Boohoo, based in Manchester, England, draws inspiration from Zara’s industry-leading
speed of design -- then makes it even faster. After ordering a broad
range of products in small quantities, over half of which are made in
the U.K., the retailer puts them on sale and orders more of the ones
that sell and stops buying those that don’t.
“Youngsters now will decide on Thursday what they want to
wear on their Friday night out,” company Chairman Peter Williams said.
“Our test-and-repeat model means we can put what they want in front of
them very quickly and get it shipped out for the next day.”
Boohoo’s
clothes and prices are targeted squarely at 16-to-24-year-olds. By only
selling online rather than having to ship goods to stores, Boohoo can
more quickly collect data on what products are hot and which are
not. Lead times are between one and two weeks, more than twice as fast
as Zara, according to Simon Bowler, an analyst at Exane BNP Paribas.
--
On Wednesday, it announced plans to acquire the brand and customer
databases of Nasty Gal Inc., the Los Angeles-based women’s fashion
retailer that filed for bankruptcy protection last month.
https://www.bloomberg.com/news/articles/2016-12-28/a-new-age-zara-boohoo-s-faster-fashion-fuels-260-percent-return
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