BooHoo Group plc

BOOHOO GROUP PLC

INTRODUCTION:

BooHoo Group plc is an online fashion retailer based in the United Kingdom. Their business was established in 2006 and mainly focuses on the fashion retail of people between 16-30 years of age. It specializes in the fashion clothing of is own brand with more than 36,000 products. BooHoo Group plc designs, garners, markets, and sells its products including clothes, beauty products, shoes, and accessories. It owns the brands like BooHooMAN, Nasty Gal, PrettyLittleThing, Miss Pap, Oasis, Karen Millen, Warehouse and Coast. The items of clothing include athleisure, bodysuits, blouses, bikinis, denim, dresses, coats & jackets, knitwear, jumpers, leggings, lingerie, loungewear, swimwear, sexy & seductive styles, skirts, shorts, tracksuits, and trousers. The company offers clothing according to the type of fit, like maternity clothing, plus size & curve clothing, tall clothing, and petite clothing.

BooHoo Group of fashion retailers also offers several accessories and show products including boots, espadrilles, flats, high heels, sandals, wide-fit shoes, and trainers. The typical accessories include bags, bum bags, fashion masks, hair accessories, and jewelry.

HISTORY:

The history of BooHoo Group plc began when it came into being in 2006. However, a brief timeline is discussed here. As BooHoo was born in 2006, the printed campaigns were started in the year 2007. In 2011, the first TV ad of the company went on air. In 2012, the company launched in the United States and Australia thereby reaching the international market. In the year 2013, they hit a target of 1 Million followers on Facebook while in the same year, they opened their London showroom. In 2014, BooHoo floated the stock market and became a plc. Mean year, they launched BooHooCurve. In 2015, they launched their app as well as BooHooFIT. They opened an office in NYC and hit yet another target of 1Million followers on Instagram. As the year 2016 arrived, BooHoo turned 10 with the hit of 1000 employees and the launch of their new online blog, The Fix. In 2017, BooHoo launched BooHooPremium and BooHooBeauty and moved to Los Angeles. Also, they began the BooHoo Student Ambassador Program. In 2018, they started an automated system of warehouse to improve their delivery proposition and opened their first French office. In 2019, BooHoo launched “For The Future”- their recycled collection. Their first-ever podcast “Get The Scoop” was also launched in 2019. The 100% recyclable parcel bags were also introduced that were made of recycled material. In the same year, they opened their first Australian office.

BOOHOO PHILOSOPHY:

The philosophy of BooHoo is quite simple; they do not take either of life or fashion too seriously. They have got all the clothing anyone could ever need. With more than 10 million social media followers and fans across the world, they have created a babes community who inspire them every day for the fashion clothing and all the other products they offer at BooHoo.

THE CHARITY STRATEGY AT BOOHOO:

Giving has always proved to be better than receiving. Therefore, BooHoo Group plc is always concerned about its charity program. They use to arrange charity sample sales, bake sales, coffee mornings, charity-shop takeovers, sponsored challenges, swap shops, and much more in their charity program.

They make collections and arrange charitable donations to significant causes such as Pride and Breast Cancer Awareness Month with Coppa Feel.

In May 2017, when the terror attack woke up at Manchester, BooHoo played a significant role in fundraising and supporting the victims of the “We Love Manchester” in the Red Cross. Initially, they donated £100,000, and later, they launched a charity clothing collection “One Love” whose profits were all donated to the funds of the Red Cross. In the year 2020, BooHoo Group plc donated more than $300,000 to the charities dealing with the Australian wildfire.

However, BooHoo always strives to do more.

SUSTAINABILITY:

BooHoo Group plc is always dedicated to recycle, reuse, and to move closer towards sustainable fashion. Their “For The Future” collection is completely made of recycled fibers. As the customers avail this collection, they are free to do their thing while contributing a bit towards the Planet Earth.

Moreover, BooHoo provides a complete guide on “Ways to Wear” and We Got Renew” which show how an item of clothing can be worn for longer or even re-worn so that the environmental influence is minimized as much as possible. Once the customers are done wearing old clothes, accessories, and shoes, they can recycle them using the “regain app” and in return, they can get discount codes.

The packaging bags used at BooHoo are fully recyclable and even formulated from 100% recycled material.

STUDENT AMBASSADORS PROGRAM:

The Student Ambassadors Program of BooHoo Group plc started with 15 students in 2016, and expanded to 200 students across 186 universities in Ireland and the United Kingdom; and more than 400 students in Australia and America, with more than 4 million followers on Instagram.

Their student ambassadors are a part of their broader BooHoo fam who enjoy exclusive events and trips as well as enjoying to wear by promoting the brand across the campus.

The biggest advantage BooHoo offers to their student ambassadors is the year-round student discount as well as free primary delivery until graduation.

BUSINESS AFFAIRS:

As per Chief executive of BooHoo Carol Kane, the company can stand out of its closest rivals due to its own-branded clothing ranges over 9000 clothing lines with an average price of £17. The company sells clothing with a principal focus on customers between 16-30 years of age. The products go to more than 100 countries. The major markets of the BooHoo Group plc include the United States, the United Kingdom, and France.

The marketing approach of BooHoo is to purchase the stock in small quantities between 400-500 items at a time, followed by the repetition of orders specifically comprising 25% of the items that sell well.

Customers are usually free to place an order up to midnight following next-day delivery, even on Sundays. The number of customers between 2016-17 increased by 29% making the number up to 5.8 million.

The marketing strategy of BooHoo Group plc includes social media as the most important part. Following this strategy, BooHoo hit the target of 6 million followers on Instagram, 1.1 million on Twitter, and 2.9 million Facebook likes.

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