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Heavy marketing drives growth at Boohoo

Driving customer awareness through heavy marketing across Boohoo, PrettyLittleThing and Nasty Gal has boosted sales across the board, joint chief executive Carol Kane has said.

carol kane and mahmud kamani joint CEOs Boohoo

carol kane and mahmud kamani joint CEOs Boohoo

Group sales for the six months to 31 August jumped 106% to £262.9m compared with the same period in 2016, while EBITDA was up 68% to £27.8m.

Focusing on growing brand awareness across the UK and the US has been key for the etailer during the period.

During the summer, Boohoo worked with stars of reality TV show Love Island, and Jess Woodley from Made in Chelsea is now one of its UK brand ambassadors. Meanwhile BoohooMan increased its TV advertising and released a design collaboration with rapper Tyga and a collection featuring Love Island winner Kem Cetinay.

“For Boohoo we are investing our time in the US,” Kane (pictured with Boohoo founder Mahmud Kamani) expalined. “This week we launched a pop-up store in Austin, Texas – we’ve previously done them in New York and Florida.

PrettyLittleThing is at an earlier stage of its journey so we’ve really been doing a lot of marketing to grow the awareness in the UK and globally. For Nasty Gal we have invested heavily in marketing in the UK to build brand awareness and in the US to get a more positive brand message across following the bankruptcy.”

Boohoo acquired Nasty Gal in February and relaunched the label in March with 400 styles. It now has 4,000 styles and opened an office in LA earlier this month. A separate UK office in Manchester will open in October.

“It is important for us to have separate teams to make sure there are no blurred lines”, Kane added.

Over the summer vibrant colours, ruffles and shoulder details performed well across all brands: “It has been a phenomenal season for trends,” said Kane.

“There was a lot of colour – red and yellow – ruffles on everything and lots of shoulder detail. That was key for us. Slogan T-shirts also did really well and our shopper was wearing them with formal jackets and trainers.”


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