UK fashion e-tailer Boohoo.com has launched an Australian dedicated spring racing campaign #WeAreOnTrack.
The launch is the latest to fall under the marketing platform #WeAreAus which will aim to target Australia and the southern hemisphere specifically.
Featuring local social media influencers Aisha Jade and Travis Lunardi, the campaign showcases key pieces from its mens and womens collections in line with seasonal racing fashion.
A range of white lace, photo print dresses, two-piece sets and wide-leg pants in pastel and monochrome have been selected for womenswear, whilst two piece suits, separates with crisp white shirts feature for men.
Boohoo.com head of international marketing believes tailoring campaigns for an Australian-dedicated audience will engage consumers and boost the brand's presence in the market.
“The launch of #WeAreOnTrack falls under the overarching marketing platform for the Australian and Southern Hemisphere, entitled #WeAreAus.
“Our vision for the campaign is to deliver a seasonally relevant offering, whilst also engage with key influencers from different facets that embody Australian youth culture and diversities.
“Aisha Jade and Travis are the perfect fit for our #WeAreOnTrack collection, and they have brought their own unique aesthetic to the boohoo.com brand.
“Each of the influencers represent a unique fashion, and bring their own aesthetic to the
boohoo.com brand. In all aspects of the boohoo brand we strive to be all encompassing, fun
and dynamic and we feel this has been captured in this campaign.”
Prices for the looks featured in #WeAreOnTrack range from $12-$80.