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Klädjätten attracted customers back – but the share price falls

the Customers looks to have found its way back to H&M, at least in comparison with last year's weak sales figures. Nils Vinge, head of investor relations at H&M, says that the process of change as it long hath been spoken, begin to bear fruit.

" We have a plan that facilitation is about making stronger collections. We are working to improve the experience both in store and online. We are looking to integrate the canals further for the customers to have both. It yields results, " he says.

of unsold goods, imbalances in the range, and delayed deliveries due to logistical problems in several key markets are some of the challenges H&M has had in the last year. During the last quarter was reported logistical problems have cost 400 million.

"We are investing in improving the capacity, in the automation and to make things even faster and more efficient," says Nils Vinge.

the Market's criticism has been hard on H&M. the Value of the share is about half of what it was in december three years ago, although it rose sharply after the company's last quarterly report. But despite Monday's increase in sales by 6 percent miss H&M analysts ' expectations, which on average was 6.5 per cent. The shares fell on the stock exchange.

" Actually, we think that a quarter is too short a period to make an assessment. The bets we make are long-term. We see that we are on the right path even if it is not visible very much in the results and the sales figures yet, " he says.

at the same time was the H&M share is not the only one to fall on the stock exchange on Monday. The uk e-handelskonkurrenten Asos slumped by 35 per cent after having announced that sales deteriorated sharply, according to Directly. German Zalando went down by 3.8 per cent and Marks & Spencer with 3 per cent.

problemperioden repeated the mantra that there is a long-term plan, as Nils Vinge re-confirm.

– the Financial markets are binary, either it is good or bad. It is very short-sighted and are looking at quarterly results rather than long-term developments and underlying factors.

– Where we have a benefit of having owners who think in generations rather than in quarters. With strong owners, there is the possibility to be long-term and the resources and the courage to dare to go forward, despite the fact that it is tough out there. It feels good. The most important thing is the entire industry change and customer behavior and expectations. It just goes faster and faster, " says Nils Vinge.

sparekonom at Danske Bank, points out that the clothing line gets increasingly easy to surpass the same period the year before.

Maria Landeborn, sparekonom at Danske Bank. Photo: Alexander Donka

– H&M has been selling poorly for several years, so comparative figures will be easier when you look at what has happened in a year. But it is just a record so you don't know how much that has reats out during Black Friday, Cyber Monday and the like, " says Maria Landeborn.

During the last quarter, H&M online sales by 32%.

– Continue to keep such a high rate of sales, it also contributes to the sales increase will be better, " says Maria Landeborn.

Read also: the Fashion industry wants to take action to reduce climate change

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