STORY: Europeans might have enjoyed September's warm weather, but H&M did not.
The Swedish retailer blamed unusually hot weather for delaying the start of the autumn shopping season.
And for sending sales lower in September.
H&M said sales this month would be down a tenth year-on-year.
That compares with its chief rival - Zara owner Inditex - which reported sales between August and mid-September - as being up 14%.
The drop-off is a blow to the world's second-largest fashion retailer as it tries to turn its performance around and compete with Inditex.
But although September proved a difficult month, operating profit in the June-August period, the Swedish group's third quarter, jumped to $431 million.
That was well up from last year and slightly above forecasts.
Overall, investors were pleased with the numbers coming out of H&M Wednesday (September 27), driving shares 5% higher in early trade.
H&M stuck to a goal of raising its operating margin to 10% next year.
It also said its cost-cutting program was continuing "at full speed."