Strategies for Boohoo.com in UK Fashion Retail

Project

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
Background of company..................................................................................................................3
Key changes in UK fashion retail................................................................................................4
Key changes in micro environment.............................................................................................5
Various strategies and tactics that could be used by Boohoo. Com............................................6
RECOMMENDATION...................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................9

INTRODUCTION
Retail is one of the huge industries growing at rapid pace in UK by delivering qualitative
products and services from manufacture to end users so that requirements of diverse individual
can be fulfilled. So, in another term retail is a segment which acts as a intermediately between
manufacture and customers in order to earn specific amount of profit margin. Fashion retail is
types of industry in which company delivered products such as clothing as per recent trends,
demand of customers for effective achievement of their goals. Most of the individual in society
wants to look attractive, stylish in order to show off other people so they have forced firm to
make better and innovative clothes design so that they can look and feel better than other people
living in society. There are large number of pattern, design are available with retailers
companies in order to satisfied wants of diverse individual. This report is about Boohoo.com that
is one of the leading enterprises in online fashion retailers in UK. It has analysis various micro
and macro factors that affects on business operation and strategy of firm. At last it has suggested
various strategies, tactic that can be used by firm to gain competitive advantages in future
circumstances.
Background of company
Boohoo. Com is a public limited company which was established in 2006 by Mahmud
Khan with an motivate to delivered fashion clothes or products to people between age group of
16-30 years old. Company have huge market share in online fashion retail of UK with net
revenue of £856.9 million and employees approximately 2,352 as per 2019. It can be stated that
most of clothe products sell by Boohoo.com are manufactured itself in UK that is in London,
Leicester and Manchester. Organisation has more than 36000 products and its own brand in
order to satisfy needs of customers in best possible manner and retain its market share. Customer
have free choice to select specific clothe fashion design for satisfaction of their needs as Boohoo.
Com deals in wide varieties of products and services. Boohoo.com by not providing minimum
wages to employees and forcing them to work overtime so that it can earn more has reduced its
market value. In pandemic situation of Covid -19 firm has not abide to social distancing which
has adverse impact on health and safety of various workers performing different function in
organisation. As per 2019 company had generated sales of £856.9m by offering unique,
differentiate clothes products to diverse individual living in society.