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The Inflation Boost: How Mainstream Retail Companies Thrive in Challenging Times

Elisa Amar

Inflation, a dreaded word for most investors, has sparked widespread concerns across various sectors. While it undeniably presents challenges, there is a silver lining for mainstream retail companies. Today, we delve into the realm of fashion retail giants like Zara and H&M, witnessing firsthand how inflation has paradoxically propelled their success. By combining on-the-ground observations in London with compelling data, we shed light on the surprising impact of inflation on these retail powerhouses and explore the factors contributing to their rising share prices.

Inflation hit past 100% in February 2023 for the first time since 1991. Now let’s look at Zara’s holding company Inditex and H&M share prices since then:

The Retail Phenomenon in London:

As a seasoned investor traversing the vibrant streets of London, I couldn't help but notice the bustling crowds flooding stores like Zara and, in particular, H&M. These fashion retail giants, known for their affordable yet trendy offerings, stood out amidst the challenges posed by inflation. The sight of long queues and shelves cleared of merchandise piqued my curiosity and compelled me to dig deeper.

The Rise of the Inflation-Proof Retailers:

Examining the financial performance of Zara and H&M reveals a fascinating trend that defies conventional wisdom. Despite the adverse effects typically associated with inflation, both companies have witnessed significant growth in recent times. Let's delve into the reasons behind their success:

Pricing Strategies: With inflation eroding purchasing power, consumers seek value for their hard-earned money. Zara and H&M have mastered the art of offering affordable fashion, resonating with a broad customer base. By focusing on cost-conscious consumers, these retailers have become go-to destinations, attracting hordes of shoppers seeking trendy clothing without breaking the bank.

Adaptive Supply Chains: The ability to swiftly respond to changing market dynamics is a crucial factor in the success of these retail giants. Zara, renowned for its fast-fashion model, excels in this regard by employing an agile supply chain, allowing it to capitalize on emerging trends and deliver fresh styles to stores rapidly. H&M, too, has embraced a similar approach, ensuring that its shelves are constantly stocked with enticing merchandise.

Offline Shopping Experience: While online retail continues to soar, brick-and-mortar stores remain relevant, offering an unparalleled shopping experience. Zara and H&M leverage their physical presence to create engaging environments that lure customers with enticing displays, interactive spaces, and the opportunity to touch and try on products. In an era dominated by online shopping, these stores have harnessed the power of sensory experiences, driving footfall and boosting sales.

Data Speaks Louder Than Words:

Now, let's back up our observations with hard data that underscores the positive impact of inflation on mainstream retail companies:

Zara: Inditex, the parent company of Zara, reports a strong Q1 performance with 13% sales growth and 14%increased gross profit to €4.6bn.

H&M: H&M Group saw a 6.9% after second-quarter revenue exceeded pre-pandemic levels. This growth can be attributed to its ability to attract cost-conscious consumers seeking value for their money.


Inflation, often perceived as a menacing force, has emerged as an unlikely ally for mainstream retail companies like Zara and H&M. By capitalizing on pricing strategies, agile supply chains, and the allure of brick-and-mortar experiences, these retailers have defied expectations and experienced notable growth. As an investor, it is essential to recognize and capitalize on such trends, acknowledging that even in the face of adversity, opportunities for success can arise. So, while inflation may cast a shadow of uncertainty across various sectors, it undeniably shines on other sectors.

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