* Comparable sales fall 5 pct vs +0.4 pct forecast in
* Total sales +4 pct vs consensus +9 pct
* Analyst cites weather, European consumer gloom
(Adds detail, analyst)
STOCKHOLM, Nov 15 Hennes & Mauritz, the
world's second-largest fashion retailer, reported an unexpected
5 percent fall in comparable sales in October as it suffers from
weak demand in crisis-hit Europe.
The fall in October sales in stores open for more than a
year in local currencies compared with the average forecast in a
Reuters poll for a slight rise of 0.4 percent.
Total sales, which includes new store openings, rose 4
percent, less than the 9 percent forecast in the poll. October
is the second month of its fiscal fourth quarter.
"It's a very weak figure," said Cheuvreux analyst Daniel
Ovin of October sales, which on a like-for-like basis came after
a rise of 6 percent in September.
"I think the explanation lies in the fact it's been an
unusually warm autumn. There is also a negative calendar effect,
and we know consumers have been weak for some time."
October total sales were the weakest since April, when they
were down 1 percent. In September, total sales grew 15 percent.
H&M has most of its business in Europe, where a sovereign
debt crisis and austerity measures have dampened demand.
Apparel sales in Germany, H&M's single biggest market, were
down 4 percent in October, according to industry data.
H&M said it had 2,715 stores at the end of October, up from
2410 at the end of the same month last year.
(Reporting by Anna Ringstrom, editing by Patrick Lannin)