Data: Primark and H&M results show fashion’s fortunes are on the up

Primark Birmingham

After a tough year for the fashion industry, strong updates from Primark and H&M show that the category is beginning to emerge from the Covid doldrums. 

Fashion’s fortunes have been downtrodden over the past year as shoppers moved discretionary spend away from clothing to other categories, such as home and DIY and electronics, throughout the pandemic.

Sales of lockdown-friendly categories such as activewear and leisurewear soared, while pre-pandemic staples such as footwear and formalwear fell by the wayside.

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