From the article posted by shadow

H&M outlined the buildup in its latest quarterly report on Tuesday, prompting questions of whether the company is able to adapt to the fierce competition and changing consumer demands in reshaping the global apparel market.
fierce competition? Inditex (owner of Zara)

changing consumer demand? when people see new clothes on instagram endorsed by influencers they want the clothes asap

companies that put new styles in stores quickly will win

Signs of the brand’s expanding unsold inventory began emerging last year, when it reported an unexpected quarterly drop in sales. The decline was the first in two decades,
because they're too slow

their supply chain

by the time new clothes reach their stores, out of style na

main global competitor Inditex is faster

“The rapid transformation of the fashion retail sector continues,” he declared.
acknowledging they're getting left behind

“As communicated previously, the start of the year has been tough. 2018 is a transitional year for the H&M group, as we accelerate our transformation so that we can take advantage of the opportunities generated by rapid digitalization.”
rapid digitalization

see on instagram, buy on ASOS