Boohoo Sets Sights on U.S.

FAST FASHION: Fast fashion in the U.S. isn’t going anywhere. Case in point: U.K. e-tailer Boohoo wants a slice of the pie and is making an aggressive bid for the market with the launch of a new campaign. The company bills itself as a fast-fashion e-tailer with everything on its site priced under $100. “From a price point standpoint, Forever 21 is our closest competitor,” said Natalie McGrath, vice president of marketing in North America. “But in terms of our fashion focus and availability, we’re a little bit closer to a Nasty Gal. We’re always going to be compared to Asos, Topshop and H&M just because of awareness.” The company’s campaign rolls out in mid-April and features actress Bella Thorne, DJ Hannah Bronfman, rapper Angel Haze and model Chloe Norgaard. “We really wanted to appeal to multiple customer archetypes,” McGrath said. “They’re all at different levels of their careers and bring a unique quality and awareness of who they are.” The bulk of the U.S. campaign will focus on digital with some print placement in magazines such as Nylon and Teen Vogue. Marketing in the U.S. hasn’t been a top priority for Boohoo until now, given the company’s mature U.K. business. The U.S. represents

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