Can Boohoo’s rebrand solve its fast fashion woes?

"The success of Boohoo’s rebrand will hinge on its ability to manage the transition and communicate effectively with its existing customer base, as well as the new demographics it hopes to win over, Debenhams is already operating as a successful marketplace, reflecting growing consumer preferences for online shopping, variety and convenience. It makes sense for Boohoo to regroup and rebrand as Debenhams, which retains strong brand recognition and high trust among consumers – and is viewed as far less ‘icky’ than Boohoo, which is no longer a cool place to shop."

Daniel Todaro, Gekko Group CEO

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