Boohoo.com App

SMALL WORLD: The British fast-fashion label Boohoo.com has launched a shopping app for the American and Australian markets. The digital initiative is part of the brand’s international strategy. This week Boohoo said sales generated outside of the U.K. make up 33 percent of the total, with traffic from its mobile offering accounting for 66 percent.

Prior to the digital upgrade, customers could only access content native to the country they were based in. The brand used Poq, a European app commerce platform, to enhance the shopper’s experience by giving access to content such as campaigns and promotions. The app features the full Boohoo clothing range, look books, advertisements and campaigns.

“Internationalization can be challenging for retailers, especially when it comes down to tailoring content to different regions,” said Oyvind Henriksen, chief executive officer and cofounder of Poq. “But thanks to powerful technology, it’s never been easier to deliver great apps that support international expansion. Teams using the Poq platform can make changes to their app centrally, with the push of a button.”

Last week, Boohoo unveiled its spring collection done in collaboration with musician Charlotte Aitchison, known as Charli XCX. This is the second of three apparel collections that the 23-year-old singer is creating with the British e-commerce site.

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Launched in 2006, by Mahmud Kamani and Carol Kane, the high street label targets 16-to-24-year-olds and is sold in more than 100 countries.