Boo.com ready for relaunch
As Boo.com prepares for its relaunch on Monday, new president Catherine Buggeln is confident that brand familiarity will help turn the site into a success.
LONDON (Brand Republic) - As Boo.com prepares for its relaunch on Monday, new president Catherine Buggeln is confident that brand familiarity will help turn the site into a success.
Buggeln was hired by Boo’s new owner, US site Fashionmall.com in July. Her career in retail began 17 years ago at Bloomingdale Department Stores in the US, and she was recently a member of the turnaround team that repositioned the Gucci brand.
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Buggeln intends to build on brand recognition –- during its lifetime Boo was one of the most visited fashion sites on the web -– but will not make the same mistakes as the original Boo team. Fashionmall.com is spending $1m on marketing, compared to the $44m spent by the original Boo team.
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