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ASOS is an online-only retailer, and Inditex has managed to ramp up its digital sales. But H&M, which also owns brands like Cos, & Other Stories and Arket, has fallen behind the pack. Analysts have been downbeat on the Swedish company’s outlook. Rahul Sharma, founder of Neev Capital, called H&M “a slow-motion wreck” after the release of the first-quarter results. Analysts at the Swiss bank UBS said in a note to investors this month that they had come away from an H&M presentation in November “with no clear view on why focus on the core customer had been lost, and what was being done to fix it.” H&M has insisted it has a plan, saying it would slash prices to reduce the stockpile and slow its expansion in stores . It said it hoped its online business would expand 25 percent this year. Still, Mr. Persson, a grandson of H&M’s founder, acknowledged that the rapid transformation of the industry was weighing on his company. “The start of the year,” he said, “has been tough.” Follow Elizabeth Paton on Twitter: @LizziePaton .
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