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H&M prepares for hotter and longer summers as Europe is stricken by a heatwave

H&M's CEO Daniel Erver announced on Thursday that the retailer is adapting its clothing and marketing calendar in order to account for longer, warmer summers. This comes as Europe was gripped by a deadly heatwave for the fourth day.

Erver said that H&M will design autumnal collections using lighter materials in order to appeal to shoppers as temperatures continue to rise until September. In an interview, Erver said that "we see the trend that summer is longer." "If it's 35 degrees in August (Celsius) or even 35 degrees in September, you want to update your wardrobe." The unseasonably warm weather that has continued into the back to school season, when stores traditionally start selling coats and jackets, has caused retailers' carefully planned marketing and sourcing schedules to be disrupted. This led to overstocks in recent years.

Erver, a H&M spokesperson, said that the company needs to have a "material mix" that is suitable for hot weather, especially in parts of southern Europe, Asia, and the United States.

SHORTS AND T-SHIRT TOPS Retailers around the world have to adapt to an increasingly hotter, more unpredictable climate. Global warming has disrupted supply chains and impacted consumer spending.

Erver stated that "shorts, tank tops and linen are all important when there is a heatwave." "In a short period of time, consumers are very affected by weather changes."

He was careful not to 'extrapolate any broader sales impact,' saying that the fluctuations are short-term. H&M said that its overall June sales are expected to be flat in comparison to last year.

H&M has been trying to boost its sluggish growth but the results are slow to show. It struggles to compete with cheap online retailers such as Shein, and Inditex's Zara, at the higher end of fast-fashion. Reporting by Greta Rose Fondahn and Helen Reid, with editing by Milla Nissi-Prussak.

(source: Reuters)