With a slowdown in global sales, Boohoo’s results reflect the current climate of uncertainty. The brand has made many attempts lately to stay disruptive in the fashion space, but trendy purchases just aren’t sensible to consumers right now given the cost-of-living crisis.  

The recent introduction of charging for returns will undoubtedly have dissuaded many from choosing the retailer. The items themselves are not expensive enough to merit putting a price on returns, and consumers are now used to ordering clothing online in multiple sizes, trying, and returning what doesn’t fit. If an item appears risky in fit, the shopper will likely be deterred from buying at all with a return charge. 

While the Golden Quarter may temporarily rescue many brands, fast fashion purchases aren’t usually where consumers turn for gifting in the lead up to Christmas. Gift cards could help the business marginally, but overall, this isn’t the time for fast fashion to have a moment, even under better circumstances. 

The brand will also need to work on its reputation after receiving accusations of greenwashing through its partnership with Kourtney Kardashian Barker. It will likely continually work on various iterations of appeals to sustainability, but until it completely revamps its pricing and production approach, it’s going to be nearly impossible to avoid greenwashing accusations.