This presentation analyzes the trends impacting H&M's performance in the global fast fashion industry. It identifies digital marketing as a major driver of change and evaluates megatrends like sustainability, alongside disruptive external events such as COVID-19. The presentation explores plausible five-year scenarios for H&M, including the emergence of automated technology, personalization, and online shopping. It further discusses the potential impact of these future environmental forces on H&M's business, highlighting both opportunities and threats, such as increasing online shopping trends, supply chain disruptions due to the pandemic, and the rising demand for sustainable products. The conclusion emphasizes the importance of awareness regarding megatrends and external trends for H&M to achieve success in the coming years.
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