JPM sees European luxury sector staying soft in Q2
** J.P.Morgan expects Q2/H1 results to confirm relatively soft trends for the European luxury sector, broadly in line with Q1
** Broker sees muted growth, margins under pressure for most players except for Italian luxury puffer jacket maker Moncler MONC.MI thanks to its different timings of marketing, and luxury group Prada 1913.HK
** Sees material downside risk at Swiss watchmaker Swatch UHR.S, German fashion house Hugo Boss BOSSn.DE, and to a lesser extent LVMH LVMH.PA, Burberry BRBY.L and Kering PRTP.PA
** Shares in Swatch are up 1% but down 18% so far this year, Hugo Boss is up 2% and down 39% YTD, while LVMH and Kering are both up around 2% and down 1.4% and 15% YTD, respectively; Burberry is up around 1% and down 38% YTD
** Prada is likely to be a "real standout" on margins this reporting season, JPM says, adding it's the only name it continues to see material upside to consensus going into H2
** H2 earnings revision are still skewed to the downside, JPM says, pointing to slower pace of re-acceleration than current consensus expectations
** "We think the comments on exit rates will likely be a very important focus given the easing comp base from June and the need for signals of re-acceleration to underpin the current H2 expectations" - JPM
Reporting by Anna Pruchnicka
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