Is H&M missing the omnichannel bandwagon?

H&M has been famously late to the table developing its own e-commerce site from which it can sell merchandise. There continues to be a lot of debate (including on RetailWire) about whether the company is missing the boat, or smart to focus on physical store expansion. Here’s a recent comment:

H&M is competing globally against the likes of Zara and Uniqlo. It’s understandable that the company’s focus is on brick and mortar expansion, and especially getting the content right in each country where it operates.

Still, given the overall maturing of brick and mortar retail (at least in the U.S.), it looks like a good time for H&M to redouble its move toward a true omnichannel strategy.

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