International e-tailer Boohoo is the first global brand to launch a series of capsule collections exclusively for the Australian market.
The capsules are centred around key dates in the Australian consumer's calendar over summer including spring, occasionwear for racing, swim, festival and high summer.
Each capsule comprises between 70 and 100 items.
Boohoo's Australian country manager Madeline White explained to Ragtrader why the e-tailer opted for capsules that were moment-based.
“We know that this is an important part of the year for our customer and we wanted to make sure that we were giving them the right product.”
The spring and occasion capsules that have dropped already include floral prints, tonal colours and two-piece co-ordinates.
White said a key focus for the brand is ensure it is more localised for the Australian market across all its channels.
“What we are trying to do is make sure the brand is hyper-local and we are trying to make sure that is consistent across all of our channels – whether that is email, on site [or] for social.”
Boohoo's co-founder and joint CEO Carol Kane echoed the importance of tailoring the business for its Australians customers.
“Boohoo recognised the strength in the Australian market and wanted to extend its focus purely on the fun and fast Australian girl.”
Tailored edits and visual merchandising, along with local influencer activations and TV advertising are among the key strategies Boohoo are employing to achieve localisation.
Since launching in the Australian market, it has seen huge success in its curve offering with it being the only category to perform above its UK market counterpart.
White explained the category is also a priority from a brand perspective to represent inclusivity for all customers.
“It's very important for the brand to make sure we are inclusive for all of our girls.”
Dresses remain the top performing category though, as she explained the e-tailer offers customers year round styles.
“What is great about being a global brand is we do have availability of different styles of dresses all year round.
“When it is winter for us, [for] the girls going on holiday, we do have availability of that summer dress.”
It currently offers consumers 800 new products a week and 35,000 products on site at any time.