If we look at the business indicators in relation to one another, it becomes evident that H&M is struggling post the year 2015 in terms of revenue and profit. Wait! Before you get blindsided, I’ll give you the full picture so that you understand what is wrong. In fact, their business grew by 4% in 2017. H&M, the Swedish fast fashion giant which has 71 years of history and a global presence in 69 markets with 4700 physical stores and 45 online markets has all these components mentioned above in its DNA. The trend, affordable prices, and constant range refreshment.

The whole fast fashion thrives on three main components. Of course, this affordable trendy product came at a price of lower product life which not only fuelled consumerism and but also paved the way for the habit of 'churn and burn' or a new segment of 'disposable fashion'. This classification was working perfectly fine as it functioned on the simple principle of 'Trendier the product, higher is the price.' Then came Inditex with the concept of fast fashion by 1980's which primarily worked on defying the principle mentioned above and started selling the runway look-alike products which were trendy, at a spec of the price of the luxury designer labels. To cut a long story short, at the bottom of the pyramid are the more generic products which are priced lower, and at the top of the pyramid are the highly fashionable, designer products that are priced higher. It’s a blessing.The above pyramid is an explicit graphical representation of how fashion products used to be classified before.

“I’m blessed that I’m living now and breathing, and getting to be in these beautiful places, and now I get to open the eyes of my daughter to see it too. I don’t really think too much into the past,” she added. She pointed out that Paris has become a home away from home for her, as she started traveling there to work at the age of 16. “I take my daughter to all of them because it’s great for kids to know and to see and to understand-and just to see shapes and colors.” “It’s a constant reeducation of the mind and the eyes,” she said. Now Campbell is getting ready for spring/summer fashion week later this month in Paris, and she said she can’t wait to take her daughter to see some of the art in the city’s famous museums. “My mother used to buy H&M for me when she lived in Europe, in Switzerland and then Italy. My very first H&M commercial, I think, was 20 years ago,” she said, referencing a series of sultry 2004 ads for the retailer. “It’s always fun doing an H&M commercial. She said she likes to work with H&M because she has a nostalgic connection to the brand.

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