Macro-Environmental Scanning of H&M

Author(s)	Hannah Mary Charles
Country	India
Abstract	This study examines the macro-environmental factors influencing H&M and the ways in which these external forces shape the company’s business strategies and competitive position in the global fashion industry. The analysis applies the PESTLE framework to political, economic, social, technological, legal, and environmental factors, alongside a SWOT analysis of the company’s internal strengths and weaknesses and its external opportunities and threats. The study also considers consumer perceptions and purchasing behaviour through survey results. The findings highlight the influence of global supply chains, inflation, changing consumer preferences, digital transformation, regulatory expectations, and sustainability concerns on H&M’s operations. The survey further indicates the importance of balancing style, quality, affordability, and environmental responsibility. The study concludes that continuous macro-environmental scanning is important for identifying risks and opportunities and for supporting strategic decision-making in a changing fashion retail industry.
Keywords	H&M, Macro-Environmental Scanning, PESTLE Analysis, SWOT Analysis, Fashion Retail, Sustainability
Field	Business Administration
Published In	Volume 8, Issue 6, November-December 2026
Published On	2026-11-10

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