Boohoo Group Plc: Achieving Competitive Advantage During Pandemic

This report examines Boohoo Group Plc, a British online fashion retailer, and its strategies for success during and after the COVID-19 pandemic. It highlights the importance of adapting to changing environmental trends, such as fast fashion, buy now pay later options, and sustainable fashion. The report uses a questionnaire to gather insights on the fashion industry's impact and Boohoo's performance during the pandemic. Key findings indicate the need for Boohoo to focus on offering better quality and design, leveraging digital marketing, and attracting customers in a dynamic environment to maintain competitiveness. A SWOT analysis further identifies strengths, weaknesses, opportunities, and threats facing Boohoo, providing a comprehensive overview of the company's strategic landscape.

Assessment

Contents
INTRODUCTION...........................................................................................................................1
Background .....................................................................................................................................1
METHODS .....................................................................................................................................3
Strategy Tools ...............................................................................................................................10
Conclusion ....................................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Management is the administration of an organization where number of people works
collectively by understanding goals and give their contribution to accomplish the business goals.
This is important for each organization to understand the environment and comes to know what
people wants and how they could be satisfied to operate their business. To start and manage a
business there is need to have proper planning and strategies which are followed by managers to
regulate their business and develop the business performance (Nurfadila, 2020). The
environment is changing day by day where it became important to introduce the kind of products
and services as it influences the number of customers and supports to increase productivity. To
understand about changes Boohoo Group Plc has been taken that is British online fashion
retailer, was founded in 2006 by Mahmud Kamani Carol Kane for the purpose of offering better
quality and design of products as well as services to their customers.
The organization is growing its business steadily during the Covid-19 pandmic and
increased the sales by providing online services. The company get success as it care about threat
of the online retailers that can help to develop the organizational performance. The management
should be understand the requirement of their customer and then offer the products in fashion
world which increased the productivity.
Background
For each organization it is important to have focus on changing environment as it bring
changes in needs and wants of people then introduce the products accordingly. If there is lack
focus on business environment then could be challenging to operate the business. A business
person requires to have proper information and data regarding current trends as it helps to know
how their customers will be influenced to manage and work at the workplace. This is important
for each organization to conduct the environment analysis and introduce the products in
environment. As Covid occurred in whole world which has impacted negatively on business
performance and productivity (Sumarliah, Li, Wang, Moosa, and Sackey, 2021). Boohoo is the
larger size multinational retailer in fashion world that offers different types of fashion products
and services in pandemic period by using online method that helps to increase the business
productivity and profitability. In fashion world there are different trends which are as followed:
Fast Fashion

Due to changing in environment needs and wants of customers also getting to change
where it became important to introduce the products and services by following the new trend.
The fast fashion world is used to determining clothing design which move quickly from the
catwalk to stores to take trends advantages. If organization is able to walk with new trend then it
would be opportunity to grow a business in competitive world. Boohoo is the larger
multinational retailer that follows the fast fashion trend by offering better quality of products and
services which influences the number of customers effectively. The marketing management of
such organization analysis the environment and comes to know what products should be
introduce for the purpose of bring changes and offering better quality of services.
Buy Now pay later
This could be explained as new trend followed by fashion retailers to provide a facility of
paying later to make purchase earlier. This is kind of short term loan that can help customers to
be influenced properly by receiving good quality of products and services. This is important for
each organization to understand the needs of customers and provide an opportunity to pay later.
Boohoo is fashion retailer that follows the new trend such as buy now pay later in which
customers have option to make purchase first and pay in future period which can help to develop
the organizational performance and productivity. In other words, this also allows their customers
to pay in instalment by the end of the stipulated time period for making purchases (Silva,
Hassani, and Madsen, 2019).
Sustainable Fashion
Fashion is one of the world's largest industries, however, it is also one of the most
polluting as changes are important for all as it helps to influence the number of people and
supports to develop organizational performance. The fashion plays an important role in global
economy with annual revenues that attracts the number of people by offering better quality and
design of products as well as services. The climate is changing day by day where it became
important for business industries to introduce the sustainable fashion by tackling the threat of
changing environment, reducing carbon footprints, and using natural threads instead of using
animals fur in designing the clothes. Boohoo is operating its business in fashion industry by
reducing carbon footprint, saving water, using natural raw material, and participating in CSR
activities which supported to develop the organizational performance (Pang, Ko, Kim, and Ko,
2021).

Having competitor
In business environment there are many businesses which are operating by business
concern by understanding needs and wants of their customers. This is most important for each
individual to understand the current trend and offer kind of products and services which supports
to develop the organizational performance. In UK, there are many fashion industries such as
H&M, ZARA, River Island and many more who are competitor of Boohoo creates the challenges
for selected company and might be affect business negatively. This is important for each
organization to operate the business by offering better quality of products and services in
competitive environment that supported to develop the organizational productivity and
profitability (Vanyan, and Kovaleva, 2020).
RESEARCH QUESTION
 How can Boohoo be successful and competitive during and post Covid Pandemic?
 What benefits could be taken by Boohoo in operating their business in fashion world?
METHODS
Methods in context to research is needed for an individual as it develop the understanding
regarding particular topic. This is important for each person to analysis the market and comes to
know what is happening around and how their customers will be influenced to work effectively.
In relation to current research 20 people are selected randomly by applying the probability
method. Number of questions has been asked to different people regarding fashion world and its
impact that are discussed below:
QUESTIONNAIRE
Q1) What is your gender? Frequency
a) Male 10
b) Female 10

a) Male b) Female
0
1
2
3
4
5
6
7
8
9
10
10 10
Interpretation – From the above it has been interpreted that 10 people are male and 10 are
females to whom questions regarding fashion industry has been asked.
Q2) What is the fashion world? Frequency
a) A way of life that revolves around the activities 5
b) Shaping and experiencing new products 15
c) To focus on new trend 5
a) A way of life that revolves around the activities
c) To focus on new trend
0
2
4
6
8
10
12
14
16

Interpretation – From the above it has interpreted that as per 15 people fashion world is
shaping and experience new products, as per 5 focus on new trend, and remaining 5 reveals way
of life that revolves around activities.
Q3) Is this important for fashion industry to follow new trend? Frequency
a) Yes 15
b) No 5
a) Yes b) No
0
2
4
6
8
10
12
14
16
Frequency
Interpretation – As per 15 people fashion industry in UK should follow new trend and remaining
5 denied to this statement (Lindgren Lukić, and Winberg, 2021).
Q4) According to Boohoo, fashion industry is.. Frequency
a) The production of raw material 10
b) designing the cloth material in new form 5
c) Principally fibres and textiles 5

Interpretation – According to 10 people who works in Boohoo fashion industry is the production
of raw material, as per 5 designing the cloth material in new form, and another 5 reveals
principally fibres and textiles.
Q5) What are the trends follows by fashion industry in changing
environment?
Frequency
a) Sustainable fashion 7
b) Fast fashion 7
c) Changing in climate and environment 7
d) Buy now pay later 6
a) The production of raw material
b) designing the cloth material in new form
c) Principally fibres and textiles
0
1
2
3
4
5
6
7
8
9
10
Frequency

a) Sustainable fashion
c) Changing in climate and environment
5.4
5.6
5.8
6
6.2
6.4
6.6
6.8
7
7 7 7
6
Interpretation – As per 7 people sustainable trend, another 7 stated fast fashion, 6 stated buy now
pay later and remaining 7 said fast fashion are effective trend that needs to follow (Sun, and
Shan, 2020).
Q6) What are the impacts of fashion world on fashion industries? Frequency
a) Positive impacts ` 12
b) Negative impacts 8
a) Positive impacts ` b) Negative impacts
0
2
4
6
8
10
12
12
8

Interpretation – From the above it has been explained that as per 12 people fashion world
impacts positively and another 8 said it impacts negatively.
Q7) How Boohoo has affected within Covid pandemic period? Frequency
a) positively 8
b) Negatively 12
a) positively b) Negatively
0
2
4
6
8
10
12
8
12
Interpretation – From the above it has been interpreted that as per 12 people Boohoo fashion has
affected negatively within covid period, and another 8 said it impacts positively (Irshaid, 2020).
Q8) How can Boohoo be successful and competitive during and post
Covid Pandemic?
Frequency
a) By offering better quality and design of products 8
b) To attract and influence the number of customers in changing
environment
5
c) To make the use of digital marketing and selling activities 7

a) By offering better quality and design of products
c) To make the use of digital marketing and selling activities
0
1
2
3
4
5
6
7
8
8
5
7
Interpretation – As per 8 people by offering better quality and design of products, as per 7
making the use of digital marketing and selling activities, and remaining 5 said to attract and
influence number of customers in changing environment that supports to make successful
business (Jain, and Mishra, 2020).
Q9) What benefits are getting by Boohoo by providing different types
and design of products in UK's fashion world?
Frequency
a) To increase the customer base 8
b) To attain the competitive advantages 5
c) To accomplish the business goals 7

a) To increase the customer base
b) To attain the competitive advantages
c) To accomplish the business goals
0
1
2
3
4
5
6
7
8
Interpretation – As per 8 people by increasing customer base, as per 7 people to accomplish the
business goals, and as per 5 people attaining competitive advantages Boohoo could get benefits
by offering different design of products in fashion world.
Strategy Tools
SWOT analysis of Boohoo Fashion.
Strength Weakness
 Boohoo is online ion retailer.
 This company catering to customers
from almost every country.
 Successful in implementing fashion for
all approach.
 Losing brand reputation.
 Lack of diversity in body positivity
movement (Murphy, 2021).
Opportunities Threats
 Online retail on the growth momentum
by understanding new demand.
 Using digital technology to enhance
shopping experience.
 Increasing competition in fashion retail.
 Changing consumer preference in
fashion world.

Conclusion
From the report it can be concluded that fashion industry is running faster as needs and
wants of people is also getting to changes where it became important for company to introduce
the changes and manage the activities. The trends in fashion industry are fast fashion, sustainable
fashion, changing in needs and wants of customers and others that affect the business positively.
Methods are used to collect the information regarding topic and manage the performance.

REFERENCES
Books and Journal
Nurfadila, S., 2020. Impact of Influencers in Consumer Decision Process: The Fashion
Industry. Interdisciplinary Journal on Law, Social Sciences and Humanities. 1(2). pp.1-
14.
Sumarliah, E., Li, T., Wang, B., Moosa, A. and Sackey, I., 2021. The impact of customer halal
supply chain knowledge on customer halal fashion purchase intention. Information
Resources Management Journal (IRMJ), 34(3), pp.79-100.
Silva, E.S., Hassani, H. and Madsen, D.Ø., 2019. Big Data in fashion: transforming the retail
sector. Journal of Business Strategy.
Pang, W., Ko, J., Kim, S.J. and Ko, E., 2021. Impact of COVID-19 pandemic upon fashion
consumer behavior: focus on mass and luxury products. Asia Pacific Journal of
Marketing and Logistics.
Vanyan, K.A. and Kovaleva, E.Y., 2020. FASHION TRENDS AND ITS IMPACT ON
SOCIETY. In Потенциал российской экономики и инновационные пути его
реализации (pp. 134-136).
Lindgren Lukić, N. and Winberg, K., 2021. Covid-19 and consumer behaviour: The impact of
Covid19 on Swedish fashion consumers’ behaviour during and post-pandemic.
Sun, X. and Shan, H., 2020. Analysis on the Development Trend of Chinese local fast fashion
brands under the influence of the epidemic. In E3S Web of Conferences (Vol. 218, p.
02014). EDP Sciences.
Murphy, C., 2021. The Impact of Influencer Marketing on Fast Fashion Purchase Intentions
from an Irish Female Millennial’s Perspective (Doctoral dissertation, Dublin, National
College of Ireland).
Jain, S. and Mishra, S., 2020. Luxury fashion consumption in sharing economy: A study of
Indian millennials. Journal of Global Fashion Marketing, 11(2), pp.171-189.
Irshaid, N., 2020. The impact of Social media influencers on the customers purchase. Process in
the fashion and beauty industry in Palestine.
(Nurfadila, 2020) (Sumarliah, Li, Wang, Moosa, and Sackey, 2021) (Silva, Hassani, and
Madsen, 2019) (Pang, Ko, Kim, and Ko, 2021) (Vanyan, and Kovaleva, 2020) (Lindgren Lukić,

and Winberg, 2021) (Sun, and Shan, 2020) (Murphy, 2021) (Jain, and Mishra, 2020) (Irshaid,
2020)