‘A celebration of who we are’: Inside the Boohoo ‘renaissance’
Following financial struggles and a change of leadership, Boohoo is reinventing itself and going back to its roots with a new positioning.
Brand acquisition and global expansion have been part of a “big transition” for the Boohoo Group over the past few years. The next step? A brand “renaissance”.
The refresh was announced two weeks ago alongside the launch of Boohoo’s latest international partywear campaign ‘People will talk’. With the online campaign, launching today (7 November) and Christmas push – also launching this week – marketing director Sam Leach says the brand is “celebrating” who it is.
“The renaissance is a celebration of who we are and who we want to be moving forward. It’s first and foremost an introduction to the visual identity we want to introduce,” she explains.
