Analysis of Boohoo's Marketing and Branding Strategies Report

This report provides an in-depth analysis of Boohoo's marketing and branding strategies. It begins with an introduction to marketing strategies and the company's background as an online fashion retailer. The main body delves into Boohoo's marketing mix, including product (fast fashion), price (low-cost), place (online platforms), and promotion (social media and diverse models). The report also examines additional strategies like mobile optimization and advertising to a broad audience. Branding strategies such as recognizable design features and brand exposure are discussed. Recommendations include celebrity endorsements and maintaining customer loyalty by delivering on promises of affordable, fashionable clothing. The report concludes that Boohoo's effective marketing has enabled it to attract and retain its target customers, with suggestions for further market expansion and customer segmentation. The report is a comprehensive study of the company's success in a competitive market.

Boohoo

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Marketing strategy of Boohoo.....................................................................................................3
Recommendation.........................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing strategy are plans which are employed by the company to more effectively
market its products and services so that company can achieve its objectives more effectively.
This is also known as game plan of the business to reach to prospective customers and attract
them to buy products and services of the company. This study will discuss marketing strategies
and branding strategies of Boohoo. Boohoo is an online fashion based retailer. The company was
founded in 2006 by Mahmud Kamani and Carol Kane and it own brand fashion retailer. The
company is headquartered at Manchester, UK and area served by the company is UK.
MAIN BODY
Marketing strategy of Boohoo
Boohoo has grown rapidly and marketing strategy of Boohoo is very strong and effective.
There are various marketing strategies and in relation with Boohoo its marketing in every aspects
has been very effective. To assess Boohoo and its marketing strategy marketing mix of Boohoo
needs to be analysed. This is as follows-
Product- Products of the Boohoo are fast fashion clothing. The products are developed to cater
the needs to people and audience of age group of 16-30 (Hendriksz, 2017). This age group is
most active in fashion shopping and active in having different type of clothing and rapidly
changing trends. Boohoo develops its products considering the needs of this age group. Boohoo
is a online fashion brand and online shopper are also mainly people of this age group and
Boohoo focus on providing maximum number of option and keep the cycle moving as the trends
change. Boohoo provides its own fashion brand to cater the needs of young age people willing to
own all type of fashion wear.
Price - Boohoo focused on key seasonal trends at low price and this is its major strategy that
attracted customers to buy products at cheap rate. Boohoo prices are low and focus on millennial
mindset that I want it now and rising expectation of consumers Boohoo increased its products at
low rate. Business model of Boohoo make it possible to deliver rapid and continuous cycle of
products which its consumers are looking forward to attain (Saad, 2019). Simply Boohoo offers

its products at the low cost so that young age generation willing to own many type of cloths can
afford the cloths and changing trends.
Place - place in the marketing mix is place where buyer and seller meet and interact with each
other. This place in marketing strategy of Boohoo is online platforms which is mobile app of the
Boohoo and website of Boohoo. This strategy of the marketing also considers the customers of
the company as trend of online shopping is increasing in young generation people and this is why
Boohoo has managed to grow so fast and effectively.
Promotion – Promotion and promotional strategies play a significant role in success of the
business. Boohoo has adopted a very effective strategy and the strategy is not limited to only one
or aspects. This covers all aspects, in this Boohoo widely promote its products. Social media a
main platform for promotion for Boohoo and the company use this platform wisely enough to
attract the customers. Boohoo has also considered current scenario and adopted that in its
promotion and considering that models in the promotional campaign of Boohoo are of different
size and shapes which is different from general standards of model. This helps in attracting
people by influencing their perception and creating a very positive brand image in which
company gives a more realistic experience to its customers (Liu and et.al., 2016). The content of
the promotional message of the company are related to current scenario and modern realistic
perception and this has managed to attract customers to buy the products of the company.
Other than these strategies, marketing strategies of Boohoo are;
Mobile Mindset
This is about giving users a seamless experience while they shop online and use their
mobile for the purpose of shopping. This is important as most of the users and customers are
shopping through mobile. Boohoo has developed its mobile application which provides option
like wishlist and account setting and also customised product choices to its customers. This
improves user experience.
Advertising to Many
Boohoo does not limit its marketing efforts to limited audience but marketing and
promotions of Boohoo are targeted for a large audience (Alexander, Nobbs and Varley, 2018).

Boohoo promote and market its advertising using various types of fashion model in terms of size
and body shapes and this have managed to give praise of many people. This help Boohoo in
attracting customers by showing something which is relevant and normal to people.
Advertising
Increasing use of digital and social media has changed the overall dynamic of marketing
and social media and digital platforms are being used for marketing more than traditional media
was used for marketing. There are various benefits associated with this form of advertising like
low cost and increased visibility. Social media platforms are being extensively used by
companies and for a company like Boohoo it can very effectively communicate its message
through social media in various forms as this allow to connect with customers directly and
company not only can share its message but can also identify and understand what its customers
are looking for in the products.
Social media also provides opportunity and paid marketing in which it can use other link
and channels to promote its products (Kaushik and et.al., 2020). This will increase its visibility
and company will be able to communicate to those who are not following the company and its
profile over social media.
Boohoo which is targeting customers of social media age this marketing is very effective
and beneficial and company is able to attract those through influential marketing strategies. This
also helps in identifying and understanding current trends so that company can use them in its
products.
Other than these traditional marketing strategies can also be used by Boohoo in order to
increase its customers. Traditional marketing strategies involve advertisement through
newspaper and TV advertisement, advertisement in magazines and advertisement at billboards.
TV and newspaper advertisements are successful marketing strategies from long ago and
are successful in present time as well. These strategies help in reaching to customers in mass
number. Newspaper advertisement might be not as successful as TV advertisement because the
current generation which Boohoo is targeting have less chances to reading newspaper and this is
why TV advertisements are more successful (Strähle, 2017). But other than this magazines and

Billboards advertisements are successful strategies. Fashions magazines are special attraction for
young age people and Boohoo can advertise in those to attract and increase its customers.
Billboards and digital billboards are effective way of promoting and marketing the products. This
allows communicating message of the company in various creative forms and manages to grab
attention at the streets of city.
Sales Promotion
Though Boohoo keep price of its products low but sales promotion always work and
become successful. This is selling products and at the same time promoting the products.
Company can employ sales promotions in various forms to attract customers to buy the products.
Sales promotion refers to selling goods with discounted price. This is one of the most effective
and successful strategy which is being used by the companies to attract customers towards them
(Venter, 2016). Young age customers who are target customers of the company are also attracted
with such offers and sales promotion and this is why this marketing strategy is always successful.
Branding Strategies of Boohoo
Branding is something which is known as something which helps create business its
distinct identity. Through this symbol and logo of the brand become easily identifiable. This is
important in marketing and creating and attracting more customers. This helps companies to
attract more customers as branding involves trust of quality and any characteristic which people
are looking for in a brand.
Branding helps business to grab attention of those who are ideal customers for the company.
Boohoo targets customers of a particular age group and branding strategy of Boohoo will help
company to get their attention.
Branding helps brand to stand out from other businesses in the same industry and make it easy
for customers to make decision regarding their needs and available products (Kim, Park and
Glovinsky, 2018). Branding is important because of various reasons and strategies that Boohoo
adopt and can adopt for branding are;
Design Recognisable Features

This means associating feature with the products of the brand in their branding this will
make it easy for customers to recognize the products and this will also create individual specific
identity of the brand. Feature associated with Boohoo is its own name which is specific as it is
designed and easy to recall by the customers. This is important as brand is all about distinct
identity and customers need to recognise the brand in order to stay loyal to the brand and stay its
customers for long time.
Exposing the Brand
This means that brand and product should be exposed to various platforms. This is
important so that more people can see and understand the availability of the brand and at the
same time they can also recognize the brand when they see the same product at some other place.
For Example, Boohoo expose its brand on various social media platforms and customers and
potential customers see that later they see the same brand on a billboard advertisement. This will
strengthen the impact of the brand and its presence and at the same time customer will be eager
to buy the product of that brand because of its strong exposure.
Recommendation
Current marketing strategies and branding strategies adopted and employed by Boohoo
are very effective and cover wider marketing platforms in most effective manner (Kim and
Sullivan, 2019). This is the reason that Boohoo has managed to succeed in competition with
many renowned and big brands. Branding strategy of Boohoo is also very effective and on the
basis of above study it can be concluded it can be recommended that
In relation with its marketing strategy Boohoo can employ celebrity endorsement and this
strategy of marketing has always worked. Celebrity endorsement is an effective strategy
specially for the customers Boohoo is targeting. This also adds value in the brand as they feature
celebrities and manage to attract those who are fan and followers of the celebrities.
Celebrity endorsement can also be on social media platforms in form of influential marketing.
This will make more significant impact on the young age people Boohoo is targeting for its
products.

In relation with its branding it can be recommended that it is very important for brands to keep
its customers loyal towards it that they do what they say. This is important as brands are more
about trust what their customers have on them and in case brands are not able to do what they
say they will not just lose their existing customers but will also find it difficult to attract new
customers. Boohoo needs to fulfil its promise of providing best fashion and at the low cost
(Childs and Jin, 2020). This will attract and keep its customers to it.
Its fast fashion at low price is identity and characteristic of its brand and this is why Boohoo
should always focus on that.
Boohoo and its success suggest that they can also increase their market in geographical way and
in form of customer segmentation (Venter, 2016). This will also contribute to its success in UK
and will strengthen its brand as common characteristic of brand is their wide existence and
availability.
CONCLUSION
On the basis of above study and discussion it can be concluded that marketing of Boohoo
is very strong and enough capable to attract and retain its ideal customers. This report discussed
marketing strategies and on the basis of this it can be said that Boohoo and its effective
marketing have managed to contribute company in its fast growth. Important element of its
marketing are its wide range of clothes which are in trend and its price which is affordable and
these element are important when company targets young age people who are willing to all type
of fashionable clothes to stay in trend. Branding strategies of company are as successful and
effective as its marketing strategy.

REFERENCES
Books and Journals
Alexander, B., Nobbs, K. and Varley, R., 2018. The growing permanence of pop-up outlets
within the international location strategies of fashion retailers. International Journal of
Retail & Distribution Management.
Childs, M. and Jin, B.E., 2020. Brand and retailer co-branding. Journal of Fashion Marketing
and Management: An International Journal.
Hendriksz, V., 2017. Boohoo, ASOS and Missguided Pave the Way for ‘Ultrafast
fashion’. Fashion United (online). Accessed March, 26, p.2019.
Kaushik, V and et.al., 2020. Why do online retailers succeed? The identification and
prioritization of success factors for Indian fashion retailers. Electronic Commerce
Research and Applications. 39. p.100906.
Kim, J., Park, J. and Glovinsky, P.L., 2018. Customer involvement, fashion consciousness, and
loyalty for fast-fashion retailers. Journal of Fashion Marketing and Management: An
International Journal.
Kim, Y.K. and Sullivan, P., 2019. Emotional branding speaks to consumers’ heart: The case of
fashion brands. Fashion and Textiles. 6(1). pp.1-16.
Liu, S and et.al., 2016. The standardization-localization dilemma of brand communications for
luxury fashion retailers' internationalization into China. Journal of Business
Research. 69(1). pp.357-364.
Saad, N.H.M., 2019. How Do Online Fashion Retailers in Asia Use Facebook Marketing
Strategies? A Case Study of FashionValet. Living in the digital ecosystem: technologies,
organizations and human agency. p.16.
Strähle, J., 2017. Green fashion retail. In Green Fashion Retail (pp. 1-6). Springer, Singapore.
Venter, M., 2016. Standing out on the high street: how fashion retailers are embracing
experiential marketing (Doctoral dissertation).