boohoocom-plc-final-admission-document-5-march-2014

The price point at which boohoo sells is considered a key factor in the popularity of the brand. The Directors
believe that boohoo is an industry leader in terms of selling the latest, on-trend fashions at lower prices than
its competition. The average product price across the entire range is approximately £17, with prices typically
ranging from as low as £3 for basic vest tops to £70 for the most expensive jacket. In the boutique range,
products are sold at a higher average price, to reflect the exclusivity and aspirational qualities of the brand.
Product Collections
boohoo’s products fall into four key collections which have different, yet complementary, design offerings
and price points:
1. Main Range
Focused on a core audience of 16-24 year old young women and looking to provide the latest, on-trend
fashions across a range of aspirational but value oriented products.
The main range comprises the majority of the total range and has been developed to be both high fashion
and low cost. Women’s dresses make up the largest percentage of the range and a dress will typically be
priced between £12-£25. The items in the main range are mostly exclusive to boohoo with the exception of
new products which may be purchased on short “test and repeat” runs.
2. Style Steals
This range is a fashion focused basics range with an entry price point of £3. A larger proportion of this range
is not exclusive to boohoo as it is less important to differentiate this product offering.
3. Boutique
boohoo’s Boutique Collection was created as a higher priced, entirely exclusive range which extends the
appeal of the boohoo brand to a wider range of customers, including to a slightly older age group with more
disposable income. There are currently four ranges introduced each year with approximately 50 products in
each release.
The boutique collection has generated significant PR and increased the aspirational image of the boohoo
brand through its polished imagery.
In the boutique collection, an average dress is priced around £30.
4. BoohooMAN
This range was introduced in mid 2013 in a bid to further extend the offering to men whilst keeping consistent
with the principles of fast, value orientated fashion. BoohooMAN products are priced between £5 and £50
and offers a mix of both the high fashion of the Boohoo Main Range and the basic offering of Style Steals.
In February 2014 the first male only oriented marketing was launched, including TV and bill board adverts.
www.boohoo.com – the website
boohoo currently operates an English language website for all sales in the UK and globally and a local,
French language website for sales into France and Belgium which was launched in October 2013. The UK
website enables international customers to purchase products in one of six currencies: Euros, US Dollars,
Australian Dollars, Canadian Dollars, New Zealand Dollars and Pounds Sterling.
The boohoo.com website is the key point of interaction with the Company’s customers. boohoo has devoted
significant time and resources to developing its website, and has produced its own bespoke merchandising
model. The initial few pages that a customer can click through to on the website are compiled manually by
the merchandising team several times every day. Product selection, placement on the page, colours,
promotional activity and banner content, amongst other decisions, are made to ensure the site remains
fresh, relevant and interesting for potential customers and to ensure “on-trend”, fast moving and promoted
products are presented in the most effective way. The presentation of the website is often changed over the
course of a day as the typical visitor changes.
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Annex I 6.4