Bohoo, the British brand for young people (and listed) that wants to stand up to Zara Bohoo, the British brand for young people (and listed) that wants to stand up to Zara

The 'low cost' clothing market seems to have no end, despite the fact that giants like Forever 21 have not survived the changes in the sector. Despite the fact that there are a number of established brands on the market that have been established for quite a few years now, new ones arrive from time to time to try to 'steal' a piece of the cake and, almost always, with the same proposal: trending garments at low prices. prices. But rarely are these premises accompanied by quality. An axiom that wants to break a British firm that has been stepping very hard with the aim of standing up to Zara and its 'sisters' from Inditex. Stick with this name: Bohoo.

This is the name of the latest brand that has gone viral on social networks in recent months and that, especially since the summer passed, has not stopped appearing on YouTube. Because the most famous influencers in our country have already begun to wear clothes, via sponsorship, from Bohoo, a British brand born in 2006 that wants to open a market in Spain by hitting 'likes' on Instagram. And trendy clothes with very low prices. It does not take anything more than to enter its web page to realize it: everything at 70%.

As can be seen in the previous videos, the brand lets influencers and youtubers choose a good assortment of their clothes so that they can try them on in front of the camera and give their followers their opinion. And, coincidentally, almost all of them say the same thing: the clothes are of great quality. Something that attracts a lot of attention in the case of jerseys that do not reach 20 euros, shirts for 12 euros or dresses even for seven euros

Even an influencer dedicated to the luxury segment such as Marta Carriedo has launched to include Bohoo among her Yves Saint Laurent, Chanel, Balenciaga, Fendi and other 'high standing' names that are in her dressing room, which is an indicator that the proposal of the British is no joke. More and more users enter its website and are encouraged to place orders with the brand thanks to the good references of these social network leaders.

Their clothing mixes the trend of the moment - animal print patterns, imitation leather, pastel colors and puffed sleeves, among others - with a sexier and more daring touch than, for example, Zara. Because if oversize silhouettes prevail in Inditex's flagship firm this year, Bohoo bets on tight-fitting garments, miniskirts and short dresses and necklines, although not in all its clothes. There are also baggy pants, large sweaters and men's shirts. But its objective is to capture a more youthful and carefree audience, a similar target, for example, to that of Bershka, the Galician group's youngest firm. Without leaving aside adult women who do not want to spend as much money on basic and comfortable clothing as can happen at Zara, whose prices have risen significantly in the last couple of years.

Bohoo is not the typical 'made in China' brand that has recently become fashionable, seeking to compete with Inditex with even lower prices but very dubious quality. We are talking about a British group born in 2006 that in the fiscal year of 2018 had sales of 580 million pounds (674 million euros). Figures that are far from the giant of Arteixo, but that prove that its magnitude is not trivial either being very young and without having physical stores.

Its founders are Mahmud Kamani and Carol Kane, who serve as Group Executive Chairman and CEO. Bohoo's impressive journey in his few years of life earned Kamani the Entrepreneur of the Year award in 2013 at the 'English Asian Business Awards'. He is currently one of the leading millionaires in England, where he came as a child from Kenya. It was his father who taught him everything, since he went from selling bags at a flea market to supplying chains like Primark or New Look, very famous firms in England. His son took over from him and now owns a group valued at 3,150 million pounds, about 3,660 million euros.

Because in 2014 Bohoo jumped on the London Stock Exchange with the aim of raising capital to continue its international expansion process. Right now, it is trading at 270 pounds (314 euros) and in the last year its shares have risen more than 25%. A good proof that the market supports your business plans and has faith in your potential. The brand already sells in the United States, numerous countries in Europe, Australia and New Zealand, and in the Middle East, in places such as Qatar, Kuwait, the United Arab Emirates or Jordan. In addition, it has offices in London and New York and already has more than 1,000 employees.

In addition, the family has grown in recent years, because two more firms have joined Bohoo: Pretty Little Thing and Nasty Gal. These two brands have very feminine and festival-type clothing, more focused on specific groups, while Bohoo is more general. The prices are also very low and its quality similar to the 'big sister'. In this way, this British group is creating its own emporium on the digital plane without the need for physical support. He knows that the future of street shops is not very promising and that in a few years consumption will really be channeled on the Internet. Thus, in 13 years they have prepared themselves to have a large and powerful online network that operates on four continents and has a fashion proposal that makes the latest 'millennials' and 'centennials' fall in love, who in the end are the buyers of the day tomorrow, and they prefer to do it at the click of a button.