For example, one study suggests that less than two in five fast fashion customers are loyal to their retailer.

This strategy is to maintain loyalty from a typically disloyal base. And it can only keep up with the curve by maintaining a large catalog of products. But is this an example of a retailer making positive, meaningful change, or is it simply more unsustainable lip service?īoohoo’s business model revolves around discounts on mass-produced, short runs of clothing, catering to consumers who constantly chase the latest short-lived trends.Īs such, its priority has always been purchasing consumers’ favorite products at the lowest price and focusing on customer convenience.

Moreover, in July the UK’s Competition and Markets Authority (CMA) announced that Boohoo was under investigation over ’greenwashing’ – the practice of using inaccuracy or exaggeration to brand something as sustainable or environmentally sound.īoohoo says it is partnering with the Kardashians to progress its “sustainability journey”. Following over $1bn of sales in the first financial quarter of 2021, the brand is plotting an aggressive expansion into the US with the ever-popular Kardashian family launching a ‘Kardashian capsule collection’ at New York fashion week.īut a great many of Boohoo’s products are sourced through cheap labor in developing markets and the retailer has faced intense criticism of the providence of these items and the working conditions of those who craft them. Fast fashion is responsible for up to 10% of the global population’s carbon emissions, which is more than international flights and maritime shipping combined.īoohoo is one of the most culpable names in this bracket. Fast fashion retailers are an influential force in creating new products and trends and have an equally big impact on the environment. But truly sustainable brands remain a minority.

Boohoo runway show