The "pressure is on" H&M to compete with the likes of Primark and Boohoo as the cost of living crisis hits customer shopping habits, an investment expert has said.
Susannah Streeter, senior investment and markets analyst at Hargreaves Lansdown, added that the chain needs to react to shoppers showing signs of trading down and hunting out bargains.
The warning comes as fashion giant H&M revealed plans to cut 1,500 jobs across its stores worldwide.
