Boohoo is an online fashion retailer headquartered in the United Kingdom. The brand was launched in 2006 Mahmud Kamani and Carol Kane. The website features Boohoo’s in-house lines of clothing, primarily for young women in the 16-30 age range, though they also sell men’s clothing. Most of the clothing is made in the UK, and is typically of much higher quality of many of Boohoo’s overseas competitors (like SHEIN,) and at a similar price point. This combination of high quality and low price is largely responsible for the brand’s meteoric growth in popularity. Also responsible is social media influencer marketing, celebrity endorsements, and word of mouth reputation. The brand has grown to become one of the most popular etailers in the market.
Boohoo features primarily on-trend women’s clothing, catered to younger women. They offer clothing of all different types, for all different occasions and seasons, and in many different styles. The website features one of the largest collections of self-branded clothing, with around 40,000 items. The brand release over 500 new items per week. Shoppers can find tops, bottoms, dresses, activewear, sweaters, blouses, skirts, swimwear, loungewear, shoes, accessories, cosmetics, and much more.
The website has many browsing, filtering, and sorting options, allowing shoppers to sort by type, style, pattern, price, occasion, size, fit and other options. The brand offers inclusive sizing on most items, and even has a separate plus-size category, featuring many of the same items, in curvy size, as well as many unique items, specifically tailored to curvier women.
The price on the site tend to be on-par, and often even lower than Boohoo’s competitors in the fast-fashion industry. Booohoo has one of the largest selections of dresses for under $25 dollars in the market. In addition to low baseline prices, a large percentage of the catalog is typically marked down or on sale, making Boohoo one of the best bargain fashion brands online.
From Boohoo.com: “Our philosophy’s pretty simple: we don’t take life, or fashion, too seriously. Like the bestie you can always count on, we’ve got all the outfits and inspo you could ever need. From date-night dresses to a pick-me-up when you’ve had a bad day, we’ll never let you down. And with over 10 million followers on social, and fans all over the world, we’ve created a community of babes who inspire us every day.“