Boohoo Targets U.S. Consumers
Boohoo, an online retailer similar to Nasty Gal and based in the U.K., is launching a new campaign to entice U.S. consumers. The campaign will debut in mid-April and features actress Bella Thorne, DJ Hannah Bronfman, rapper Angel Haze and model Chloe Norgaard. Most advertisements will be digital, with a few print ads in magazines like Nylon and Teen Vogue. Natalie McGrath, Boohoo’s vice president of marketing in North America, said the U.S. represents a big opportunity for growth. The website already offers standard and express delivery to U.S. shoppers and is set to launch next-day delivery. In price point, Boohoo is most similar to Forever 21, with everything on its site priced under $100.
Francois-Henri Pinault Advocates Sustainability
Chairman and chief executive offer of French luxury goods holding company, Kering, Francois-Henri Pinault, spoke at Parson’s the New School of Design last Thursday at an event titled “Why Sustainable Fashion is Smart Business.” Linda Greer, senior scientist of the NRDC’s Clean by Design, and Timo Rissanen, program director of Parsons’ AAS Fashion Design and Fashion Marketing, were also on the panel of speakers. During the event, Pinault said that sustainability is “not an option — you do it like this or you don’t do it.” Kering and H&M are currently testing a technique developed by Worn Again, which separates the color and precious fibers from chemicals, allowing the fiber to be recycled. “We’re using 65 million tons of [polyester and cotton] fibers every year and the projection for 2020 is 90 million tons,” Pinault said in reference to global production. “If we can recycle a significant proportion of that, that might change completely the impact we have on sustainability. We’re using this technique in our supply chain and H&M is doing the same.”
BlackBook Magazine Back in Print
On Thursday, BlackBook Magazine will reappear on newsstands for the first time since the summer of 2013. The magazine will now be published biannually under founder and editorial and creative director Evanly Schindler. Schindler partnered with Jon Bond, cofounder of advertising agency Kirshenbaum Bond + Partners to buy the magazine in the fall of 2013 from Vibe Media. Since then, they have focused on building content on BlackBook’s website, bbook.com. With the return of the print magazine, Schindler said he wants to return to the original goal of the title — in-depth “idea-based” culture and lifestyle coverage. Hewlett Packard helped fund the print relaunch through a native advertising campaign for its Sprout platform. Schindler believes native advertising is the direction all magazines are headed in. “The native model is really the way print publishing is going, more and more, you’re going to see these partnerships,” he said. “It’s no longer the brand wants this and the editorial integrity is here. They [HP] let us do what we want.”
– Kelcie McCurdy
Photo: What’s Good?
See the Top Ten Summer 2016 Trends for Women Over 40
Tags: Angel Haze, Bella Thorne, blackbook, blackbook magazine, boohoo, Boohoo Targets U.S., DJ Hannah Bronfman, e-tailer, evanly schindler, Francois-Henri Pinault, H&M, Hewlett-Packard, jon bond, Kelcie McCurdy, Kering, Kirshenbaum Bond + Partners, linda greer, online shopping, parson's the new school of design, Parsons, Pinault Sustainability, recycling, timo rissanen, vibe media, Why Sustainable Fashion is Smart Business, worn again