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It’s been just over a year since H&M announced a surprise change in leadership, ousting pandemic-era CEO Helena Helmersson and appointing company veteran Daniel Ervér in her stead.
Ervér’s challenge was to rejuvenate sales at the world’s second-biggest publicly traded fashion retailer, which had become stuck in a squeezed middle market between low-priced Shein and more premium Zara. His solution: make H&M cool again.
This fall, the brand launched a high-octane marketing campaign…
