RE: #PLTLifestyle trending on Twitter UK8 Jan 2021 16:40
@PP If three new fast fashion companies undercut boo, UK and abroad, by 10% tomorrow how should we react? Give us a real business strategy answer.
This is only my view, just to answer your question from my view, not to get into a debate with accountant Dan90 because we are coming at this from opposites, suffice to say accountants come later, ideas are always first.
BH is top of it's game, it got here by having a manufacturing background, same as us, our strap line is manufacturing with design, if we didn't do this we would be like every other tom dick and harry who makes from Turkey to Egypt, Tunisia, China, Sri Lanka Vietnam Bdesh etc etc etc in India where we make. Anyone can undercut, we started with one unit now have 2 , third was in pipeline but its on ice due to CV. We got here not by being cheapest but by offering design, we have 3 in house and 7 freelance graphic, also need speed and reliability, no point in being cheap if the product is crap, just gets rejected in the DC, Shein good example cheap product but awful experience, no loyalty, pay peanuts get monkeys.
My point is that BH got where they are by managing to mix up the minimums they needed to start small with the ideas they had and were able to do this becuase they went off the back of their manufacturing, it's incredibly hard to launch a brand, most people do it through T's buying blanks and printing there own designs. BH had the beauty of being able to piggy back on there manufacturing orders, Whispering Smith and others are doing the same, so that's no1. Next comes marketing and burn rate, it's horrific, to get your Brand and Story in peoples faces is incredibly hard, cash just melts with no return, so many people have tried this including us , LoL , Idle Man was one that you may have heard of nearly made it, even had ex CEO of Asos put money eventually crashed ran out of funds.
So to conclude i really do not think BH has much competition and what's already there keeps it on it's toes , BH didn't appear over night it took a ton of money, time, creativity and effort. You have a choice in this business Sell 300pcs T shirts at say £10.00 or 1000pcs at £3.00 the discussion is as old as the hills, numero uno though never changes, product first , get that right and all else falls into place. BH just needs to carryon what it's doing, no one touching them any time soon, its about so much more than just being cheaper.
Issue i see is that it's competing with itself with BH and PLT and it really needs a wider audience which will allow it to sell bigger volumes, a £100 KM dress will sell absolute max 200pcs, this is not going to make this company soar.
My view only, hope this helps.