustainability. It has different locations in North America, Europe, Asia, Africa, Australia, Latin America and many more.

Fair Price

Price is important regardless of the item. It utilizes the adaptability and expense of the fast fashion business model to give superior products at a lower price. Right now, the firm aims to become the most sustainable fashion retailer.

Varieties of goods

Consumers are attracted to the greater product diversity of the company. It has different brands, such as H&M Home, Cheap Monday, and ARKET. They all sell different things, like clothes, makeup, shoes, blankets, pots, candle holders, and so on.

Valuable brand

Since its inception, H&M has centred its business operations around the client. This has allowed the business to establish a valuable brand. The brand was recognized as the 58th most valuable company in the world in 2019.

Strong Online Channels

In a digital era like this, businesses that adapt and utilize the internet more efficiently have a significant competitive edge. H&M has a robust online presence with a wide audience across several channels. This has helped the brand to generate e-commerce sales.

An Efficient Supply Chain

Global businesses need an efficient supply chain in order to interact with their suppliers and customers more efficiently. The NextGen supply chain of H&M is extremely efficient and it has added more reputation.


Lack of creativity

As a result of its fast-fashion business strategy, H&M primarily relies on the latest trends and designs from other businesses for its items.
This circumstance prompts critics to describe the brand’s products as not only unoriginal but also unattractive. There is no creativity in the brand’s items that may attract celebs, as everything it produces has already been done.

Ethical Issues

People frequently express several ethical concerns with the methods of fast fashion firms.
These issues stem from the notion that it is immoral to take ideas from other firms to begin with.

Outsourcing has become overly reliant

The fact that all of H&M’s items are manufactured outside the company presents a matter of controversy. These manufacturers are very important to the success of the brand, and if they stopped making things, it would have a direct effect on sales.


With businesses like H&M, there’s a growing tendency for controversy around their items. Customers abandoned H&M and its brands in 2018 when a racist marketing strategy was exposed.

H&M’s Opportunities

An Improved E-Commerce Plan

When the outbreak started and individuals were compelled to stay at home, the internet market grew even faster, as more people found the convenience of online ordering.
The internet market is expanding at an unprecedented rate, but although H&M currently has a user-friendly website, more work has to be done.

Expansion of a Brand

As a high-end fashion company, H&M has a lot of followers. There’s a chance it’ll lose clients and revenue if it starts selling things like used clothes and athletic equipment. However, mergers and acquisitions are a viable means of expanding the business.

Developing Countries

H&M, for example, caters mostly to the upper class. On the other hand, the company would benefit from looking into new areas that could bring in money.


Worldwide Pandemic

In order for international firms like H&M to thrive, they must maintain a steady supply of raw materials and finished items. Lockdowns and quarantines have, for instance, impaired the supply chain operation of the company.

This has obviously harmed H&M’s productivity and revenue. This growth plan cannot be used immediately since H&M is closing physical shops and transitioning its retail operations online.

Huge Competition

The fast fashion business has been increasingly competitive in recent years, and H&M must come up with a new strategy to stay on top of it. Among the most popular labels are Zara, Gucci, Macy’s, and Gap. Rivals of H&M try to increase their share of the market and decrease the demand for their products.

Evolving fashion trends

The fashion business is always evolving, and this is especially true of the sector’s products. Changes in fashion have been expedited in part due to the widespread use of social media. If H&M doesn’t keep up with the latest fashion trends, it will fall behind in business.

E-Commerce allows new entrants

E-commerce is both a benefit and a danger to well-known firms like H&M since it allows emerging brands to compete in the same market as established brands, which might have a negative impact on their company.

Rises in the cost of labour in industrialized nations

The rising cost of labour affects the industry’s manufacturing costs. The company’s profitability is negatively impacted by these rising costs.

Changes in the foreign exchange market

However, the majority of H&M’s revenues originate from developed economies like Europe and America, where the company’s reporting currency is the Swedish Krona (SEK). The possibility of a rising currency exchange rate could hurt the ability of a business to make money.


Who is H&M’s biggest competitor?

Zara, Macy’s, UNIQLO, Boohoo UK, Gap, Abercrombie & Fitch, Inditex, Arcadia, and Fast Retailing are among H&M’s competitors.

What is H&M most known for?

H&M is a Swedish multinational clothing retailer known for its fast-fashion apparel for men, women, young teenagers, as well as children.

What does H&M stand for?

It stand for Hennes & Mauritz

Who is H&M target customer?

H&M targets both low-income and high-income consumers. That is to say, both middle-class and upper-middle-class people can see themselves using the company’s products.

Why is H&M unique?

H&M is distinguished by its innovative marketing strategies and rapid production speed. It is one of the most widely recognised fashion brands in the world. The success of the brand is attributable to unique factors that set it apart from competitors.

What makes H&M different from its competitors?

As a means of attracting and retaining customers, the H&M brand focuses on making their high-quality goods more affordable. In contrast to the majority of their competitors, they are well-known for frequently providing substantial discounts.

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