H&M reported a modest increase in second-quarter profit, indicating a strategic pivot under CEO Daniel Erver towards trendy, fashionable collections rather than solely focusing on sales growth. Although sales fell short of expectations, the company's shares rose as investors responded positively to the profitability. H&M anticipates a 3% sales increase in June, recovering from a previous decline. Popular items include gingham and check patterns, driven by initiatives on social media. However, consumer sentiment in the U.S. may be hindered by trade tariffs, necessitating competitive pricing to meet price-sensitive buyers amidst economic uncertainty.
H&M's profitability has improved in the second quarter, even as sales fell, reflecting CEO Daniel Erver's strategy to focus on current fashion trends.
The company reported a slight rise in expected sales for June, an improvement over last year's decline, showcasing positive consumer reception despite market challenges.
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