This report provides a strategic analysis of H&M, focusing on the impact of megatrends and external events on the company's global strategy. It examines key drivers of change, including sustainability, digital marketing, and the COVID-19 pandemic, and their effects on the fast fashion industry. The report assesses the plausible scenarios for H&M over the next five years, highlighting the emergence of automated technology, personalization, and the growth of online shopping. It also evaluates the potential impacts of future environmental forces, such as increasing online shopping trends, supply chain disruptions, and the rising demand for sustainable products, on H&M's business. The analysis concludes with recommendations for H&M to adapt to the changing landscape and achieve success in the coming years, considering the competitive pressures from other brands. References are provided to support the analysis.
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