Boohoo.com is a retail phenomenon, if you are part of the current MTV generation, as a brand you can’t help to know who they are. However, if you are not of this certain clique and you think Zoella is a cartoon Dinosaur and Alfie Deyes is a character in Eastenders, this brand may mean little or nothing to you, just yet !
Since its humble start in 2007 it has catered for the needs of girls up and down the country wanting something to wear out on a weekend night out. But this wasn’t enough and the brains behind this simple e-commerce concept had much bigger and brighter plans. Mahmud Kamani and Carol Kane, Joint Chief Exceutives of the brand, saw a gap in the market for highly affordable, trend driven pieces and boy did they go for it.
Now shipping to over 100 countries, in 2013 they launched BoohooMAN to sit along its sister range to cater for a male demographic. However, last week saw boohooMAN introduce a dedicated standalone site, catering exclusively to a menswear customer. Focusing on clothing, footwear and accessories, like its sister site there will be an emphasis on newness, with new styles dropping every week. The website offers a new shopping experience, featuring dedicated content for the male consumer and targeting that trend led; price conscious consumer or as Richard Clark – Marketing Director at the brand put it,
“We had observed a shift in menswear buying habits, as men begin to embrace fashion trends, but as the market continues to evolve it felt like a natural progression to introduce a dedicated site for boohooman.com. The core of our business has always been to provide the seasons latest looks, whilst still delivering incredible value, but now we have the opportunity to tailor the offer and the content we serve up to the menswear customer, making their shopping experience more personalised and engaging.”
So to kick off this all new offering, a collection compromising of four key trends is up for your delectation. Updating a classic spring trend, NAUTICAL incorporates darker maritime influences, with indigo denim echoing ocean depths, and graphics focusing around sea life creatures. Denim also takes the lead in UTILITY referencing a relaxed Mediterranean approach to menswear. Linen is paired with varying jean washes, with a nod to the Rivera in the form of double breasted jackets lay-ered over denim shirts with open toe sandals. MOD is a trend of two sides, focusing on the sharp styling of the late 1970’s whilst also touching on retro sportswear. Bold colours and structured shapes are reworked to give classic shapes an updated look for 2016. URBAN SPORTS uses sport shapes with a motocross theme throughout.