Why has offline been important to Boohoo?
Online retailers neglect offline advertising at their peril. Offline is as important to us as online because we need to be where our customers are; today’s customers don’t live in an online bubble, they consume media across all channels. Boohoo’s success is testament to the fact that integrated marketing needs to be exactly that. Graham Charlton from Econsultancy recently told us he thinks ‘there is strong growth in the m-commerce market‘. Is mobile an area Boohoo is looking at? We already provide SMS updates of promotions and offers to our customers, but are exploring the various opportunities that mobile affords us to interact with our customers in new and more engaging ways. What’s key for us is that any mobile development we launch adds value to the customer experience, not simply replicate our site optimized for a mobile phone. Rare Fashion recently revealed Rare Opulence, a higher end range. Is this something Boohoo would do? Never say never, but our focus remains very much on pr
