A general appearance of H & M fashion retail stores in Oxford Circus in London, England on January 9, 2025.
John Kieble | Getty Image Znow | Getty Image
Stock H & M On Thursday, the second retailer in the fourth quarter reported that it was slightly better in operating profit over the year, but dropped by more than 5 % after missing sales forecasts in the fourth quarter. 。
The Swedish fashion giant has recorded operating profit of 17.3 billion Sweden ($ 1.57 billion) in 2024 in response to 17.2 billion Sweden’s Chrona prediction by Analysts in LSEG’s opinion polls.
The fourth quarter operating profit was predicted by 4.2 billion Sweden Chrono Analyst for 4.6 billion Swedish Chrono.
On the other hand, sales were 621.9 billion Chrona in the fourth quarter, less than 63,480 million forecasts in Reuters’ opinion polls, but increased by local currency by 3 %. In 2024, sales increased by 1 % with local currency arriving in Crona in Sweden, Sweden.
The company stated that the lack of sales was partly due to the occurrence after the Black Friday, but said that sales were carved in a positive start for the new fiscal year in December and January.
Stocks have reduced losses to fall 1.49 % by 8:40 am in London time.
“Sales and operating income increased in the fourth quarter. Powerful online sales, popular female fashion collections, effective cost control. By focusing on core businesses and providing them to the plan, long -term and revenue “CEO DANIELVER is stated in a statement with the result.
In anticipation of the ahead, Elbert expects to put pressure on consumers in 2025, and the company is fully arranged to deal with the “negative external” effects in international trade. And added.
“While continuing to challenge macroeconomic conditions and geopolitical uncertainty, it may affect consumer sentiment in 2025, but some positive, such as inflation and interest rates. There are signs, “he said.
“Our diversified supply chain gives the flexibility necessary to alleviate the negative external impact in various markets. This is our business idea -fashion and the best. Create a strong recovery in a price and position us for growth.
H & M is struggling to compete between rival ZARA owned by InditeX and low -cost retailers, such as Shein, a Chinese fast fashion.
In September, the company abolished the profit margin target in 2024, and intensifying competition reached its third quarter operating profit.
The results show the latest test of CEOERVER, which was appointed in January 2024 to accelerate the group’s turnaround.
