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UK-based fastfashion brand Boohoo recently announced that it had tapped US celebrity and influencer Kourtney Kardashian as its “sustainability ambassador” and launched a “sustainability journey” campaign that included a capsule collection and mini-series. “A spoiler alert for everyone: you can’t.
This allowed new commerce models to emerge, such as Nasty Gal Vintage, which began in 2006. Fast-forward to 2022, and thrifting is still about finding unique pieces, in addition to caring for the planet and making money on the side. Back then, it was less about sustainability than finding rare and unique items from a bygone era.
In what the internet has dubbed the Toryssance, appetite for Tory Burch is evident, as sell outs of new arrivals increased 5 percent, YoY, in 2023, while the brand’s replenishment rate has grown from 25 percent to 33 percent, with consumers responding well to modernised iterations of its iconic 2006 Reba ballet flat.
New ultra fastfashion competitors like ASOS and Boohoo entered the market and did what Forever 21 did but better. Not only are these retailers fast to market with their trendy designs they are also skilled eCommerce operators. In the 2000s the internet met fastfashion, and a slew of new competitors began to emerge.
She spent 18 years at the fastfashion retailer, joining as a womenswear buyer in 2006 to 2013 before being promoted to head of marketplace from 2017 to 2024. Late last year, Debenhams boss Dan Finley was promoted to chief executive of Boohoo Group following the departure of John Lyttle.
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