Nov.15 - The world's second largest fashion retailer reported an unexpected 5% fall in comparable sales in October, for stores open longer than a year. Analysts blame the euro zone crisis and warmer weather. Joanne Nicholson reports
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Five percent is today's daily digit in Europe.
That's how much sales at the world's second largest fashion retailer, H&M, fell in October - at stores that have been open for more than a year.
The Swedish chain posted a 6 percent RISE in sales for September.
The crisis in Europe is the route cause of the weak figures, and it's in Europe where H&M does most of its business.
Analysts say an unusually warm autumn is also to blame.
The figures were boosted by new stores - but at four percent even total sales were well down on 9% expectations.
H&M has opened 300 stores since October last year .
Its latest designer collection - a collaboration with French fashion house Maison Martin Margiela - was launched as results came out and was heading for a sell out.
But shares were down three and a half percent after the five per cent drop was released.
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