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H&M Shares (STOK: HM-B) Gap Down As Firm Expects Turbulent Sales Period Ahead

Analyst Team trader
Updated 27 Jun 2024

H&M shares (STO: HM-B) have taken a remarkable one day turnaround, with the 52 week highs achieved yesterday already long gone. After closing at 194.65 SEK, the stock price gapped down this morning, opening at 171. Despite seeing a small uplift through the trading day so far, HM-B has lost 11.76% as we enter the final couple of hours of trading. Why the sudden shift in sentiment?

The global fashion giant and the world's second-largest fashion retailer recently reported an uptick in sales and profits for its second fiscal quarter. However, the company has alerted stakeholders that sales for June might face adversity due to unfavourable weather conditions.

Consistent with its business model, H&M has been leveraging its vast store network and online presence to boost sales figures, competing closely with industry rivals such as Zara-owner Inditex. Yet, despite the positive performance in the second quarter, the forecasted sales dip has spurred H&M to caution about its short-term earnings outlook, emphasising the direct impact of seasonal weather changes on consumer shopping behavior and fashion retail at large.

It's an industry-wide acknowledgment that the fashion sector is highly sensitive to meteorological factors; a particularly cold or wet season can significantly hinder sales of seasonal lines, which in turn impacts stock levels and pricing strategies. Consequently, retailers like H&M need to remain agile, adjusting their inventory and marketing initiatives swiftly to mitigate the impact of these unpredictable elements.

While discussing the sales warning, H&M did not provide specific figures on the expected hit to its revenues. Nonetheless, it's clear that after a favorable second quarter, H&M is facing headwinds that could impede its momentum going into the next season.

The challenges H&M faces are not limited to the weather. The fashion industry is grappling with a variety of issues, including disruptions in the global supply chain, increased competition from online and fast-fashion brands, and rising production costs. Sustainability concerns are also prompting companies to rethink their operations and product lines to meet new consumer standards.


Despite these hurdles, H&M has been making strides in various areas, such as its sustainability initiatives and digital expansion, to stay competitive and resonate with its clientele. These steps are vital for the company as it navigates through the fluctuating demands of a rapidly evolving retail landscape.

As H&M heads into a potentially tough summer, industry observers will be watching closely to see how the company, and the broader fashion retail sector, cope with the seasonal variations and ongoing market challenges. It's a reminder to both investors and consumers that beyond the latest styles and store experience, the elements above can have just as much influence on this industry's success or struggle.

Investors and analysts continue to keep a cautious eye on retail forecasts, understanding that despite a retailer's strengths and strategies, sometimes external factors such as weather conditions can have a sizable impact in ways that neither advanced planning nor operational efficiency can fully anticipate or offset.

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The AskTraders Analyst Team features experts in technical and fundamental analysis, as well as traders specializing in stocks, forex, and cryptocurrency.