Home keyboard_arrow_right Businesskeyboard_arrow_right Retailkeyboard_arrow_right News

Boohoo announces profit hike, new collab with Paris Hilton

by Apparel Resources News-Desk

13-June-2018  |  2 mins read

Paris Hilton x Boohoo
Image Courtesy: latimes.com

The UK-based online fashion retailer Boohoo has announced its latest influencer collaboration with TV personality Paris Hilton.

The collaborative collection will hit the site on June 20, 2018, for worldwide purchase. The line consists of both ready-to-wear and swim pieces that will inadvertently reflect Hilton’s personal style.

Hilton was a socialite before social media existed and is known as the fashion icon of the early 2000s. The 37-year-old reality TV star, model and luxury hotel heiress said about the collection, “It is very Paris, inspired by my life and style, the early 2000s, Beverly Hills and Ibiza”.

According to the Boohoo team, the assortment will feature trends like animal and palm prints inspired from her pets, tongue-in-cheek slogan prints of things that Hilton often says like a ‘That’s Hot’ pink swimsuit.

Some key looks also include a recreation of the infamous silver chain-mail dress that Hilton wore on her 21st birthday and was brought back recently by supermodel Kendal Jenner for her own 21st.

Keeping in line with Boohoo’s fast fashion at low prices agenda, the pieces will retail in a range of US $ 15 to US $ 70.

The Boohoo group operates sisters concerns PrettyLittleThing and Nasty Gal as well, and also broadcasted soaring profits in Q1 2018, announcing that the group’s revenue shot up by 53 percent to 183.6 million pounds in the three months to May 31.

The retailer has built a business that thrives on a business model that relies heavily on influencer collaborations and social media marketing. They have entered design alliances with several such young stars in the past like Zendaya, Jordyn Woods, Charli XCX etc. and it the method clearly seems to be working.

Natalie McGrath, Vice President of Marketing at Boohoo USA added, “Different influencers have various degrees of impact on our business. We most definitely built our business in the U.S. off of social media influencers. Holistically, they absolutely do move the needle.”