- Kristopher Fraser |
Yes, certainly by now we've all heard that fast-fashion is dying, specialty stores aren't doing too hot, the retail sector just had it's winter of discontent, etc. Well, all that negative talk has meant nothing to U.K. fast-fashion e-tailer Boohoo, because they have their sights set on finally coming to the U.S. They have launched a new campaign signaling that they certainly want a piece of that American pie.
Their campaign is set to launch in a few weeks this month and features actress Bella Thorne, DJ Hannah Brofman, rapper Angel Hazel, and model Chloe Norgaard. In terms of their competition, Boohoo will have it pretty tough. The overwhelming majority of the brand's clothes are priced under 100 dollars. Their main competitors include Forever 21, H&M, Asos, and Topshop.With stores like H&M promising to open one store a day globally throughout 2015, it's going to be quite the project for Boohoo to keep up, but, they are already making all the right moves to make sure that their brand will be able to thrive in the American market. The campaign will mostly focus on digital advertising, but, they have taken out ad pages in Nylon and Teen Vogue.
Given the brands incredible success in the U.K., they haven't really focused on the American market until now, but, they have finally recognized the potential their brand could have in the U.S. Despite never having an aggressive marketing campaign here, the U.S. is still a large bulk of Boohoo's market ranking as their third largest market in terms of revenue. The company already offers express and standard delivery to the U.S. as part of their first efforts to try and grow their brand in the U.S. They also plan on launching next-day shipping as well.
Fast-fashion lives to see another day. Just when it seems like their star is fading it shines bright again. It'll be interesting to see how much Boohoo stirs up the retail pot in America with competition in the fast-fashion category getting so tough.