### **Paraphrased Summary:**

H&M is facing significant challenges in its turnaround strategy as it finds itself caught between two major competitors: the ultra-low-cost retailer Shein and Zara, which is moving further upmarket. The company’s first-quarter earnings fell short of already modest expectations, signaling ongoing struggles to reposition itself effectively in the fast-fashion landscape.

### **Trailer Paragraph:**

**”Can H&M Survive the Fast-Fashion Squeeze?”**
Once a dominant force in affordable fashion, H&M is now battling for relevance in an increasingly competitive market. With Shein dominating the budget-conscious segment and Zara elevating its brand, H&M’s latest earnings reveal a troubling gap between ambition and reality. Will the Swedish retailer find a winning strategy, or is it destined to fade into the background? The clock is ticking.

*(Note: The original text appears to be a snippet from a Business of Fashion article. The paraphrased version maintains the core message while the trailer adds a dramatic, engaging hook to draw readers in.)*