Boohoo.com PLC is an online fashion retail group headquartered in Manchester with a strong presence in the United Kingdom, the United States, Europe and Australia as well as selling products to almost every country across the world.
The company specialises in its own branded fashion clothing, offering over 36,000 products to consumers. Owning the Boohoo, BoohooMAN, PrettyLittleThing and Nasty Gal brands, these brands design, source, market and sell clothing, shoes, accessories as well beauty products targeted at consumers between the ages of 16 to 30 years old.
Boohoo.com PLC Market Influences
The company has experienced a severe increase in profits after using celebrities and other "influencers" to promote products on the social media platform, Instagram. Boohoo.com has also been winning market share from traditional retailers as well as benefiting from the increasing popularity of smartphone e-commerce usage, including their mobile app and extensive use of social media promotion.