Principles and Practices of Marketing
,Boohoo is a leading UK fashion retailer which main offices and distribution centres are based
in United Kingdom, but they sell to customers all around the world. Their main revenue
comes from the UK with £488.2 million, £115.1 million from Europe, £166.3 million from
USA, as shown in the picture below:
(Boohooplc.com 2019)
The key characteristics of the firm include successfulness, responsible, inspired, global, fast
and connected. Their financial report from 2019 shows that they have 13 million active
customers across their brands which include, Boohoo, Boohoo Man, Nasty Gal, Pretty Little
Thing, Misspap. Their main target audience is 16-30-year-old customers based in UK and
internationally, as their brands have very strong presence across UK, US, Europe and
Australia. The Executive Chairman of Boohoo Mahmud Kamani, states that the year has been
highly successful for the business and they have gained market share domestically and
continued their international expansion. (Boohooplc.com 2019)
The main focus of the company and their vision states: ‘We are entirely focused on our
customers and every element of our model begins and ends with them. We engage, we listen,
we create and repeat.’ (Boohooplc.com 2019)
The main strategy of the company is offering the most fashionable products with incredible
prices, great quality and outstanding service. Their strategy has been successful for the
Boohoo as they have increased their revenues with 16% from the previous year. Their wide
range of products and new innovations all the time have led to growth, as new styles are
added every day on their website based on the latest trends. (Boohooplc.com 2019)
The marketing campaigns of the company have also been very successful, as celebrities such
as Zendaya, French Montana, Dele Ali, Paris Hilton have been in them. These campaigns
have helped Boohoo to increase their brand awareness. They have also used some mix of
different media such as social media influencers, reality TV ambassadors, bloggers, email,
student events, outdoor. The social media presence of the company continues growing all the
time with now more than 6 million followers on Instagram, 3 million Facebook fans and 500
000 followers on Twitter. Furthermore, Boohoo has been developing their technologies
constantly with introducing new payment solutions, more country return portals. The website
and the app are subject to constant updates and improvements, which has led to increased
number of downloads of the app and growth in the visits of their website and app.
(Boohooplc.com 2019)
, The number of directors of Boohoo is 7, Senior Managers are 69 and other employees, 2 278,
which makes 2 354 employees all together at the end of 2019.
Boohoo is a company which is sustaining responsible and is focused on their social
responsibility. They are passionate about operating a sustainable company, which is kind to
the environment. They are protecting the environment by using protection laws and
regulations, they care about animal welfare and they are never using real fur, angora,
cashmere, silk in any of their products, employee welfare is another vital factor for the
company, they are anti modern slavery, anti-bribery etc. (Boohooplc.com 2019)
In this task I will focus on the promotional activity of Boohoo and how they use the
promotional mix.
Sales Promotion
Sales Promotions are defined as a short-term incentive which are offered to the customers in
order to encourage purchase, this will include coupons, samples, money off, prizes etc. The
aim is to stimulate trial and attract new customers who can gradually turn into occasional
users. (Kotler et al 2016)
Boohoo uses their website and app to introduce the promotions they are currently using such
as promo codes, percentage off certain lines. The images below are showing how the website
and the Boohoo app are currently looking and the sales promotion they are using at the
moment is 29% off 1000 styles, this promotion is created because of the leap year and the 29
days in February, the message of the promotion ‘Leap into the weekend’ is catching the
attention and it will stimulate sales response in a short run.
,Boohoo is a leading UK fashion retailer which main offices and distribution centres are based
in United Kingdom, but they sell to customers all around the world. Their main revenue
comes from the UK with £488.2 million, £115.1 million from Europe, £166.3 million from
USA, as shown in the picture below:
(Boohooplc.com 2019)
The key characteristics of the firm include successfulness, responsible, inspired, global, fast
and connected. Their financial report from 2019 shows that they have 13 million active
customers across their brands which include, Boohoo, Boohoo Man, Nasty Gal, Pretty Little
Thing, Misspap. Their main target audience is 16-30-year-old customers based in UK and
internationally, as their brands have very strong presence across UK, US, Europe and
Australia. The Executive Chairman of Boohoo Mahmud Kamani, states that the year has been
highly successful for the business and they have gained market share domestically and
continued their international expansion. (Boohooplc.com 2019)
The main focus of the company and their vision states: ‘We are entirely focused on our
customers and every element of our model begins and ends with them. We engage, we listen,
we create and repeat.’ (Boohooplc.com 2019)
The main strategy of the company is offering the most fashionable products with incredible
prices, great quality and outstanding service. Their strategy has been successful for the
Boohoo as they have increased their revenues with 16% from the previous year. Their wide
range of products and new innovations all the time have led to growth, as new styles are
added every day on their website based on the latest trends. (Boohooplc.com 2019)
The marketing campaigns of the company have also been very successful, as celebrities such
as Zendaya, French Montana, Dele Ali, Paris Hilton have been in them. These campaigns
have helped Boohoo to increase their brand awareness. They have also used some mix of
different media such as social media influencers, reality TV ambassadors, bloggers, email,
student events, outdoor. The social media presence of the company continues growing all the
time with now more than 6 million followers on Instagram, 3 million Facebook fans and 500
000 followers on Twitter. Furthermore, Boohoo has been developing their technologies
constantly with introducing new payment solutions, more country return portals. The website
and the app are subject to constant updates and improvements, which has led to increased
number of downloads of the app and growth in the visits of their website and app.
(Boohooplc.com 2019)
, The number of directors of Boohoo is 7, Senior Managers are 69 and other employees, 2 278,
which makes 2 354 employees all together at the end of 2019.
Boohoo is a company which is sustaining responsible and is focused on their social
responsibility. They are passionate about operating a sustainable company, which is kind to
the environment. They are protecting the environment by using protection laws and
regulations, they care about animal welfare and they are never using real fur, angora,
cashmere, silk in any of their products, employee welfare is another vital factor for the
company, they are anti modern slavery, anti-bribery etc. (Boohooplc.com 2019)
In this task I will focus on the promotional activity of Boohoo and how they use the
promotional mix.
Sales Promotion
Sales Promotions are defined as a short-term incentive which are offered to the customers in
order to encourage purchase, this will include coupons, samples, money off, prizes etc. The
aim is to stimulate trial and attract new customers who can gradually turn into occasional
users. (Kotler et al 2016)
Boohoo uses their website and app to introduce the promotions they are currently using such
as promo codes, percentage off certain lines. The images below are showing how the website
and the Boohoo app are currently looking and the sales promotion they are using at the
moment is 29% off 1000 styles, this promotion is created because of the leap year and the 29
days in February, the message of the promotion ‘Leap into the weekend’ is catching the
attention and it will stimulate sales response in a short run.
