Printed
October 28, 2024
Away from the boardroom management battles at Boohoo, the troubled vogue retailer is getting on with the job of rebuilding its public picture.
Forward of the necessary festive season, a brand new refresh hails “an exciting new era” for the style label by way of a “creative redirection” that features a bespoke customized redesigned brand with daring visible handwriting that’s “new… but distinctly Boohoo”.
Key is an accompanying new campaign called ‘People will talk’, describing its introduction as “a sentiment that is not lost on the brand but acts to change the rhetoric and usher in a new Boohoo era that will most certainly get people talking”.
The celebration season marketing campaign options exaggerated silhouettes, together with outsized shoulders, bubble hem skirts and mini-dresses.
Boohoo advertising director Sam Leach mentioned: “Our team has worked tirelessly to bring the vision to life, and we’re thrilled with the result.”
“Everything about it perfectly encapsulates who we are as a brand and where we want to be; bold, brave and confident. People will always talk about us, so get ready… the Boohoo renaissance has begun.”
The redesigned brand and new visuals now characteristic major monochrome branding sitting alongside a color palette of blush and concrete, with “a pop of chrome that adds a younger take on the brand”.
