FAST FASHION: Fast fashion in the U.S. isn’t going anywhere. Case in point: U.K. e-tailer Boohoo wants a slice of the pie and is making an aggressive bid for the market with the launch of a new campaign. The company bills itself as a fast-fashion e-tailer with everything on its site priced under $100.
This story first appeared in the April 6, 2015 issue of WWD. Subscribe Today.
“From a price point standpoint, Forever 21 is our closest competitor,” said Natalie McGrath, vice president of marketing in North America. “But in terms of our fashion focus and availability, we’re a little bit closer to a Nasty Gal. We’re always going to be compared to Asos, Topshop and H&M just because of awareness.”
The company’s campaign rolls out in mid-April and features actress Bella Thorne, DJ Hannah Bronfman, rapper Angel Haze and model Chloe Norgaard. “We really wanted to appeal to multiple customer archetypes,” McGrath said. “They’re all at different levels of their careers and bring a unique quality and awareness of who they are.”
The bulk of the U.S. campaign will focus on digital with some print placement in magazines such as Nylon and Teen Vogue.
Marketing in the U.S. hasn’t been a top priority for Boohoo until now, given the company’s mature U.K. business. The U.S. represents big opportunity, according to McGrath. It’s already the company’s third-largest market in terms of revenue and second largest when it comes to traffic drivers, she said. Efforts to position the company to be competitive in the U.S. have already been made with the company offering express and standard delivery. It’s also set to launch next-day delivery for U.S. customers.