Boohoo Empowering a Global Social Generation with Pioneering Duo - Mahmud and Carol

1. Boohoo: Empowering a Global Social Generation with Pioneering Duo - Mahmud and Carol A „Global Social Generation‟ is a generation of multicultural people with a unique perspective in approaching, viewing, and understanding things in the world. But, what does affordable fashion even mean? In simpler terms, affordable fashion is clothes that can be both expensive and high-quality fashion that follow global fashion trends, or they can be high- quality but inexpensive to purchase. It can also follow and incorporate sustainability initiatives and instill eco-friendly strategies into its core operations. Global Social Generation, which is also known and referred to as Generation G, is the group and community of people whose presence covers most of all social media platforms. Millennial and Gen Z fashion follow a fast fashion industry as it is very popular amongst young adults. Thrifting or purchasing clothes from stores whose business models are built on the mass production of inexpensive clothing in huge quantities. With social media platforms available at the fingertips of all people around the world, social media marketing strategies by fashion and apparel companies, independent designers, and clothing label stores, are widely adopted to have a better reach and engagement with customers among other advantages. Encouraging and inspiring people to accept and love their bodies and feel good in clothes that empower them, is a prioritized aim and factor that benefits all parties in this generation. As this is a good thing, the fast fashion industry is here to stay with the adoption and integration of sustainable fashion initiatives. Therefore in this article, we will discuss in-depth about two Co-founders who wanted to be „Fashion Game Changers‟ by building a brand that leads online fashion on a global scale. At Boohoo, the Co-founders - Mahmud Kamani and Carol Kane strive towards a future where potentiality, ambition, strategy, fun, and trendy fashion empower and encourage women and men to feel confident and realize their true potential with their affordable fashion business approach in fashion, apparel, and lifestyle. About Mahmud Kamani and Carol Kane - Co-Founders at Boohoo: The two co-founders of Boohoo Group are Mahmud Kamani who is the Executive Chairman and Carol Kane who is the Executive Director. Boohoo Group was founded and launched in the year 2006 in the United Kingdom and has since taken to social media platforms with the help of social media influencers and other influencer collaborations. Boohoo.com is one partner brand under Boohoo Group where 12 other partner brands are being actively operated. Mahmud Kamani - the Executive Chairman, states, “I genuinely believe there‟s no greater company to work for because of all the amazing people at the heart of creating our success story”. “Expect the unexpected” commented Mahmud, who alongside Carol Kane built Boohoo Group and started 13 leading British fashion brands under it. “We are the fashion

2. game changers, disrupting the market and challenging what our brands are capable of achieving. With huge potential, big ambitions, and a clear strategy, we aim to lead online fashion globally” - states Carol when asked about the brand. Starting from almost nothing, Mahmud and Carol now have Boohoo Group in their arms and are the drivers and inspirations for change and success. For more interesting insights and reads, visit The Europe Entrepreneur. About Boohoo: Boohoo.com is one of the 13 leading British fashion brands under Boohoo Group. Co- founded in 2006 and led by Mahmud Kamani and Carol Kane, the Group strives to „provide great clothing for everyone, everywhere‟. Boohoo is a fast-fashion retail brand established and headquartered in Manchester, Greater London area, in The United Kingdom. Vision Statement - “To empower a global social generation to look and feel confident, for every day and every occasion, and do so affordably.” Boohoo is a global brand targeting a 20‟s something age group that believes in an „affordable fashion for all‟ approach. Providing retailing services such as buying clothes from customers as well as „delivering on-trend, high-value fashion with speed and convenience‟ to customers and fashion enthusiasts, sharing the purpose of being - “The No.1 Destination for 16-35-year- old women”. Boohoo establishes four fundamentally important pillars that provide the support and steady foundation of the brand, and they are - Empowering customers and employees at Boohoo by setting in place a judgment-free culture, Mentoring and supporting customers and employees in their personal and self-realizing journeys, Supporting and instilling positive change by addressing mental health concerns, Educating customers and employees in sustainability futures by creating awareness in „reducing the impact of fashion‟. In educating, empowering, and inspiring Boohoo‟s customers and other stakeholders, in „Fashion for Every Body‟, social causes are driven with the help of social media platforms and its social media influencers. With over 17 million people around the world, Boohoo has 40% of its audience equally shared between the UK and the US. The brand shares its statistics which show that over 127 units of clothes are sold every minute, over 1.8 million parcels are distributed and shipped every month, and around 21.7 million units sold in a year to over 189 countries worldwide. The online presence of Boohoo can be researched by their audience through a downloadable app that works in 5 languages and is accessible in 14 countries. Many famous influencers and big stars in the entertainment industry have collaborated with Boohoo, and some of them are - Zendaya, Megan Fox, Paris Hilton, and Gemma Collins (GC). Looking ahead positively to collaborating with more reputable, famous, and influential collaborators, Boohoo is on a mission to - “Become the global leader in the fashion e-commerce sector and are passionate

3. about doing this in a way that respects people, customers, suppliers, stakeholders, investors, and the world”.