Boohoo.com is a British ultra-fast fashion business, set up in 2006. It specialises in ownbrand fashion clothing, and has over 36,000 products that are only sold online. Boohoo uses other companies to manufacture their clothes, with 75% being made in the UK, and more than half of these are made in Leicester. It is estimated that profits would drop by 30% if Boohoo used manufacturers based overseas (offshore) because it wouldn’t be able to respond to consumers’ rapidly changing fashion demands.
The process from design to sale can be as little as 2 weeks, with a few hundred of each new style placed on the website. If the item is popular production is quickly increased. Sales boomed during the 2020–21 Covid-19 pandemic, as Boohoo was able to rapidly switch production to clothes to wear at home instead of the office or party wear, resulting in sales rising by 41% with profits growing to £125 million that year.
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