This report provides an analysis of strategic management in H&M, focusing on the external and internal environment, strategic options, and future strategic direction. It discusses the background of H&M, its global presence, and the fast fashion industry. The report also examines the use of strategic tools such as PESTLE analysis, Porter's Five Forces, VRIO analysis, and SWOT analysis to evaluate H&M's strategic choices. It concludes with recommendations for H&M's future strategy.