Boo! Disgraced retail site back this month
In the Internet world, failures are king
The relaunch of shoddy sportswear site Boo.com is due to go ahead at the end of this month. The URL, trademark and a few other bits were bought by Fashionmall.com in June, after the bulk of it had been bought by Bright Station for £250,000.
Fashionmall said at the time that it planned to use boo.com to break into the European market and the site's front page now sports a $1000 offer for "style scouts" (?) whereas before it simply had a redirect to the company main site.
Fashionmall isn't giving much away. It paid £400,000 for Boo (nowhere near the $120 million the site managed to swallow before it went under), but has given little indication of whether it will stick with the original format or go for a tweaked version of its own. It also won't comment on financial matters - you know, making a profit, that sort of thing.
Do we care? No, not really. But Boo.com has become a by-word for daft, cash-guzzling dotcoms. It is also an interesting study in brands. Boo.com is well known as being an utter failure, but are the hardcore branders right? Are people so lemming-like that they buy from names they know, even with that little twinge somewhere in their brain that tells them something is afoot? We shall see. ®
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