May 14, 2018 | By Sidney Morgan-Petro
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BoohooMAN’s blisteringly quick rise to prominence is giving the big players in youthful menswear real cause for concern. The brand has just unveiled its latest weapon in the increasingly cut-throat world of menswear – a new line called Premium that builds on the successful combination of sharp price points, super-fast lead times and a nimbleness that leaves more traditional retailers for dust. This latest step signals further expansion, which has seen the newly stand-alone menswear site augment core lines with special editions, collaborations and sub-brands.
Just a year after the menswear moved to a stand-alone pure play site and bolstered by a successful TV ad campaign, boohooMAN went on to partner with celebrities such as Quincy, Rae Sremmurd, Tyga and Love Island winner Kem Cetinay, showing an understanding of their Millennial consumer and alligning them to the online presence, personal style and influencer-impact of these figures to guide traffic to the boohooMAN site.
In deft moves which have left older, far more established retailers standing, the brand went on to introduce the plus-sized Big & Tall range, as well as tailoring, boys and a Pride collection. The company inadvertently showed its production flexibility when it stepped in to create a #weareManchester tee shirt in the wake of the terrorist attack there, with the shirt designed and available to buy on the site within seven days and giving 100% of profits to charity.
But it’s not just the company’s profile that has grown. The Big & Tall range, launched in July, began with a 15 product range and now features over 100 items, while across the whole boohooMAN offer, the ‘new-in’ men’s products arriving in September –October grew by 57% YOY, creating a picture of a brand enjoying huge growth. For the year ended 28 February 2017,the wider boohoo group saw revenue rise by a massive 51% to £294.6m, with £283.4 million, (up 45% YOY) attributed to boohoo itself. And the company’s ambitions are global, with the USA alone chalking up 145% sales growth.
All this, then, bodes well for the brand spanking new Premium range. Having expanded its price architecture over the last year (there are now more than 10 times the number of products priced over £50 than in 2016), boohooMAN has taken the step of offering a 40 item collection that features some real statement pieces across apparel and accessories which are perfect for the up-coming party season. Watch out for pieces embellished with lush appliquéd roses, a studded suede western jacket and show-stopping sequined bomber.
Prices remain keen, starting from £12 and topping out at £120. Jay Hassan, Menswear Communications Officer said of the new venture “Affordable, fast fashion is a huge focus for boohooMAN, however we wanted to appeal to and encourage customers who invest in key, one-off pieces to shop with us by creating an exclusive offering of luxury product”.
There’s no reason why this range shouldn’t experience the same impressive growth as the rest of the business, confirming that boohooMAN is a business that young men’s fashion retailers should ignore at their peril. In the increasingly crowded menswear market, an agile and free-thinking company such as this sets the tone, shelving old-school rag trade blueprints for an altogether more modern outlook, not just in terms of how to reach out to the consumer but also when it comes to production and speed-to-market strategy. The question we should all be asking is what will boohooMAN do next and who among the current high street behemoths will fail to keep up?
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