Boohoo.com: ugly duckling or beautiful swan?
Boohoo claims to be one of the UK’s leading online fashion retailers, offering “trend-led clothing at affordable prices.” With the Manchester based Group looking to IPO in the first quarter of 2014 we wanted to take a closer look at their offering. Rather than adopt a traditional City research approach and seek the views of a middle aged male analyst with little dress sense and little real interest in the product, we sought out the opinion of a typical Boohoo customer who has kindly offered her thoughts here:
Some businesses are like the story of the ugly duckling. They begin by appearing unattractive and no-one wants to be seen or associated with them. They show little potential on the outside but on the inside there is some real excitement lurking! In Boohoo’s case, this young customer believes it has all the makings of a great business, but its biggest let-down is sadly its advertising and website design. My first impression of the website was that it was quite tacky and cheap, having a black background with a pink font just doesn’t work if the target audience is both…