We pay attention to who our consumers look at, who they are inspired by, what they want to dress like, and we wanted a face for a US-specific audience. Quavo is very big in the music industry and relevant to our customers, with global reach. We offer similar product to his personal style, so it makes him a great fit for us.
We are really seeking to target the streetwear shopper. It’s the trend we want to follow, and the direction we are going. It makes sense if you’ve seen our campaigns, the product we’re pushing and the newness coming though is all very streetwear focused, particularly within the US market, and within the music industry. The new collection with Quavo features 200 pieces, and is both street and festival-focused, and very trend-led too. We’ve pushed some boundaries with it.
We met Quavo a few months back, and we took lots of samples, CADs, artwork, colours, fabrics to him. We were making CADs on the spot, and speaking to him about his tastes. He had a big impact in what we pushed. We wanted it to reflect his taste levels and image. We didn’t want to make him wear anything he didn’t like, but wanted to add our stamp on it, too. It’s a real collaboration. We believe in it and hopefully the customers will, too.
Obviously trends and consumer traits differ across countries, but really with the age group we’re targeting (16 to 24), and with how many styles we have on the site, we’re really catering for everyone. I feel like boohooMAN has enough for smarter customers, trend-led customers, streetwear customers, casual customers, basic customers – we’re offering for everyone. But being quite streetwear-driven at the moment has had a knock-on effect in the US, it’s why we think the Quavo collaboration will land well. It’s fashion-forward at affordable prices, so everyone can buy into it.
We obviously want all customers to stay loyal to the brand, we need to cater for them as they do get older. We still want to have the offering for them. The smarter looks have been quite a good driver for us as a brand and as product. It mixes in with our street-wear aesthetic, too. You can have a smart set that still classifies as streetwear, or create smarter pieces that you can wear it in different ways.
