Compared to its competitors, Boohoo retails an infinite number of articles the British brand offers. Zara and Topshop both account for less than 20% of Boohoo‘s assortment in terms of the total number of articles.
This is aligned with Boohoo’s business strategy: faster than fast fashion. Having a wide variety of articles that suits all trends its young target is looking for.
Boohoo Plus Size: size inclusivity
Boohoo is a brand that appeals to the younger customer group and size inclusivity is a huge topic for the millennials and Gen-Z. What has been observed through Retviews data is that Boohoo embraces size inclusivity and has a plus-size collection only dedicated to that segment.
This does not sound really surprising as Swedish giant H&M also has one named H&M+. However, what is noteworthy to mention is how important the share of the plus-size collection is for Boohoo. Compared to only 4% of the total women’s assortment of H&M that is dedicated to its H&M+, Boohoo dedicates 13% of its assortment to that category. Also, the number one retailer in the world, Zara, does not even have a dedicated collection to plus-size but offers a broader range of sizes for specific products. A question can then be raised: is size inclusivity less important for traditional retailers than for digital players?