Online fashion brand Boohoo is continuing its impressive rise to popularity, having edged closer in consumer consideration to ecommerce forerunner Asos in June.

Commentary

In the week ending July 14, Boohoo increased in consideration from 31% to 38%, while Asos had dropped from 41% to 38% among a national audience.

Further bolstering the fast-fashion retailer’s summer of success, figures for Q2 saw Boohoo match Asos’s conversion rate at 39% and close the gap on perceptions of value for money and brand affinity, with its successful run showing no signs of abating.

The lure of online shopping, typified by competitive pricing and free returns, has continued to go from strength to strength.

Both Asos and Boohoo drive a higher frequency of repeat custom with 3.9 annual visits, compared to 3.7 instore purchases for Next and 3.6 for Marks & Spencer, while the Office of National Statistics recording a 14.8% YoY increase in online sales across the fashion category in June 2017.

Methodology

WGSN’s Barometer is used to track public perception of retailers. It interviews 350 consumers every day, yielding over 120,000 interviews a year, composed of over 100 questions such as:

  • Affinity: How would you describe your opinion of the following retailers?
  • Online conversion: Which of the following retailers have you visited online in the last month? From which of the following retailers have you bought from in-store in the last month?

Commentary supplied for Retail Week by WGSN Barometer analysts. For more information, visit wgsn.com