H&M can grow sales and still lose the room, and that is the odd picture in fresh market share by age data from Consumer Edge. The retailer reported * per cent growth in local currencies in the third quarter, yet its market share is slipping in every age group. So, who is keeping the tills ringing, and why are fewer people reaching for H&M first?
The dips look small month to month, but they are consistent. Compared with a year ago, H&M&#**;s share is lower amongst **–**, **–** and **+ shoppers, with the oldest group taking the biggest hit. According to Consumer Edge, the **+ share has averaged **.* per cent between January and August, against **.* per cent in the same stretch of ****.
That would be a shrug if the whole market were sinking. It is not. Zara is holding or growing whilst Uniqlo is sprinting, which makes this less about a moody shopper and more about who wins the “where do I go first” decision.
