British fashion group Boohoo is changing its name and becoming Debenhams Group, a strategic shift highlighting the growing challenges within fast-fashion. While Debenhams managed to shed its stuffy image, its once trendy youth brands are plummeting.
Winner turns loser, or not?
The name change is a clear recognition of the weak performance of the group’s fast-fashion brands, analysts note. However, how differently they predicted it barely four years ago, when e-commerce player Boohoo bought bankrupt Debenhams (or what was left of it). Shortly afterwards, the last branch of the department store chain founded in 1778 closed.
