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BOOHOO GROUP, A GLOBAL POWERHOUSE IN FASHION, COMES TO INDIA THANKS TO MYNTRA.

Published: December 1, 2022
Author: Fashion Value Chain

Boohoo Group, an eminent fashion brand with roots in the UK, has made its maiden entrance into the Indian market with Myntra. As part of the eagerly awaited debut, boohoo, Dorothy Perkins (DP), and Nasty Gal will provide approximately 1500 on-trend and contemporary styles in categories like dresses, tops, bottoms, and footwear.

The partnership would see Boohoo and Nasty Gal cater to fashion-forward Indian consumers for the first time just in time for the start of party season. It will also signal DP’s return to the nation after the Boohoo Group acquired the brand. In contrast to Nasty Gal, which offers fashionable, distinctive, and edgy designs with inspiration from both vintage and runway trends, DP offers adaptable, feminine, and exquisite fashion for every woman. boohoo focuses on eye-catching yet simple looks so that regular consumers of fashion can boldly own their story.

The Boohoo Group’s collection, which will be available in segments like dresses, tops, bottoms, and sweatshirts, will feature looks influenced by international trends like funky animal prints, elegant florals, subtle shimmer, and dramatic glitter, among others, ahead of Myntra’s upcoming seventeenth End of Reason Sale. Additionally, DP and boohoo provide a wide selection of shoes, including espadrilles, platform heels, casual shoes, and heels with platforms, among others. The labels sell at competitive pricing starting at $2500 and more across boohoo, DP, and Nasty Gal, appealing to fashion-conscious women of all ages.

As an established leader in fashion, boohoo’s mission is to enable a global social generation to feel and look good on any occasion, every day. More than 100 nations, including important markets like the USA, UK, France, and Australia, receive clothing from boohoo. Since 2006, Nasty Gal has catered to customers from over 60 countries with its range of bright and varied pieces, while DP has remained a legacy brand and is best recognised for its playful, feminine, and adaptable line. Both brands are aimed at free-thinking women. The companies’ brands have succeeded in becoming some of the most coveted and fashionable ones in the planet.

In order to make it simple for customers to browse and find their favourite products throughout the brand catalogues, the three unique brands will be stored under a separate Online Brand Store (OBS) on Myntra. Additionally, the brands will engage in compelling marketing initiatives like influencer activation and visibility on Myntra’s ground-breaking M-Live social commerce platform. As part of its launch promotions, the brands will also give customers a dazzling 25% discount in order to increase their visibility among Indian consumers. Wishlisting for all three brands starts on December 2nd, even though the entire collection will go live in stages prior to EORS-17, which is scheduled to take place between December 10 and December 16.

John Lyttle, CEO of the Boohoo Group, commented on their debut into India through Myntra: “We are excited to be teaming with Myntra as our strategic partner in India. This is a great strategic relationship because Myntra’s focus on digital gives the Boohoo Group a big opportunity in the Indian market.

Sharon Pais, Chief Business Officer of Myntra, commented on the company’s partnership with the Boohoo Group, saying, “We are thrilled to bring the Boohoo Group to India and be their partner of choice as they enter into this territory. Myntra continues to be at the forefront of enabling access to coveted global brands for customers and driving the ambition of top brands to effectively reach fashion-forward Indian consumers thanks to our unrivalled reach and cutting-edge tech innovations. We are thrilled to support Boohoo, DP, and Nasty Gal on their quest to be well-liked by discerning fashion-conscious customers in the area.

Jayanti Ganguly, Business Head – International Brands, Marketplace, and Omni, provided additional insight into the affiliation when she remarked, “While they are a part of the broader company, the originality of the three brands is what we enjoy. Boohoo, Nasty Gal, and Dorothy Perkins all have distinctive personalities and target different market groups. While Nasty Gal features new, edgy, and bold styles that are perfect for fashion-conscious Gen Z customers, DP’s collection is aimed at the more experienced fashionistas who enjoy chic, timeless, and contemporary pieces in their wardrobe. BooHoo emphasises being fashion ready for every occasion and is targeted towards millennials. Customers will have a variety of options.

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