It may be a relative newcomer to the scene, but online fashion retailer Boohoo.com has quickly established itself as one of the top names around for affordable online fashion. Since launching in the UK in 2006, Boohoo.com has expanded rapidly and it now has a presence in many markets around the world, Australia included.
Just what has made it so successful? As you might expect, there's no simple answer to that question – if there was, everyone would be doing it. But it's clearly doing something right, so let's take a closer look at how Boohoo.com works, and what it has to offer.
The beauty of an online store as compared to the bricks and mortar variety is that you don't have a limited floor space that your wares have to fit into, and so there's scope to carry not just a wider range of merchandise, but also a wider range of size, style and colour options within those ranges.
Boohoos dresses, for instance, range from size 3 to size 24, and while obviously individual lines are unlikely to be available across that full spectrum, Boohoo gives you the option to shop specifically for plus sizes (16-24) or smaller sizes (4-6) to quickly narrow things down.
Established ranges have continued to expand in size and colour options with each new season – in fact, Boohoo's total product count jumps by 59% when you factor in offering styles in different colourways, a figure that's higher than its rivals offer.
Boohoo has also established itself as one of the top online retailers for menswear, a section of the fashion market that's traditionally been under-served by online vendors.
We all love a bargain, and while Boohoo.com's prices are competitive enough on an item-by-item basis, that's only half the story. The average price of Boohoo womenswear comes in at under $24, with Boohoo menswear a little higher at $27 – a third as much as some of its rival online fashion retailers.
Combined with the high number of style and colour variations, that means online bargain hunters have plenty of options to choose from at the lower end of the price scale, instead of being forced to choose something pricier should the limited range of low-cost clothing not be to their taste.
Boohoo also offers students registered with Unidays an across-the-board 10% discount to drive prices down even further, and standard delivery of up to 15 items is completely free of charge throughout Australia.
Using social media and other digital channels to get the word out is a must for any retail business these days, and Boohoo does it better than most – no surprise considering it has been online-only since day one, rather than a bricks-and-mortar retailer making the switch to online.
Its Facebook page, for instance, offers regular on-the-spot offers and deals, as well as Boohoo promo codes and engages consumers through competitions, votes and other content to drive interest in its product lines. With upwards of two million fans, it's clearly doing something right.
On top of that, if you look at our voucher's page you'll see that Boohoo discount codes come up from time to time, so it's worth looking into - for example the current Boohoo promo code for 20% off going out wear.
All in all, it seems to me that other businesses could learn a thing or two from Boohoo.com's model of online retailing.