“The student project Enhancing H&M’s Demand Sensing Process has been awarded Best Company Project in the Applied Retail Track 2024. Accurate demand forecasting is critical for large fashion retailers like H&M, with even minor improvements yielding significant economic benefits. Based on theory, literature, and interviews with customers and experts, the students develop an enhanced demand sensing model. They propose evaluating products using a grid of two dimensions: commercial value and trend value, derived from both internal and external data. This innovative approach provides valuable insights for assortment decisions; even if not fully implemented, it is useful as a basis for discussions and decisions regarding the assortment. Congratulations to the authors on this well-deserved recognition!”