Charli XCX and Boohoo are teaming up to take on the U.S.
The 23-year-old singer has signed on to create three apparel collections with the British e-commerce site over the next 18 months, starting with a capsule for the holiday season. The initial range, which will have 20 pieces and go on sale Oct. 26, will be followed by more comprehensive spring and fall collections next year.
Carol Kane, Boohoo.com chief executive officer, said the line’s look is “very Nineties” and includes fitted knits, coordinated sets and shift dresses that will all range for under $100.
“She is a bodycon gal, she’s got her own style,” Kane said of Charli XCX, who has 1.3 million followers on Instagram. “She’s doing all fabric selection and putting her own stamp in it. It’s the first time we’ve done it in this way.”
Kane said Boohoo chose to partner with Charli XCX in part because it is making a big push in the U.S and the singer has a bigger fan base in the States than in her native U.K.
The U.S. is Boohoo.com’s fastest-growing market and Kane said sales have been increasing steadily month-over-month, largely due to a recent “We are U.S.A.” campaign that kicked off in the spring and featured the likes of Bella Thorne, Angel Haze, Hannah Bronfman and Chloe Norgaard. Currently, 65 percent of the company’s revenues come from the U.K., with the remaining sales driven by the rest of Europe, Australia and the U.S. Kane declined to say exactly how much of the business comes from the U.S.
“Everything in the U.S. is about the influencer — more so than in any other market,” said Natalie McGrath, vice president marketing , North America, at Boohoo.com. “Here, your influencer really impacts sales. The celebrity piece is driving our marketing here. You have your influencers [in the U.K.], but the media channels that drive awareness — like TV — are more powerful.”
The company does very little print advertising in the U.S., with its marketing spend predominantly focused on social media advertising and partnerships with influencers.
McGrath said Boohoo dabbled in design collaborations earlier this year after discovering that plus-size blogger Nadia Aboulhosn was driving healthy sales from an affiliate perspective. This led to a small plus-size collection designed with Aboulhosn, which McGrath called, “a good first test in seeing how these influencers impact sale.”