Every style tells a story... what’s yours?
WeAreUs – it’s a bold statement. It’s something that says we understand who we are, what we stand for, and invites the audience to find out more. But this campaign is not just about boohoo as a brand – it’s about the people involved with us, from our 750-strong internal team to our 3.3 million active customers and anyone we reach at any given time or touch point.
At boohoo, we’re about having fun with fashion; we don’t dictate style but give guidance to customers on how to wear whatever gives them confidence.
Our target demographic is 16-24 year olds, and we understand the pressure on today’s youth market to follow the crowd. We’re here to say it’s ok to be who you are and respect other for this - #WeAreUs.
Our inclusiveness saw us create partnerships on many different levels so our customers could feel part of something bigger. We also wanted them to see that fashion comes in many guises and that it’s ok to be individual.
We launched with the strapline ‘Every style tells a story... what’s yours?’ to open up access to the boohoo brand and engage people to talk about themselves, their interests and what makes them part of boohoo.
Here’s the story so far...
WeAreStylists (March - April 15) – in-line with the campaign launch in March, this message resonated with the market and the desire for a wardrobe refresh as a new fashion season starts
WeAreFree (April-May 15) – timed with the start of Coachella and festival season, this delivered a strong creative that built excitement in the lead up to summer
WeAreHot (June – July 15) – is all about looking and feeling hot as summer starts, having confidence in who are you and what makes you unique