01 December 2022, Mumbai
Boohoo’s brands Dorothy Perkins and Nasty Gal are on Myntra. UK-based fashion house Boohoo has had a partnership with Myntra, the online fashion arm of Flipkart. The partnership will see Boohoo and Nasty Gal cater to fashion-forward Indian consumers. India.
Boohoo sees the Indian market as representing a fantastic opportunity and Myntra’s digital first approach making this a great strategic partnership. The brands will be housed under a dedicated Online Brand Store on Myntra.
Boohoo supplies fashion to more than 100 countries, including major markets like the US, UK, France, and Australia. Nasty Gal’s collection sells in over 60 countries since 2006, while Dorothy Perkins continues to be a legacy brand globally. Boohoo, Dorothy Perkins and Nasty Gal have distinct personalities and cater to varied cohorts of consumers. While Boohoo emphasizes on being fashion ready for every occasion and is catered towards millennials, Nasty Gal showcases fresh, edgy and bold styles that are apt for fashion-conscious Gen Z consumers, whereas Dorothy Perkins’ collection is targeted towards the evolved fashionistas, who enjoy chic, timeless, and contemporary pieces in their wardrobe.
As the world’s second most-populated country, India is an attractive market for aspirational apparel brands as rising disposable incomes cause the consuming base of the pyramid to broaden further.
