BoohooMan is satisfying increasing demand for young men’s trend-led fast fashion.
Having conquered womenswear, fast fashion etail giant Boohoo has turned its attention to the growing menswear market. It launched standalone website BoohooMan in 2016, which caters to an increasingly impatient young male shopper looking for the very latest trends. BoohooMan has since unveiled a big and tall men’s range, which it debuted in February 2017, and activewear, which launched this January.
The group would not reveal sales figures for BoohooMan, but revenue for the overall Boohoo fascia was up 32% to £374.1m for 12 months to 28 February year on year. Gross margin fell 330 basis points to 51.2%.
Chief executive Samir Kamani tells Drapers how it meets its customers’ growing demand for fast fashion.
How have you grown BoohooMan since the website first launched?
After we first launched, it was about building the BoohooMan team and expanding the product range to become the biggest and the best. We’re very clear on who our target audience is – males aged 18 to 24 – and we know that we have to keep changing to keep up with not just the next generation, but the one after that. The way we talk to our customer is also always changing. Look at how much digital marketing and social media has changed, moving from Facebook, to Twitter, to Instagram and Snapchat depending on the generation. You’ve got to be aware.
What is the BoohooMan customer looking for? How do you keep this customer engaged?
We have to have the latest trends at an affordable price point, that’s extremely important for our young audience. Our speed to market and ability to react to trends is what sets us apart from the competition. The demand for fast fashion among women is bigger but the demand in menswear is definitely there and it’s growing. Young men are being influenced by celebrities, by sportsmen and by music artists. They are seeing more fashion on social media platforms like Instagram and they are also being educated on trends by fashion brands like us.
You’ve collaborated with footballer Dele Alli and US rapper French Montana. What do these collaborations bring to BoohooMan?
Collaborations help us to inspire our customers and create demand. We’re fast and agile and that allows us to capture who we think is the most relevant for our customer, who is of the moment. It was great to work with Alli and French because they are both stars in their respective worlds – obviously the England football team did well in the World Cup and French is at the top of his game.
How do you plan to grow the business? What’s next for BoohooMan?
We want to expand internationally. The UK is still our main focus but the US market is a big opportunity, which is another reason we collaborated with French. It has a huge population and there’s a lot of demand out there for streetwear and therefore for our product.
Obviously, we need to continue to stay relevant to our customers and that’s about a combination of smart marketing and the right product. Then we have another huge collaboration coming in the autumn, although that’s still under wraps for now.