Nasty Gal launches first non-English-language platform in France
today Apr 29, 2019
As of Monday, April 29, fans of Nasty Gal in France will be able to use a dedicated French-language platform, which also offers speedy delivery with no extra customs fees. Until now, only the US and the UK had their own sites.
"I'd like to do something in France to develop Nasty Gal. This approach seems like the right one for the market," explained Boohoo co-founder Carol Kane to FashionNetwork.com in September. Boohoo acquired Nasty Gal from Sophia Amoruso in April 2017 and had a new platform for the brand up and running within 48 hours. This site did not, however, offer an optimal service to French customers, who had to deal with long delivery times and, worse still, extra customs charges.
Both of these issues should be resolved by the new French platform unveiled on Monday, which offers both next-day delivery and free delivery on orders over 50 euros. The site will also be accompanied by a new French-speaking customer support service. In addition, Nasty Gal plans to work closely with local influencers in order to promote its offer in the market effectively, maintaining its Californian aesthetic while also adapting it to the specific tastes of French, and particularly Parisian, consumers.
"The idea is that local customers will find their own French understanding of what Nasty Gal is on the site," explained Kelly Byrne, the brand's commercial director, to FashionNetwork.com. "Because there's an enthusiastic fan base for the brand in France. They know about our products but it's still difficult for them to buy them. And the general public doesn't necessarily know our brand. Which is why the strategy we're implementing with local influencers is so important."
Targeting customers between the ages of 20 and 35, Nasty Gal has a more limited offer than Boohoo, hosting some 7,500 pieces against Boohoo's 27,000, but distinguishes itself for its creative approach and superior finishes. While a dress on Boohoo averages out around 25 euros, Nasty Gal positions itself closer to 35 euros, its full product range being priced from 15 to 75 euros. The site's pieces are designed by an independent creative team which collaborates with teams in Manchester, London, Los Angeles and, as of recently, Paris.
"For me, Nasty Gal is typical of those kinds of brands that people talk about a lot, but that we actually see very little of, it's a brand that consumers recommend to each other," explained Boohoo's French country manager Nicolas Perignon. "We are, therefore, fairly confident. We're proposing something that's quite new on this market, because although it's not a new brand, it is a different offering." This new offering will also be promoted by a new brand ambassador, whose name is set to be revealed in the next few days.
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