Boohoo Group country manager Madeline George has revealed the power of collaboration collections in the Australian market.
Alongside the announcement that the eTailer's Nasty Gal brand has teamed up with Emily Ratajkowski for its upcoming campaign, George has told Ragtrader that its previous collaboration with Australian Flex Mami delivered significant results.
"Collaboration campaigns on both local and global levels are key marketing initiatives for Nasty Gal and always produce fantastic results for the brand," she said.
"Working with international powerhouses like Em Rata build brand awareness while working with local talent like Flex Mami hone in on pushing specific categories.
"The Flex Mami collaboration saw an uplift of the Curve category in the Australian region from approximately 4-5% to around 18%.
"We expect the collaboration with Em Rata will produce a strong uplift in site visits and introduce new customers to the brand while showcasing the Nasty Gal style and brand personality," she said.
Em Rata is the face of Nasty Gal's fall-winter 2020 collection which features pieces influenced by 80s and 90s style.
The collection launched on October 7 and retails for between $27-$305.