Online fashion retailer Boohoo has set its sights on New Zealand after launching in Australia, but it could have some stiff competition as other popular UK retailers establish a local presence.
Launched in 2006, Boohoo.com describes itself as one of the leading online fashion retailers in the United Kingdom, offering trend-led clothing at affordable prices.
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Since its launch, Boohoo says it has experienced 137% growth year to date. In addition to the UK, Boohoo ships its products to the United States and Australia.
Now Boohoo has turned its attention to New Zealand, launching a bespoke site offering men and women fashion-forward styles, product priced in New Zealand dollars and with free shipping.
“We have observed a shift in consumer buying habits,” Boohoo joint chief executive Carol Kane told Inside Retail.
“Like everyone in this market, we are always trying to stay up to date with the rate in which global eCommerce is changing,” Boohoo joint CEO Carol Kane told Inside Retail.
“We have ambitious growth plans, but the core of our business has always been to provide the seasons’ latest looks to women, whilst still delivering incredible value.”
“So it’s common sense to make the purchasing process as easy as possible for our foreign customers.”
The launch of Boohoo.com in New Zealand comes on the back of a recent survey from Nielsen New Zealand, which shows the country now has more than 1.6 million regular online shoppers.
This represents 49% of the total population aged over 18. Meanwhile, 32% of purchases are on clothing, shoes and accessories.
However, Boohoo is relatively unknown compared to the likes of Topshop and Asos.com, both of which have established a strong presence in Australia.
Asos.com launched a dedicated Australian website at the end of September last year, after co-founder Nick Robinson described Asos as “the world’s biggest wardrobe”.
Launched in 2000, Asos has developed an international following by capitalising on the growth of celebrity culture, namely the desire for budget versions of celebrities’ outfits.
There is also an Asos marketplace where shoppers can browse hundreds of small boutiques or sell their own pieces. Ethical shoppers are also catered for with the promotion of fair trade items.
Meanwhile, fellow British brand Topshop recently opened a store in Melbourne’s Jam Factory, an iconic building located on Chapel Street.
With stores in more than 20 countries, in addition to online operations, Topshop is also well known for its dedication to affordable fast fashion.
The chain was founded in 1964 and has become one of the most sought-after brands in the world, partly due to a three-year partnership between it and British supermodel Kate Moss.
Topshop uses social media to launch new lines and to provide stock updates.