RE: Shore Capital still backs Boohoo in the medium term4 Oct 2023 10:06
Reardon, Hex,
For what its worth, I think a change in business strategy is needed. One of the below or a mix:
1) Don't try and compete with Shein and try differentiation within the market.
2) Try and compete with Shein and close manufacturing in the UK, which lower manufacturing cost and also get rid of the all the negative press about workers wages. I am very surprised this hasn't already gone over the India personally.
3) Try a department store type, since others in this area have seen success like sports direct and Primark. Whether or not that market is already saturated might be a question, but, at least it would be up John Little's street of experience.
I think, many of the extreme cost types were always going to jump ship to Shein, and will probably jump ship from them if a cheaper alternative comes along, say Temu wants to get big into apparel as an example. Fashion has always had many tiers of price differentiation. I don't see why Boo couldn't leverage their brands as a quality/prestige step up from Shein but still be lower than many competitors?
I read through the full presentation last night as I didn’t have a chance during the day yesterday, also glimpsed at the core financials, and personally I would of preferred some honesty rather than boundless optimism from them. Recognise what your core business strengths are and how best they can be capitalised on in the current economic landscape. It’s a difficult one for me as I think BOO have some really good strengths, but the current management team are continually failing to leverage them properly.