It shines a lot. There are sequins, bodysuits transparent, printed shoes panther and jackets in faux fur. In his office on the 2nd district of Paris, Boohoo, a british fashion sold online, presented on September 13, collections, 150 influencers and journalists. Between the racks of clothes, pacifiers in pastel colors, and the bar to the flowers, everything is ” instagrammable “. Understand photogenic for publication on Instagram, media fetish of the ” fashionistas “. The blogger Chloebbbb (579 000 subscribers) is placed before a ” shooting in London “. On a swing, Baby Inesa (11 500 subscribers) takes a break before its smartphone. Another called it “very nice” shorts, jackets and sweat shirts-the men’s collection. Boohoo has it all bet on this fly starlets to convert the French to its style and small price.
His ambition ? “To become number one in the world” fashion, ironisent its founders Carol Kane and Mahmud Kamani, at the Gargantua of the sector. In the Uk, the group founded in 2006 in Manchester, has established itself behind the american Amazon and Asos, another darling of the online mode of the uk. To its ipo in 2014 has allowed him to fund and “place” a plan of development, ” says Ms. Kane. This was the first in Australia, then New Zealand and finally the United States, during the acquisition of the american brand Nasty Gal for $ 20 million (€17 million) in 2017.
This time, Boohoo crosses the English Channel, and set up a team around Nicolas Perignon, a former La Redoute and Asos, while preparing for his arrival in Germany. The offensive of the one which has doubled its turnover in the last year (650 million euros) is surprising, as the French market is going through a crisis unprecedented in the last ten years.
“Target influencers ”
After a small bounce…