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Agenda-setting intelligence, analysis and advice for the global fashion community.

H&M’s Big Bet on Fashion’s Elusive Middle

In an exclusive interview, CEO Daniel Ervér outlined his strategy to turn the Swedish fast-fashion giant’s greatest weakness — its positioning above Shein but below Zara in the category’s pricing hierarchy — into a strength. It all kicks off with a collection launching next month.
H&M fall 2024 campaign featuring Lilia Moss
H&M’s fall collection, the first assortment to reflect Ervér’s design directive, will be accompanied by a new brand campaign that celebrates the connection between fashion and music. (Sam Rock/H&M)

It’s become a truism in fashion that the middle-market brand — somewhere between Shein at the low end and Hermes at the top — is going extinct. H&M Group chief executive Daniel Ervér would beg to differ.

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Further Reading

H&M Aims for Faster, Stronger, Circular Business

The Swedish fast fashion giant posted a surprise profit in the first quarter, in part due to its increased stake in resale platform Sellpy. It offers a glimpse at how the company hopes to decouple its growth from impact.

About the author
Cathaleen Chen
Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

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