There may be a decline in the popularity of fast-fashion — see Forever 21 — but there are some brands still managing to stay afloat, even posting significant growth quarter after quarter.
One such outlier in the fast-fashion space is U.K.-based Boohoo Group, which owns fast-fashion brands Boohoo, Pretty Little Thing and Nasty Gal. The group’s revenue increased 43% in the six months ending Aug. 31, 2019, compared to the same period in 2018. One significant reason for the company’s continued success is its approach to the most traditional form of influencer marketing: hiring celebrities. In short, the company taps high-profile celebrities to put their name on new collections and star in the marketing campaigns in an effort to sell more clothes.
Boohoo Group PLC (LON:BOO) operates as an online fashion retailer in the United Kingdom, rest of Europe, the United States, and internationally. The company also provides its products under the boohoo, boohooMAN, PrettyLittleThing, Nasty Gal & Miss Pap brand names.
