Marketing Strategy Plan Jenna van den Heever
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ETHICS CLAUSE I confirm that this work has gained ethical approval and that we have faithfully observed the terms of approval in the conduct of this project.
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10 internal analysis
43 market strategy
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contents 6 9 13 14 15 18-21 22-26 29 30-31 32-33 35-37 39 40
introduction methodology brand introduction timeline brand values current situation marketing mix target market consumer profile consumer journey competitor analysis financials SWOT analysis
external analysis
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market analysis PESTLE analysis macro trends micro trends
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aims & objectives year 1 year 2 year 3 strategy implementation
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aims & objectives communication plan influencer event guerilla marketing timeline budgeting measuring success conclusion
brand introduction
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references appendix
This report will detail the marketing and communication strategies for online fashion retailer, boohoo to develop and expand their website and social channels to improve their customers shopping experience. The purpose of this strategic plan is to integrate the brands existing identity and values however incorporating the latest technology and trends in order to keep up with boohoo's strongest competitors in the market. The outlined tactics and strategies in this report have been designed with the aim of targeting the brands desired customer demographic. Alongside the tactical plan, a promotional strategy has been developed to ensure that, through all means of communication, the brand's message is clear and consistent.
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methodology Primary research included undertaking an online survey in order to gain information on brand awareness. The benefit of this method of research is a greater reach of responses as there is unrestricted ability of location due to it being gathered online. However, the method did have limitations due to an insufficient number of responses. Therefore, a focus group was conducted to gain qualitative insights on customer perceptions on the market, the brand and the proposed business idea. The sample was gathered by 4 female millennials aged between 19 and 21 which enabled a clear insight into the opinions of boohoo's prime target consumer in terms of the business concept, which was highly beneficial. The disadvantage of the use of a focus group was that there was only a small number of participants, therefore creating a limitation of the findings not being representative. Furthermore, an interview with boohoo's marketing director, Murray Beckett highlighted the brands areas for improvement and provided the brands own research which was highly informative and useful. Secondary research was gathered from online resources including market analysis from Mintel, news articles and financial information from boohoo’s annual reports. The main factor which affected the secondary research was the fact that the resources had to be current in order for the information to be reliable and to ensure the concepts were valid and new.
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PART ONE brand introduction
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boohoo.com is an online fashion retailer based in the UK that specialises in own brand fashion clothing and targets a demographic of 16-24 year old women. The company was founded in 2006 with the headquarters based in Manchester. Hundreds of products are added to the website each week and are designed, sourced and distributed globally from a central UK warehouse. The speed and agility of the company ensures it is first to market the latest on-trend styles and fashion.
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opened offices in London reached 1 million followers on Facebook boohoo launched internationally to the US and Australia the frist tv adverts were released the first printed adverts were produced boohoo.com was launched
5 million followers on Instagram brand ambassador/influencer team grew boohoo lauched beauty and premium lines boohoo reached 1,000 employees boohoo tunred 10 years old! launch of app and boohooFit office opened in NYC reached 1 million followers on Instagram
2018 2017 2016 2015 2014 14
boohoo became a PLC
2006 2007 2011 2012 2013
launch of boohooPlus
brand introduction
boohoo timeline
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social
inclusive
brand introduction
fun
fashionable brand values
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PART TWO internal analysis
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internal market analysis
current situation
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boohoo has the firepower to invest in marketing to drive traffic and in delivery promotions to improve conversion rates -Shares Magazine (2016)
6.4 million active customers
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+22% on prior year
43% growth in the UK
62% growth internationally
100 new products weekly
Average number of items per basket: 3.06
Order frequency: on average customers place an order 2.13 times in 12 months 18
+6% on prior year
Conversion rate to sale increased from 4.0% to 4.3% measured via website analytics
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current situation
engagement
average visit duration: 7mins 42secs
boohoo social traffic
Source: SimilarWeb (2018)
average pages per visit: 8.87
bounce rate: 38.28%
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internal market analysis
total visits: 14.14 million
internal market analysis
marketing mix
Product
Price According to boohoo (2017), the average product price point is £13 with the brand also known for selling £5 dresses. It could be argued that boohoo's USP is low prices in comparison to its competitors and that in terms of fast fashion at a low cost, boohoo is ideal for its young target consumers.
boohoo offers an extensive range of clothing, footwear, accessories and beauty products and has continued to grow throughout the year with constant new products and greater depth in ranges. Their women's size ranges have extended to provide plus size and curve, petite and tall as well as further new additions such as premium, soft tailoring, lingerie, maternity and athleisure which have all contributed to revenue growth and to attracting a more diverse and inclusive customer base. Their product offering changes daily, with hundreds of new styles added and the latest fashions appearing within days or weeks of trends being identified by the brands fashion experts before being offered to customers at affordable prices. The depth of their range makes boohoo an online destination that customers keep returning to purchase new fashion items with ease. Furthermore, according to Financial Times (2017), 'half of boohoo's products are commissioned from UK manufacturers and only a quarter from overseas factories, with the rest coming from UK-based intermediaries.'’
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Price is a very important component of the marketing mix definition. Adjusting the price of the product has a big impact on the entire marketing strategy as well as greatly affecting the sales and demand of the product’ (McCarthy, 1964)
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marketing mix internal market analysis
Place boohoo.com currently operates entirely online via their website as well as on their social media platforms where they are able to interact with their customers and their ambassadors post and advertise content of the brands products. When asked if the brand would ever expand into a more omni-channel company and create physical stores, Murray Beckett, marketing director, stated that the brand will not be opening stores “anytime soon� as it is not what the brand stands for; it started as an online retailer, and will continue to be one. Furthermore, he explained that boohoo is more focused and driven to be an experiential brand through events, pop-up shops and sponsoring through influencers. Therefore, this reinforces the concept that, in order to improve, boohoo must develop online by creating more of an experience for their consumers online rather than in a physical store.
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internal market analysis
marketing mix
Promotion boohoo's promotional marketing is focused on a mix of media; social media influencers, bloggers, TV campaigns, outdoor, email and student exclusive offers. In comparison to their competitors, boohoo are particularly stronger at understanding and engaging with their customers. This is shown through the way that they create relationships with their customers on a more personal level than just receiving emails. Therefore, promotion is very much adapted in order to completely fit the demographic of boohoo's target consumer so that they are full engaged with the brand and what it is offering.
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5.9 million followers
We work with a whole spectrum of influencers, celebrities and wannabe bloggers - all people with a presence online - and we work with them so they can spread the word about Boohoo. It goes likes wildfire on Instagram
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- Catto, boohoo's chief financial officer (2018)
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2.8 million followers
480 thousand followers
marketing mix
boohoo was founded by joint Chief Executives, Mahmud Kamani and Carol Kamani and as of April 2018 they have 2175 employees. In addition, the brand has worked with a large number of influencers such as Love Island Stars, Fashion Bloggers and Youtubers in order to build the brand's image on social media and campaigns.
Physical Evidence The ways in which boohoo reassures their customers that they have made the right decision to shop with the brand is through the consistent branding across all communication platforms so that customers perceive the brand positively. Therefore, when consumers of boohoo's target demographic think of fast fashion at a low cost, they think of boohoo.
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internal market analysis
People
internal market analysis
marketing mix
Process A customer's purchasing process begins when they have completed their shop and gone to the shopping bag page on boohoo's website. This page includes a banner promoting unlimited next day delivery for a year at the top of the page followed by the customers items, sizes and prices. When scrolling down the page, the customer is give a choice of delivery options and prices as well as additional items that boohoo think the customer might like to add to their basket to try and increase product sales. The customer is then led to a page where they can either create an account with boohoo or login as an existing customer. Once the purchase is complete, the customer will begin to receive emails from boohoo about their item delivery as well as tracking information so that the customer is fully up to date with where their package is. Following the purchase and delivery, boohoo customer's will continue to receive emails with discount codes and promotions in order to encourage repeat purchases with boohoo.
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target market
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internal market analysis
Over the years, boohoo have developed a strong understanding of their target demographic; females aged between 16-24 who are described as being fashion-conscious, diverse and connected. The socio-economic range of the brand's target demographic are ABC1C2 of the Acorn Social Grading System (2018) however, within the mid-market retail sector, the key target market are predominantly C1 and C2 consumers. This is due to the rise in appeal towards fast-fashion retailers as they allow consumers to follow the latest fashion trends and still be 'Stylin'on a budget'. The majority of the brand's target audience are students as the focus group responses demonstrate how the brand allows young shoppers to choose from a large range of items at an affordable price and they know that they will "definitely be able to find what they are looking for on their website"� (Dabinett, 2018). Furthermore, consumers of the AB category are still likely to purchase with boohoo regardless of the quality of the garments due to the growth and reputation with celebrities and bloggers online who promote both the garments and the brand's strong values and overall identity.
internal market analysis
consumer profile
Ella, 19: fashionista on a budget Ella is an 19 year old student who loves going out with friends and always pays close attention to the latest fashion trends. She does this by following Fashion Bloggers and Instagram Models on social media that might inspire her style, such as Jess Hunt or Kendall Jenner. Ella also has a part time job as a sales assistant so that she can have some disposable income to spend on clothes. However, as she doesn't earn a lot of money, she chooses to shop at cheap online retailers that still can provide her with the latest trends and styles.
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consumer profile
the minimalist professional Grace is a 27 year old with a secure career in the marketing industry and has strong goals and work ethic. She is financially stable and most of her salary is invested into savings, however her shopping habits are quite varied. In general, Grace shops at brands such as Zara and Mango for work attire however she also buys many of her essential garments online at value retailers. She is very much committed to keeping up with the latest trends and technical advancements and in her spare time she likes to maintain her social presence and read fashion tabloids such as Vogue and Grazia. Her personal style is very minimal, tailored and of a very simple colour palette however she occasionally likes to buy statement pieces and bold patterns to add to her look. Therefore, she feels like she can keep up with these trends without breaking the bank by shopping at fast fashion retailers whilst still being able to afford other luxuries.
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internal market analysis
Grace, 27:
internal market analysis
consumerjourney
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The complete sum of experiences that customers go through when interacting with your company and brand. Instead of looking at just a part of a transaction or experience, the customer journey documents the full experience of being a customer. - Eastaugh (2017)
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Then the customer will make a decision to purchase via the brand's website.
post-purchase
consolidation
The customer then researches the desired product on websites, in magazines, in stores and looks at hashtags on Instagram.
The customer may watch review videos on Youtube on the brand and also begins to consider other options through the brand's competitors on social media that provide a similar style.
purchase
research
The customer gains initial inspiration through social media, influencer channels and physical billboards which builds a desire towards the idea.
After purchase, the customer may share purchase on social media and tag boohoo in posts that contain the products to spread awareness and provide their own review on the brand.
internal market analysis
desire
consumerjourney
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competitor analysis
Competitors may be able to offer consumers like-for-like better quality, better value, superior customer service, more generous or superior delivery service, better website functionality or better brand image, thereby eroding market share - boohoo plc (2018)
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internal market analysis
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internal market analysis
competitor analysis In order to gain a better understanding as to where boohoo is currently positioned in the market as well as identifying ways in which they can successfully elevate their position, an analysis of the key competitors was carried out. Furthermore, this additionally provides justifications and validity for the proposed marketing strategies. A mixture of online-only and multichannel competitors were evaluated so that a broader range of improvements and tactics could be identified. For a visual representation to how these competitors are positioned in the market, please refer to Fig. A. Through researching each competitor, it became apparent that even though Topshop operated on a multichannel basis, a competitor such as ASOS performed better in the market in comparison despite solely selling online. This statement is supported by Reuters (2018) who announced that "Topshop had “reported a 42 percent slump in full-year profit, blaming intense UK competition". Furthermore, in contrast, ASOS "narrowly beat forecasts with a 28 percent rise in 2017-18 profit" (Reuters, 2018). Therefore, it can be analysed that just because a retailer is operating online only and not through a brick and mortar environment does not necessarily mean their performance is affected. With this being said, boohoo can learn from their competitors, especially ASOS, and understand how they focus on improving and growing their online resources in order to succeed without having to branch out into a multichannel retailer.
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competitor analysis
Social Media Engagement Fig. A: Marketing Positioning Graph showing boohoo amongst its competitors in relation to creative edge and social media engagement
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internal market analysis
Creative Edge
Figure 1 represents how boohoo is competing in a highly saturated market with other online retailers who also portray a creative edge as well as engaging with their customers of social media. Despite having a strong relationship with customers online, the focus group that was carried out highlighted the issue that the majority of respondents either didn't follow boohoo or only recently followed due to promotional offers on Instagram. However, instead they followed many on the influencers who promote boohoo's clothing instead because "if there is an influencer who [they] look up to in terms of fashion and style, then [they] want to wear what they are wearing, so if that is boohoo then [they] will want to shop there". Therefore, boohoo can increase engagement on social media without promoting their own platforms but indirectly through influencers and bloggers. In addition, by reaching out to new influencers on social media and have them promote the brand, boohoo will be able to reach new consumers. Another way that boohoo has better customer engagement is through the promotional offers they have on social media which further encourages customers to engage with the brand in order to win discount codes.
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51.2%
-330bps
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market share
+32%
gross margin
ÂŁ374.1 million
-40% since Sep 2017
internal market analysis
revenue
financials
internal market analysis
swot analysis strengths
weaknesses
- high and stable cash generation - high level of customer satisfaction - strong social media platforms that are relevent to the target demographic - established brand identity and strong brand values - lower price point in comparison to competitors
- low quality of garments - target demographic have low disposible income - lack of investment into new technologies - overwhelming amount of product variety - low engagment with customers on social media platforms compared to competitors
opportunities
threats
- improve online shopping experiences - provide more in-depth product descriptions/images and size assistant to decrease product returns - more interaction with customers on social media - understanding customers more through data analytics on online platforms
- highly-competitive market - better quality garments can be found at competitor retailers - asos has already intigrated many technological advances on their website so boohoo must create new ideas in order to stand out
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PART THREE external analysis
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external market analysis
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market analysis The UK clothing market is going through a dramatic period of change. Online is not only capturing a greater share of consumer spending, but it is also highly influential in what consumers are choosing to buy - no matter where they are making the final purchase. - Samantha Dover, Senior Retail Analyst (2018)
market revenue
ÂŁ42.5 billion e-commerce share of retail sales revenue in UK 2018
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According to Mintel (2018), retailers that are responding to changes, particularly regarding how people are shopping for clothing, are performing better in the market. Onlineonly retailers were said to have performed the best in 2018 because " Statista 2019 they have shown an ability to adapt to the market and respond more quickly to what customers want" (Mintel, 2018). Furthermore, shopping online and via mobile has become accustomed to consumers which is helping to fuel online purchasing demands and therefore causin onlineonly retailers to grow at a faster rate in comparison to multichannel retailers. With this being said, it is apparent that online-only retailer, Asos understands young customers and their new needs that they bring to this way of shopping. These consumers seek a convenient shopping experiences that fits around their busy lifestyles and therefore key factors such as imagery of items, delivery services, and communication from the brand are what influence customers to purchase.
18%
Statista (2019)
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market analysis
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Expanding global markets outside the West Increasing online access and smartphone penetration Emerging worldwide middle-classes with disposable income Innovating technologies to create experiential ecommerce
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E-commerce enabled luxury fashion to be more accessible around the globe and became a significant part of the global economy, today. - DHL (2018)
Source: Statista (2018)
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external market analysis
The growth in ecommerce fashion retailing, presented through the graph shown below, is driven by four notable opportunities that are outlined by Orendorff, A (2018):
political eco
Economic factors that need to be considered before investing include the interest rates in the country as higher rates will result in boohoo making greater investments meaning an increase in brand growth. Additionally, the exchange rate of the country of operation will also affect how successful boohoo would be in terms of profit when boohoo trades internationally. With this being said, the stability of the currency should be monitored as an unstable currency will discourage investment in international countries.
The political factors that may impact boohoo's profitability or position in the market range from potential changes in existing political authorities, to civil disruption, to major decisions from the government. In the case of boohoo, an international company, political factors that affect not only the host country but also all other countries that they operate or engage in trade with should also be taken into account. Therefore, in all of these countries, the level of political stability is an important aspect that boohoo must be aware of. Furthermore, high tax rates would limit boohoo from maximising their profits. Lastly, by implementing a lower minimum wage will lead to higher profits and therefore higher chances of survival in the market for boohoo.
nomic
external market analysis
pestle analysis
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pestle analysis
tech
nology Technology plays a massive part in boohoo's operation as they are exclusively an online retailer so therefore it is essential that the brand is constantly innovating in order to maximise profits and become a leader in the market. boohoo must keep up to date with new technological advances that it's competitors are using and that are gaining popularity in the industry. For example, Asos have integrated a fit assistant size recommendation tool into their website. It is also important to consider how the technology advancements would improve the customers shopping experience. However, technology advancements will be impacted by the companies costs and budget and if their profits are great in number, they will be able to use future technological innovation to further raise these profits in order so that, over a long period of time, profits remain sustainable.
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external market analysis
social
The society that boohoo operates in will determine the social factors that they need to consider. This involves culture, beliefs, attitudes and values that the population may have. The demographics of the population (ages, genders) will determine whether or not the brands products should be marketed to them. boohoo is targeted to women so therefore the brand should target a population that has a larger female count than men. Another important factor is that boohoo makes a strong connection to it's target market's values and interests to fully understand what their consumers are wanting in a fashion brand.
legal
Data protection and property laws are essential to protect the ideas and copyright licenses of boohoo as they profit from that information and without protection, that data is at risk of being stolen. If this were to happen, boohoo would lose its competitive advantage in the market and will lead to a high possibility of failure. Furthermore, discrimination laws are put into place by the government in order to protect boohoo employees and to ensure that fair treatment and the same opportunities are given regardless of gender, age, disability, ethnicity, religion or sexual orientation. Additionally, following the industrial revolution, health and safety laws were implemented to prevent poor treatment towards employees and, although it may be expensive, boohoo must follow this law in order to take ethical and social responsibility for their company.
environ
mental
external market analysis
pestle analysis
In this day and age, a fashion brand such as boohoo should be even more environmentally conscious as the new consumer would prefer to buy into a brand that has strong ethical views. If a brand lacks environmental awareness, they are at risk of being a target to boycott groups which would then damage the brands reputation. Therefore, boohoo must be aware of aspects such as if they contribute to the endangerment of already endangered species as this may lead to, not only issues with the law, but also backlash from the public. To avoid pollution fines, which may cause financial strain on boohoo, environmental habits should be managed by companies that are producing extremely large amount of waste.
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external market analysis
macro trends
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euromonitor: "view in my roomers"
Consumers will be able to visualise products before they try or buy, both in-store and online. - Euromonitor (2018)
Euromonitor (2018) outlines this trend as “bridging the gap between perception and reality”. Consumers are actively seeking ways to have a ‘real’ view of online products before they purchase as they struggle to see if a product is what they really want is is suitable for them. Furthermore, with garments, an issue that continues to arise is the fact that customers are likely to order multiple items when they are undecided on size or colour and then return the extra garments. This becomes costly for businesses and so therefore, for online retailers such as boohoo, they could implement an augmented reality experience for customers which would allow them to view the products in a more lifelike and realistic way, thus potentially reducing product returns.
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It is crucial for online retailers to be aware of this macro trends as it would enable brands such as boohoo to provide an even better shopping experience for consumers, encouraging them to purchase products that they can trust will look the same in real life as they do online and would therefore position them higher in the market.
In 2018, View in My Roomers will increasingly look for immersive “try before you buy” online shopping experiences, bringing the benefits of in-store shopping into the home. - Euromonitor (2018)
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macro trends
- Euromonitor (2018)
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euromonitor: "sleuthy shoppers"
In order to build a trusting relationship, consumers look for brands that are transparent about everything they are about. Euromonitor (2018) explains that "the best way to build trust is to be vulnerable and truly showcase the history of the product and the experiences of the people who made it". An example of a brand that is transparent with its customers is McDonald's as they inform and educate consumers on the source of the ingredients they use in their products which therefore allows customers to fully trust what they are buying and "feel more comfortable with the end product" (Euromonitor, 2018).
The effect of this trend on brands has made them aware that, in order to gain loyal customers, they must be completely vulnerable. Furthermore, online retailers like boohoo could adapt to this trend and allow their customers to. This would be a huge step for the fast-fashion industry as it is very rare for brands in this market to be transparent about their business and process. It would enable customers to feel like they have a stronger relationship with the brand and therefore would encourage them to purchase more. Additionally, if boohoo were to take on this trend, it would set them apart from their competitors in the market and would give consumers a reason to shop there in comparison to anywhere else.
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Sleuthy Shoppers favour companies that are honest and real.
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- Euromonitor (2018)
external market analysis
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Sleuthy Shoppers are investigative consumers. Sceptical of mass-produced products and the motivations of the companies that create them.
external market analysis
micro trends influencer marketing Cery, K (2018) explains that, since the rise of influencer marketing, "brands have developed a degree of confidence previously lacking in recent years” and therefore brands have gained an opportunity to drive this marketing innovation to the next level".
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It is so important to remember that the goal is not to make an ad, but instead to create an authentic and original piece of content which will resonate with the end viewer and create greater brand affinity or a clear path to purchase. - Cery, K (2018
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Furthermore, Cery, K (2018) discusses how previous influence tactics such as product placement has proven less effective as consumers want to see authenticity and the brand’s core message to be portrayed through the influencer content. Additionally, this method is more effective as consumers are more likely to trust bloggers and influencers online rather than content coming directly from the brand themselves because are able to create relationships online with people they feel they can connect to and therefore can trust their opinions and reviews.
One of the influencer marketing trends that I see coming in 2019 is that companies will take more risks when selecting the influencers that they partner with. Instead of always choosing the “safe” option, brands will partner with more controversial influencers, who often have the highest engagement rates. - Ward, T (2018)
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An important factor in influencer marketing is that the brand must ensure that the influencer’s content aligns with their overall image. This is why, for example online fast fashion retailers such as PLT, Missguided and boohoo, work with fashion bloggers and influencers who already create and post fashion related content. Therefore, reaching out to an audience that is already engaged with the influencer’s styles and will be influenced by what they are wearing in their photos, leading to a sale with the featured brand.
their smartphones or virtual reality glasses to conduct 3D body or face scan - ensuring accuracy when customers try on cosmetics, jewelry or fashions online before making a purchase. - Orendorff, A (2018)
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The variety of technical advances that are making big waves in ecommerce retailing is huge. However, two innovations that particularly stand out are online sizing and onsite search. According to a survey by technology firm, BodyBlock, around half of Americans expect to return clothes ordered online this holiday season due to poor fit, therefore there appears to be a large gap in the market to improve product sizing.
Many online retailers incorporate the use of smart fitting technologies such as 'Virtusize' in order to help shoppers to buy the correct size. This is done by comparing other garment sizes that the customer owns or imputting their own body measurements into the website. Furthermore, other methods that can provide the customer with the correct size is through the use of virtual fitting room apps that go above and beyond normal technology. This innovation allows customers to use their smartphones to carry out a 3D body scan that will produce accurate measurements of the customer. Additionally, the virtual fitting room can allow the customer to visually see what the garment will look like on them before they decide to purchase.
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As consumers seek a quick and simple purchase when they know what they are looking for, there is an opportunity for retailers to drive more revenue through search and should therefore provide the most helpful results in order to satisfy the customer. Furthermore, elements sure as predictive autocompletes can help customers find what they are looking for at a faster pace.
The rise of mobile commerce demands faster and easier routes for finding things. On average, users who complete a search are 1.8x more likely to convert. - Special Guest Contributor (2018)
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external market analysis
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micro trends Virtual fitting room apps go beyond technical innovation smart fitting and let customers use
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PART FOUR marketing strategy
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aims & objectives marketing strategy
Explore how boohoo can improve their website and social channels
Develop consumer's shopping experience
Maintain customer retention
Drive brand engagement
Increase in sales in the UK market
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aims & objectives
To relaunch boohoo's website and app, resdesigning and reprogramming to provide new and updated innovative sizing resources for customers. To encourage consumer interaction with the brand through social media in order to portray the core messages and values and to increase boohoo's online presence and engagement rate by +7% on each platform. To affiliate boohoo with new influencers and celebrities who can represent the brands core values and reflect boohoo's style through celebrity dressings at ten key events. To increase retail sales by +20% and decrease returns rate by -5% by 2021.
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marketing strategy
marketing objectives:
marketing strategy
year 1 The first year of the marketing strategy will focus on a relaunch of boohoo's website and will integrate new technical innovations in order to assist customers with choosing the right size garment for their body type and therefore improve customer shopping experience. This will be done through extensive research into available technologies that are currently being used in the market already such as ASOS's Fit Assistant and the use of Virtual Fitting Rooms in order to select the most digitally innovative technology for boohoo customers. Furthermore, through the relaunch, boohoo's website will also get a new design in order to reflect a more sophisticated styles to appeal to boohoo's core target audience. In addition, through primary research of searching boohoo on Twitter between 13/1/19 - 17/1/19 to see what customers were saying about the brand, and many of the customer tweets refer to customer service, delivery and sizing. Customer service is something that the brand could work on during this year as it is an important element in a business and if customers continue to be unsatisfied with a brands customer service, they are likely to not purchase again.In terms of sizing, the most common issue for customers when they shop online is what they see online does not reflect what they see when they try it on at home. With that being said, this could be improved through incorporating a Virtual Fitting Room into boohoo's website and app in which customers can accurately see what the chosen garment would look like on their own unique body and also recommend the best size for them. Additionally, there were a few mentions of the diversity of body types feature on the website and so therefore, in the relaunch, boohoo could visually display garments on a range of different size models which will further promote boohoo's focus on diversity and inclusivity. The reason for this marketing strategy as a whole is to increase customer purchases and therefore grow sales and by researching ASOS's annual report in 2018, the year they improved their website, their retail sales grew by +26% and so therefore this new website with new innovations could increase boohoo's sales too.
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year 2
Furthermore, in the second year, boohoo can start to feature new influencers and celebrities and work with them in order to create new product collections that stand out from the rest. Consumers love engaging with smaller influencers in comparison to celebrities as they feel like they can trust them more and relate to them on a personal level which is why boohoo should continue to work with influencers who are popular with their target demographic. Investing money into creating a new campaign would also be beneficial as can emphasise the brands value even more than they currently do, making them stand out from their competitors. The new campaign could also be further promoted all over boohoo's social media platforms so that the brand can begin to encourage more engagement from their customers online. In addition, boohoo should begin to think about the amount of products that they sell and should begin to discontinue products that are not selling well enough. Reducing the number of garments boohoo sells with make it easier for customers to find what they are looking for, especially when most customers are interested in the new products, which is supported through the information gathered in the focus group.
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marketing strategy
The second year of the marketing strategy will include analysing customer feedback on social media regarding the website relaunch and how they felt about the new technical innovations that were implemented. If the feedback was mostly positive then they can begin to incorporate some of this new technology into their app in.
marketing strategy
year 3
The final year of the strategy will continue to focus on analysing what customers think about the brand and so therefore boohoo must carry on building trustworthy relationships with their customers on social media as well as through customer service. This is essential to create brand loyalty and to help increase product sales. Later on in the year, boohoo will launch pop-up stores all over the UK in order to allow customers to physically see what the brand is all about and enable them to see a handful of garments in real life so that they feel more comfortable with the items quality before they buy. The pop-ups will also include technology that will improve shopping experiences such as a virtual wardrobe mirror that customers can use to digitally see boohoo garments on their unique bodies. This method of using a physical space where boohoo shoppers, as well as new customers, can come to further understand the brand, their message and values and see garments in person rather than just on a screen will increase consumer's shopping experiences in the future and will enable boohoo to perform better in the market.
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strategy implementation Marketing Timeline 2020
Jan - Feb
March - April
May - June
July - Aug
Sep - Oct
Nov - Dec
Website Development and Reprogramming
marketing strategy
Website Redesigning Beta Testing and Review Website Relaunch Website Maintenance and Up Keep Diverse model photoshoots for website Garment videos Staff training to improve customer service Marketing Timeline 2021 Analyse customer feedback of new website App Development and Reprogramming App Redesigning App Relaunch App Maintenance and Up Keep Influencer Outreach New Campaign Planning New Campaign Production New Campaign Release Product Reduction on Website Marketing Timeline 2022 Further customer feedback analysis of app and website Staff training to improve customer service Initial pop-up store planning Set up pop-up stores (install virtual technology) Pop-up store launch Analyse customer feedback of pop-up stores
This Gantt chart oulines the each year of the 3-year marketing plan and provides details of each tactic and how it will be planned, designed and executed. This method enables boohoo to understand how long each strategy will take and also to control time management so that the brand is not doing everything all at the same time.
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PART FIVE communication plan
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communication plan
objectives
communication objectives: To host a successful website launch party with celebrities and influencers, featuring coverage of the event of social media to get customers interested in the new website. To focus on engaging customers through email marketing and app notifications, acquiring a +7% increase in customer interaction with the email/notification (clicking on a link which directs them to a boohoo page) by 2021. To implement Guerilla marketing into boohoo’s promotional strategy in order to get people talking about the brand online and offline.
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communication plan
The influencer launch event will allow boohoo to demonstrate the new innovative technologies that will be integrated into the website, allowing influencers to use their own personal platforms and followings to share their opinions of the website with consumers. Influencer marketing has proven to be an effective way of delivering to customers as they feel like influencers are more trustworthy. Furthermore, as boohoo's main focus is on the consumers and their personal experience with the brand, a social media competition will be held to invite them to the launch party and to get a taste for what new innovative experiences they will have when shopping at boohoo. In addition, another promotional tactic that boohoo can develop is email newsletters and app notifications so that customers are delivered a personal message which provides key information about the new website. App notifications are a method that boohoo have already adapted however, it could be taken even further in order to get the customers attention and encourage a purchase through discount codes, information about new website technology and campaign messages.
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communication plan
The communication plan will be adapted in the the first year of the marketing strategy plan and will involve promoting the relaunch of boohoo's new and improved website. This will be done through an influencer event and Guerilla marketing tactics.
communication plan
influencer event
An influencer launch event will be held on the 9th May 2020 to celebrate the launch of boohoo's new and improved website. The event will be at Altitude in London and the purpose of the event is to inform influencers on the new website technology. Interactive mirrors will be at the event so that guests can experience what the new innovations will be such as the proposed virtual dressing room that will help to improve online sizing for customers. Boohoo will invite 100 of the most popular fashion influencers that they have worked with as well as 5 competition winners. A competition will be held on Instagram 2 weeks before the event and will allow winning customers to get a sneak peek into what boohoo has planned for the relaunch. Furthermore, guests coverage of the event on social media will build excitement and get people interested in the relaunch. PR invites will be sent out to guests a month in advance. The event will feature a DJ, canapes and a night in the Park Plaza Hotel in London. In addition, there will be a photographer and videographer who will document the event and boohoo will be able to post footage onto their social media in order to advertise the new website and new technical advance that will be incorporated in the website.
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influencer event
communication plan
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communication plan
guerilla marketing
Harasewych (2015) defines Guerilla marketing as "a tactic ideal for small businesses, but available to any size business - assuming they are creative, flexible, and willing to take a risk". Boohoo can implement Guerilla marketing tactics into the one year communication plan as it is a powerful and effective way of gaining free publicity as it makes people talk about the brand. The first tactic is by advertising the new website launch with the use of a pink branded blimp with the date of the launch which will be flown across difference cities in the UK. This stunt will get the public talking and sharing on social media and give the brand publicity exposure and therefore attract more consumers to the relaunch. Secondly, street marketing can be incorporated using virtual mirrors which will show people how boohoo clothing will look and fit on their own unique body and this will reflect the new technical innovations that boohoo are building into their website. Furthermore, another Guerilla stunt that is a cheap yet bold way of portraing a message is by having models of all different body types lined up across a zebra crossing in the streets on London. This tactic will not only display how boohoo celebrates body diversity but all of the models will be wearing the same items on clothing which will show how boohoo clothes are make for everyone. Guerilla marketing will be a highly effective way of creating publicity for the brand, the brand's core message and the new website relaunch.
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guerilla marketing
communication plan
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communication plan
timeline Communication Timeline 2020
Jan - March
April - June
July - Sept
Oct - Dec
Website Relaunch Press Release Social Media Announcements Email Newsletters Banner added to website Advertisements sent to magazines Blog Post about relaunch Guerilla Marketing/Billboard Adverts Launch Party Invitations sent to influencers Launch Party Competition held on Instagram Clothing sent to influencers for launch event LAUNCH EVENT Blogger reviews of relaunch preview Coverage on social media of event Influencer Live Take-Over on Instagram Affliate Marketing/Influencer promotion on social media WEBSITE RELAUNCH Share positive customer feedback on social media Continue to promote new website using discount codes
This Gantt chart oulines the first year commmunicaion plan and is broken down into 3 months in order to present a timeline of promotional strategies as well as when the key marketing strategies are scheduled.
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budgeting Finance: Costing for strategy Jan
Location
Feb
March
April
£1200
Insurance
£200
Catering
£100
Interactive Mirrors (x3)
May
June
July
August
Sept
£10000
£10000
£10000
£10000
Oct
Nov
Dec
£12000 £1500 £45000
DJ
£1500
Photography/Video
£2000
Influencer Package Invites
£1000
Magazine Advertisments
£100000
Social Media Advertisments
£10000
Guerilla Marketing
£10000 £200000
Temp Staff
£750
Security
£200
Guest Transport
£2000
Staff Transport
£1500
Guest Hotel (1 night)
£15000 Total £1500
£45000
£1000
£36,450
£10000
£310000
£423,950
Cost references can be found in the appendix
This spreadsheet shows the costing for the one year communication plan, which includes the influencer launch event, and breaksdown into every cost and when they will be paid. The total cost fits under the budget of £1million.
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communication plan
Comms Costs
measuring success
Monitor boohoo's social media to ensure significant growth is achieved Engagement rate tracked across all social media through followers, likes and comments Monitor sales before and after website relaunch in order to see if there is any initial increase Monitor the success of monthly emails by tracking number of subscribes to ensure this is increasing Success of Instagram influencers using the unique discount codes given to them to seen which has lead to the most sales Customer retention will be measured by how long a customer spends on the website and their journey on site
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conclusion
This report has demonstrated how boohoo can incorporate a 3 year marketing strategy and a 1 year communication plan in order to take online shopping and customer experience to a whole new level. As the fast fashion industry continues to grow, consumers are going to demand new innovative ways to make their online shopping experiences easier, efficient and more accurate. Boohoo will be able to provide their customers with technology that will enable them to virtually measure their body and select the perfect size garment immediately, allowing them to swiftly make a purchase without the hassle of deciding on a size. By implementing this innovative technology, boohoo will be able to reduce the number on returns, create stronger customer loyalty and therefore increase sale. This will drive boohoo to become the leading brand in the market.
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references
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SPECIAL GUEST CONTRIBUTOR, 2018, Ecommerce Site Search Best Practices: How to Sell More to the People Who Want to Buy Now. Shopify Inc. Available at: https://www.shopify.com/enterprise/ecommerce-site-search-best-practices#ecommerce-site-search-best-practice-3 Accessed 5/1/19 SULLIVAN, C., 2017, Boohoo business model pushes fast fashion to step up a gear, Financial Times. Available at: https://www.ft.com/content/f1a246483a19-11e7-ac89-b01cc67cfeec Accessed 22/11/18 WARD, T., 2018, The Influencer Marketing Trends That Will Explode in 2019, Forbes. Available at:https://www.forbes.com/sites/tomward/2018/12/18/theinfluencer-marketing-trends-that-will-explode-in-2019/#3c5029562786 Accessed 16/12/18
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GILLILAND, N., 2017, Five reasons behind Boohoo’s 97% increase in profits. Econsultancy. Available at: https://econsultancy.com/five-reasons-behindboohoo-s-97-increase-in-profits/ Accessed 22/11/18 IBISWORLD, 2018, Clothing Retailing - UK Market Research Report, IBISWorld. Available at: https://www.ibisworld.co.uk/industry-trends/market-researchreports/wholesale-retail-trade/except-of-motor-vehicles-motorcycles/clothing-retailing.html Accessed 12/12/18 MARTIN, K., 2018, Boohoo sales jump 50% in fast fashion surge, Financial Times. Available at: https://www.ft.com/content/143f5c84-6e0a-11e8-92d36c13e5c92914 Accessed 3/1/19 MAZOUR, I., 2017, A tailored fit: How Boohoo used digital marketing to drive sales and grow revenue, Marketing Tech. Available at: https://www. marketingtechnews.net/news/2017/oct/23/tailored-fit-how-boohoo-used-digital-marketing-drive-sales-and-grow-revenue/ Accessed 7/12/18 MENDELLEVICH, O., 2019, Why generation Z will drive the growth of visual search, Marketing Tech. Available at: https://www.marketingtechnews.net/ news/2019/jan/09/why-generation-z-will-drive-growth-visual-search/ Accessed 10/1/19 PIZEN, B., 2013, Website Timeline: A Plan For Success. UPANUP. Available at: https://www.upanup.com/blog/website-timeline-plan-success 13/1/19
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REUTERS, 2018, Online Clothing Retailers Hunt for Better Fit to Cut Costly Returns. Business of Fashion. Available at: https://www.businessoffashion. com/articles/news-analysis/online-clothing-retailers-hunt-for-better-fit-to-cut-costly-returns Accessed 13/1/19 RICHARDSON, S., 2018, Primark Development Plan, Issuu. Available at: https://issuu.com/skyerichardson/docs/indesign_project_to_print_ 18/11/18
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ROVNICK, N. & ELEY, J., 2018, Fast-fashion chain Boohoo almost doubles sales in 2018, Financial Times. Available at: https://www.ft.com/content/ f6b72d9c-4850-11e8-8ee8-cae73aab7ccb Accessed 19/12/18 SPACE48, 2018, The Rise of Fast Fashion: High Street vs Online Fashion Retailers. Space48. Available at: https://www.space48.com/blog/high-streetversus-online-fashion-retailers Accessed 8/1/19
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FERN FORT UNIVERSITY, 2018, Boohoo.com Plc PESTEL & Environment Analysis. Fern Fort University. Available at: http://fernfortuniversity.com/termpapers/pestel/nyse4/6728-boohoo-com-plc.php Accessed 20/11/18
budgeting references COSTHELPER, 2018, Event Photographer Cost, CostHelper. Available at: https://smallbusiness.costhelper.com/eventphotography.html Accessed 15/1/19 CRISSIBETH, 2018, How to activate the perfect influencer event, PR Week. Available at: https://www.prweek.com/ article/1453300/activate-perfect-influencer-event Accessed 15/1/19
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EVENTBRITE, 2018, How Much Does it Really Cost to Run an Event?, Eventbrite Blog. Available at: https://www. eventbrite.co.uk/blog/much-really-cost-run-event-ds00/ Accessed 15/1/19 EVENT INSURANCE, 2018, How much is Public Liability Insurance?, Event Insurance Services Ltd. Available at: https://www.events-insurance.co.uk/public-liability-insurance/how-much-is-public-liability-insurance- Accessed 15/1/19 GLASSDOOR, 2018, Event Staff Salaries, Glassdoor. Available at: https://www.glassdoor.co.uk/Salaries/eventstaff-salary-SRCH_KO0,11.htm Accessed 15/1/19 HIRESPACE, 2019, Whole Venue at Altitude London - Altitude 360, Hire Space. Available at: https://hirespace.com/ Spaces/London/6622 Accessed 15/1/19 PROMOGROUP, 2019, Costs - advertising campaigns on PromoBlimps, PromoGroup. Available at:https://www.promobikes. co.uk/promoblimpscosts.html Accessed 15/1/19 STORM, D., 2015, Could cool smart mirror in futuristic fitting room lead to creepy data tracking?, Computer World. Available at: https://www.computerworld.com/article/3006294/data-privacy/could-cool-smart-mirror-infuturistic-fitting-room-lead-to-creepy-data-tracking.html Accessed 15/1/19 THUMBTACK, 2018, How much does a bodyguard cost? Thumbtack. Available: https://www.thumbtack.com/p/bodyguardcost Accessed 15/1/19
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illustrations FANSHAWE, F., 2014, https:// www.legalbusiness.co.uk/ blogs/the-new-asos-boohoocom-announces-new-panelafter-expectation-surpassingaim-listing/ Accessed 8/1/19 BOOHOO, 2017, https://thefix. boohoo.com/au/story/allgirlsboohoo-christmas Accessed 5/12/18
BOOHOO, 2018, https://www. boohoo.com/wet-look-snakemini-skirt/DZZ07335.html Accessed 12/12/18
BOOHOO, 2018, https://www. boohoo.com/shaggy-faux-furcoat/DZZ19362.html Accessed 12/12/18
BOOHOO (Date Unknown), http://www.boohooplc. com/media/image-gallery/ boohoo-campaign-6.aspx Accessed 16/12/18
BOOHOO, 2018, https:// thefix.boohoo.com/ story/49919 Accessed 5/1/19
BOOHOO, 2018, http://www. boohooplc.com/media/imagegallery/boohoo-campaign-1. aspx Accessed 5/1/19
BOOHOO, 2018, https:// www.boohoo.com/metallicspot-ruffle-plunge-blouse/ DZZ10705.html?color=616 Accessed 12/12/18
BOOHOO, 2018, https://www. boohoo.com/teddy-fauxfur-trucker/DZZ08519.html Accessed 12/12/18
BOOHOO, 2017, https:// thefix.boohoo.com/ story/allgirls-boohoo Accessed 9/1/19
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BOOHOO, 2018, https:// thefix.boohoo.com/ story/49919 Accessed 9/1/19 BOOHOO, 2018, https:// thefix.boohoo.com/ story/49919 Accessed 9/1/19
BOOHOO, 2018, https:// thefix.boohoo.com/ story/49919 Accessed 9/1/19
BOOHOO, 2018, http://www. boohooplc.com/media/imagegallery/boohoo-campaign-4. aspx Accessed 9/1/19
BOOHOO, 2018, https:// thefix.boohoo.com/ story/49919 Accessed 3/1/19
BOOHOO, 2018, https:// thefix.boohoo.com/ story/49919 Accessed 3/1/19
references
BOOHOO, 2017, https://thefix. boohoo.com/category/blog/ campaign Accessed 7/12/18
BOOHOO (Date Unknown), https://www.boohoo.com/ features/tv-advert.html Accessed 9/1/19
illustrations BOOHOO, 2017, https:// thefix.boohoo.com/story/ ultimate-allgirls-nightwin Accessed 6/1/19
BOOHOO, 2017, https:// www.boohoo.com/features/ festival-shop.html Accessed 17/12/18
WAVEBREAK MEDIA, (Date Unknown), https://dissolve.com/stock-photo/ Relaxed-stylish-businesswomandrinking-coffee-outside-urbanroyalty-free-image/131-211191 Accessed 17/12/18 BOOHOO, 2018, http://www. boohooplc.com/media/imagegallery/boohoo-campaign-4. aspx Accessed 6/1/19
BOOHOO, 2016, https:// killerfashionirl. wordpress.com/2016/11/19/ party-season-with-boohoocom/ Accessed 15/12/18
THE FINANCIAL TIMES, 2018, https:// www.ft.com/ content/143f5c84-6e0a11e8-92d3-6c13e5c92914 Accessed 20/12/18
BOOHOO, 2018, https:// milled.com/boohoo-ie/ the-year-of-you-gni_ zjr0haBwv3Kv Accessed 20/12/18
BOOHOO, 2018, https:// internetretailing.net/ themes/themes/boohoogroup-on-what-makesit-successful-18430 Accessed 20/12/18
BOOHOO, 2019, https:// thefix.boohoo.com/story/ introducing-the-year-ofyou Accessed 3/1/19
BOOHOO, 2018, https:// twitter.com/boohoo/ status/1038049244341399554 Accessed 9/1/19
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BOOHOO, 2018, https://www. manchestereveningnews.co.uk/ business/business-news/ manchester-boohoo-boohoocomresults-financial-14574286 Accessed 9/1/19
BOOHOO, 2018, https:// valeurmagazine.com/boohoox-paris-hilton-collection/ Accessed 3/1/19
BOOHOO, 2018, http://www. flavourmag.co.uk/stefflondon-x-boohoo-collectionunleashed/ Accessed 6/1/19
EUROMONITOR, 2018, http:// go.euromonitor.com/rs/805KOK-719/images/wpGCT2018. pdf?mkt_ Accessed 10/1/19 EUROMONITOR, 2018, http://go.euromonitor. com/rs/805-KOK-719/ images/wpGCT2018. pdf?mkt_ Accessed 10/1/19 WEALTHLAB, 2018, http://wealthlab. co/billion-dollarmarketing-dilemma-areyou-being-ripped-off-bysocial-media-influencers Accessed 11/1/19
references
GRABOVSKAYA, 2017, https:// creativemarket.com/ Grabovskaya/2056004-Theconcept-of-street-fashion.young-stylish-girl-studentwearing-boyfrend-jeanswhite-sneakers-brightyellow-sweetshot.She-hold Accessed 17/12/18
BOOHOO, 2018, https:// www.elitedaily.com/p/ disney-x-boohoos-newcollaboration-is-notyour-average-childhoodsouvenir-10244932 Accessed 20/12/18
illustrations SHOPIFY, 2018, https:// www.shopify.com/ enterprise/ecommercefashion-industry Accessed 11/1/19
references
BOOHOO, 2018, https:// thefix.boohoo.com/story/ the-zendaya-edit Accessed 12/1/19
BOOHOO, 2018, https:// us.boohoo.com/features/ halloween.html Accessed 12/1/19
BOOHOO, 2018, https://www.boohoo. com/features/ jordynwoodsxboohoo.html Accessed 13/1/19
BOOHOO, 2018, https:// www.boohoo.com/features/ stefflon-don.html Accessed 12/1/19 ALTITUDE LONDON, 2015, https://www. altitudelondon.com/ dry-hire-made-easy-ataltitude/ Accessed 18/1/19 ZUGURA, 2018, http:// zugara.com/virtualdressing-room-technology Accessed 18/1/19
BOOHOO, 2019, https:// thefix.boohoo.com/ category/blog/events Accessed 18/1/19 DKNY, 2012, http:// mystylishlittlesecret. blogspot.com/2012/06/ guerrilla-runway-show. html Accessed 16/1/19
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appendix
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focus group Natasha Dabinett: 20 What influenced you to first buy from boohoo? (price, popularity, reputation?)
appendix
I saw a clothing site advertised and went on their website, as I often online shop, and saw that it sold many of the items and styles that I usually buy e.g. dresses for going out, t-shirts etc. It was very affordable, and I wanted to see if the quality was good so I bought a few items to test it out. What is your favorite thing about shopping at boohoo? I think that my favourite thing about shopping at boohoo is that it is cheap and reliable. It is usually a few pounds cheapers than other online brands such as Missguided and Pretty Little Thing and there are always discount codes and offers which encourage ,e to buy from them. There is also a HUGE range of items so if I needed a dress for a party or something I know that I will definitely be able to find one on their website. How often do you engage with the brand on social media platform? I have had the app on my phone for probably a year now and browse on it once or twice a week. I have recently followed the brand on Instagram as they had a Christmas promotion on where you could win money, vouchers etc if you follow and like their posts. I think it is a really a good idea as it is an easy way to increase their following and show people their clothing through Instagram posts. Are promotional offers/discounts and important factor to you when deciding to shop with boohoo? Yes there are always discounts on boohoo and as I am a student that definitely encourages me to shop with them as I feel like I am getting a good deal and a better deal than if I shopped with another a brand (who doesn't have an offer on) Do social media influencers encourage you to buy from boohoo? Not really, if I see something I like I am more likely to buy it regardless of who is wearing it. I do like the collections they do with celebrities and social media influencers as a concept though as it is nice to see someone have an input in a brand and the brand create different styles that they usually would.
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focus group Natasha Dabinett: 20 Would you say shopping experience is an important aspect when shopping online?
How would you rate your online shopping experiences at boohoo (on a scale of 1, bad - 10, exceptional) I would probably give it a 7 as the website is quite clearly laid out and I like the use of models in the photos and the discounts. There are a lot of clothing on the website and I think sometimes it is a bit overwhelming, however, if you just need one item and know what you want you can easily search for it in the search bar and find it. How beneficial do you think a new website relaunch would be for boohoo (on a scale of 1, not at all - 10, highly beneficial) I think maybe a 4 as I don’t think there is any major problems with the website. Maybe it is abit dates and not as new looking as their rivals and I think they would benefit from scaling down the amount of items you can see on the page as currently it is five per row which is quite a lot. What new elements would you expect to see on their next website? Maybe more collections from celebrities and social media stars to increase their audience and more out their collections with more variety of models and styles. I think they would also benefit from videos of their adverts on their websites and more edits of a particular style so you can visualise it as a concept not just the individual pieces. I also like the idea of videos of the models in the clothes like there are on ASOS where you can see how the clothes fit when you walk and shows the brand as putting in a bit more effort and care into trying to sell the products.
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appendix
Yes, if I can navigate through the website e.g. if it is easy to refine my searches and find what type of item I am looking for it is much better for me and more enjoyable instead of getting stressed and then going on another website. I think it is also important that the website looks good (nice pictures, titles, colours etc) as a website which looks unfinished or unprofessional puts you off spending money on the brand and coming back to them again. I also like when you can see the items of clothing on models and when they specify measurements and sizes as it is always risky buying clothing online as you do not have the option to try it on before you buy.
focus group Lydia Warren: 20 What influenced you to first buy from boohoo? (price, popularity, reputation?) "The collection with Fashioninflux because I saw the clothes on her Instagram and it made me want to buy them. I was also looking there as a last resort when I was trying to find something that I wanted." How often do you engage with the brand on social media platform?
appendix
"I don't follow boohoo on any social media." Are promotional offers/discounts and important factor to you when deciding to shop with boohoo? "Yes, I always look if there is a code before I buy. Due to the quality of boohoo products, I will not be willing to pay full price for some of the items so will not buy unless there is a discount code." Do social media influencers encourage you to buy from boohoo? "Yes, I bought from the Fashionflux collection and I also looked and browsed through the Naomi Genes collection." Would you say shopping experience is an important aspect when shopping online? "Absolutely, I feel it is important to know how to navigate the page and feel that I can see the items clearly." How would you rate your online shopping experiences at boohoo (on a scale of 1, bad - 10, exceptional) "I would rate my experiences a 3." How beneficial do you think a new website relaunch would be for boohoo (on a scale of 1, not at all - 10, highly beneficial) "I think that a new website would be quite beneficial and would rate it a 7." What new elements would you expect to see on their next website? "A more succinct searhc list so that if I am looking for something I want to be able to find it easily. Also I think that less items will enable me to find items easier and will narrow down my search. Having more views of the clothing and being able to view the items on models in videos. I also find reviews from other customers really helpful."
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focus group Lily-Anne Dineley: 19 What influenced you to first buy from boohoo? (price, popularity, reputation?) "I first bought from boohoo because I had heard of it many times before so assumed it was popular with people around the same age as me and I wasn't aware of it having a bad reputation." What is your favourite thing about shopping at boohoo?
How often do you engage with the brand on social media platforms? "Never" Are promotional offers/discounts an important factor to you when deciding to shop with boohoo? "They are important to a certain extent because the quality of the clothes isn’t great, but the original prices are normally reasonable anyway." Do social media influences encourage you to buy from boohoo? "Yes, if I am to see that a social media influencer is wearing boohoo, it reminds me of the brand and to check their website to see what’s new. If there is an influencer who I look up to in terms of fashion and style, then I want to wear what they are wearing, so if that is boohoo then I will want to shop there."
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"My favourite thing is probably that there is so many clothes on boohoo and that it is likely that I will find something that I like, and the prices are reasonable as there are many sales."
focus group Lily-Anne Dineley: 19 Would you say shopping experience is an important aspect when shopping online? "It is very important for me because if the shopping experience isn’t easy, simple and stress free, then I might as well just go to a shop on the high street, so I can see exactly what I am paying for." How would you rate your online shopping experiences at boohoo?(on a scale of 1, bad - 10, exceptional)
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"5/10" How beneficial do you think a new website relaunch would be for boohoo?(on a scale of 1, not at all - 10, highly beneficial) "8/10" What new elements would you expect to see on their next website? "Less items or more specific categories with therefore less items within them and also maybe more ways to sort or refine your searches so it is even easier to find what you are looking for. I also think that simpler, less messy website layout would make it look more appealing to customers."
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focus group Nikki Bhardwaj: 21 What influenced you to first buy from boohoo? (price, popularity, reputation?) "Seeing fashion bloggers post pictures on Instagram wearing boohoo clothing." How often do you engage with the brand on social media platform? "Never" Are promotional offers/discounts and important factor to you when deciding to shop with boohoo?
Do social media influencers encourage you to buy from boohoo? "Always! They are the main way that I discover boohoo pieces online." Would you say shopping experience is an important aspect when shopping online? "Yes, the website need to be clear, easy to navigate and also appealing to look at. I feel like boohoo’s website layout and colour scheme is little bit tacky." How would you rate your online shopping experiences at boohoo (on a scale of 1, bad - 10, exceptional) "5/10" How beneficial do you think a new website relaunch would be for boohoo (on a scale of 1, not at all - 10, highly beneficial) "8/10" What new elements would you expect to see on their next website? "A better website aesthetic, more collaborations with bigger influencers and brands and also more pop-up shops that customers can go to."
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"They encourage me to buy from them but if I see something that is not on offer and I really like it then I will still purchase regardless."
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