RE: Boooohoooo18 Jan 2021 14:13
@Mudis
I agree. I touted Gymshark as a better comparison for boo vs asos (I was told I donât know what Iâm talking about), I voiced concerns about Tik Tok the second most popular app for US teens (I was told I donât know what Iâm talking about), I tried to mention possibly the boohoo brand was weak and US distribution more valuable longer term than Topshop (I was told I donât know what Iâm talking about), I tried to justify why Iâd sell boo over the next 3-5 year (or ÂŁ5 which ever sooner) as the market would flatten with increased competition and would create margin pressure (I was told I donât know what Iâm talking about)
Turns out quite a lot of these points I made have been the big ticket items out of the last update and now everyone seems concerned on the margin! Some who mocked me for saying sell at ÂŁ5 now saying they will sell in the summer!
PLT is similar to Gymshark people love the aspiration of Umar and the collabs (they smashed this last year) but this didnât work with boohoo the wolf cindy edit was all still on the rack after 3/4 weeks
More brands does mean you arenât leveraging advertising spend I fully agree. And that was my whole point around Shein. They have a brand that appeals to all (similar to Primark I think - itâs been many high end or middle class shoppers secret) so yeah why not repurpose boohoo? Long term thatâs the right strategy but atm Iâm short term thinking so yeah get topshop. Booâs ânew inâ is just like a copy of PLT
Also with more and more brands you run the risk of cannibalising rather than growing (but I imagine we are a bit off from that)