Alexander McQueen and Boohoo are two polar opposite types of retailers. They both vary with different merchandises, prices as well as different clothing ranges.
Alexander McQueen is a luxury high-end fashion brand founded in 1992 by Lee Alexander McQueen. The retailer has flagships stores around the world including New York, LA, Milan and London.
Boohoo on the other hand is an online only retailer, founded by Carol Kane in 2006. The brand sells there own branded clothing, shoes and accessories through the website ‘www.boohoo.com’. The Group has a well-established brand in the UK, Ireland and Australia and at the moment sells products into over 100 countries.
Alexander McQueen’s target audience falls under the ages of 20-50 year olds. Consumers of the brand usually keep a higher life quality and like the unique feature of the garments sold. The main clients of the high end brand tend to be the people with a leading edge and high fashion of the fashion range pyramid.
According to Maslow’s Hierarchy of needs, Alexander McQueen is seen to be positioned with the fourth level of ‘Self-esteem’. This shows that employees of the brand need to reflect their self-acceptance, independence, success and personal satisfaction with a job well done for all customers in there stores.
Alexander McQueen communicates with their audience in many ways. One of their most effective ways to connect with their customers is through being part of different department stores/websites. By having the brand in such big department stores it connects with customers through a different way than other brands may do. Examples of this is having Alexander McQueen in Selfridges, Net A Porter as well as the brand belonging to KERING, a huge fashion company.
Boohoo is a very different type of retailer compared to a high end brand such as Alexander McQueen. Boohoo offers fashionable clothing, accessories and shoes at value for money prices. Along with many other retailers, boohoo does not manufacture the garments themselves and work with suppliers over seas to produce the goods.
Boohoo is an online only retailer with a target audience falling under the ages of 16-24 year olds. The number of new customers visiting boohoo.com has grown, both in the UK and globally over the last few years. Due to this the brand has increased itself. Boohoo offers a plus range to offer clothing to more people as well as now contributing to a range for men.
One of Boohoos largest way to communicate with their customers is through having a huge online shopping website, as well as a very easily laid out app. Both of these ways to shop offer new offers consistently, for example free next day delivery or an extra 20% off everything!
Boohoos business strategy sources supply cheaply using simple designs which target a huge range of customers. Boohoo have many different fashion styles so can suit customers needs very easily, whether they are looking for either fad, basic or fashion styles.
Overall Boohoo and Alexander McQueen are two completely different retailers, which have an even more different target market. Alexander McQueen communicate much less with their target audience due to them having loyal customers and prices being much higher than the garments found on Boohoo.com.
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