H&M is a Swedish fashion brand that has been known globally. It is known for its fast fashion for women, men, teenagers, and children. During the COVID-19 situation, H&M made a lot of movements that help them to maintain their sustainability and minimise losses. They focused on the health and safety of the customers and employees to make sure they feel comfortable and safe while working and shopping. Furthermore, H&M improve their performance by giving the customers flexibility. During the pandemic, customers could go online to purchase. The customers also could choose how they want to purchase the products. Next, H&M ensure they are fixing the issues that made the loss. They identify the strategies that could help them to make profit and overcome the COVID-19 situation. H&M has also innovated its products. They produced products related to PPE (Personal Protective Equipment). During the pandemic, many people do not want to interact with others. Thus, H&M adapted the online purchase to let its customers buy the products.