We all love a little fast fashion. And very few come faster – online – than Boohoo.com. Its like the online version of Penneys, but with cooler TV ads. The UK e-commerce retail giants have now set their sights on the USA. This month, they will launch a campaign staring actress Bella Thorne, DJ Hannah Bronfman, rapper Angel Haze and model Chloe Norgaard to kick start an aggressive launch into this vast market. Just like the music industry, there is no denying that if you want to make it big you have to crack the US. This campaign will have a huge digital push, with print ads in publications like Nylon and Teen Vogue.
Boohoo’s vice president of marketing in North America, Natalie McGrath, said; “From a price point standpoint, Forever 21 is our closest competitor. 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.”
Saying they are like Nasty Gal is a bold statement, and one I hope they can live up to. Currently, the US is there third largest revenue market, and with additions like express delivery – and eventually next day delivery – they may well be in line to take a slice of Miss Amourso’s pie.
Good luck to them!