British fast-fashion label Boohoo.com has set the launch of a dedicated site for its men’s wear offer, Boohoo Man.
The stand-alone site, named boohooman.com will carry clothing, footwear and accessories and aims to offer a wide variety of choices, which will be continuously renewed, with different styles dropping every week. The site will also feature dedicated content that will cater to its young consumer; the targeted demographic being between the ages of 16 and 24. The company also described its consumer as price-conscious and trend-led.
“Back in 2013 when we launched Boohoo Man, we had observed a shift in men’s wear buying habits, as men begin to embrace fashion trends and move away from the safety net that branded fashion has offered for so many years. This proved to be an extremely positive move for the Boohoo brand, but as the market continues to evolve it felt like a natural progression to introduce a dedicated site,” said Richard Clark, marketing director at boohoo.com. “The core of our business has always been to provide the season’s latest look, but now we have the opportunity to tailor the offer and the content we serve up to the men’s wear customer, making their shopping experience more personalized and engaging.”
The site will feature the brand’s Boohoo Man spring collection, which taps into four key trends of the season, including utilitarian denim, nautical-themed clothing, sport’s wear and Mod references, inspired by sharp Seventies styling.
The collection will be available online in the U.S. as of May 23 and prices ranges between $7 and $80.
Earlier this year the retailer launched a shopping app for the American and Australian markets to cater to its growing international audience; sales generated outside of the U.K. make up 33 percent of the total, with traffic from its mobile offering accounting for 66 percent.