While stores are closing in the U.S., European cheap chic retailers continue to seek growth in the U.S. market. H&M (STO:HM-B) and Primark (LON-ASB) are two that have plans to continue opening stores in the US. The cheap-chic business is primarily driven by millennials globally. Social media is key for this audience. They crave new fashion so they can show their style daily on Instagram, Snapchat etc. Therefore, this audience demands constant newness. Merchandise decisions