Swedish retailer H&M experienced a modest 1% increase in sales in March following a lackluster performance in the first quarter, indicating a slow start to its spring and summer seasons. Despite increased marketing efforts aimed at enhancing the brand, the company has seen limited returns, with sluggish sales growth and reduced profitability. Sales for the December to February quarter reached 55.3 billion Swedish crowns ($5.52 billion), slightly below analysts' expectations. CEO Daniel Erver acknowledged the weaker-than-planned results but expressed confidence in the future, highlighting ongoing efforts to improve the product assortment and brand desirability. The company attributed the decline in profitability to heightened discounting and marketing investments, leading to a decrease in the operating profit margin. Erver, in his role for over a year, is focused on reviving the company's performance through strategic marketing initiatives and collaborations with popular figures like Charli XCX. Looking ahead, H&M aims to mitigate the impact on profitability from brand investments, with early signs of improvement in its women's wear offerings. Additionally, the retailer continues to engage renowned brand ambassadors like Tyla and FKA Twigs to promote its collections. H&M's strategy includes store renovations and a reduction in overall store count, with a current global presence of 4,213 stores, the lowest since 2016.