Sales at H&M fell 3% on a like-for-like basis in July compared to a 3% increase for the same month last year.
Total sales at the Swedish fashion group grew 7% in local currencies for the month.
“This is slightly worse than expected but no drama,” one analyst told Reuters. “H&M is not as active as its competitors when it comes to markdowns, which is bad for like-for-like sales but good for margins.”
On July 31, H&M had 1,828 stores compared to 1,601 on July 31.