Michael Buckner/WWD It took a minute, but Nasty Gal is again a growth story under its new British owners Boohoo Group. Boohoo has also been forced to defend the fact it sells clothes very cheaply after allegations over pay and poor working conditions.It has been accused of using a factory that underpaid workers, while they were being offered no protection from coronavirus.The fashion firm has said the claims made about its suppliers - if true - are "totally unacceptable" and has promised to take action. He backed "The main priority from here will be managing any reputational fallout," says Sophie Lund-Yates at Hargreaves Lansdown, who follows how well companies perform financially and provides research to investors.When the allegations came to light, Boohoo was criticised on Twitter and Instagram in posts using the hashtag #boycottboohoo.Influencers such as former The Only Way Is Essex cast member Vas Morgan and model Jayde Pierce distanced themselves from the brand on social media. Usually the norm is between four and six.But the firm's dedication to "fast fashion" has been criticised. The pair had worked together at Pinstripe Clothing, a company that was set up by Kamani's father Abdullah. The group can build its empire while reducing its dependency on its original brands. About 40% of its clothing is produced in the UK.Boohoo told the BBC that the quickest a piece of clothing can go from design to sale is two weeks. Boohoo.com’s Carol Kane and Mahmud Kamani are determined to keep up the etailer’s rapid acceleration into online fashion’s fast lane ... it has more than 392,000 followers on Twitter, 2.1 million Facebook fans and 782,000 followers on Instagram as well as an active Snapchat account. A social media manager was appointed in 2012, with all employees encouraged to assist the social media team by contributing messages and imagery.During the year up to April 2017, customer browsing from mobile devices accounted for 70% of total sessions, an increase of 4% from the previous year, with downloads of its mobile app across the United Kingdom, United States and Australia totalling around 2.2 million.In the 10 months to December 2013, Boohoo had sales totalling £92m, with a profit before charges of £10m.Turnover in the year to February 2015 was £139.9m, an increase of 27% from the previous year, with an increase of gross profit by 31% to £85m.In April 2017, Boohoo announced that its profits had almost doubled to £31 million on sales up 51% to almost £300 million.Strong performance was reported in April 2018, when Boohoo announced almost double revenue from the previous year, up to £580 million, a pre-tax profit of £43.3 million and a 22 percent increase in customers.In June 2020, Boohoo announced that it was to acquire high street chains Oasis and In July 2020 Boohoo was accused of sourcing their garments from Leicester's manufacturers who pay less than the minimum wage He and Carol Kane are also in line for a £150m bonus if the business meets its growth targets.The Manchester-based group also bought a stake in the Pretty little Thing brand - owned by Kamani's son Umar - for more than £260m this year.Umar posts about the family's ups and downs on his Instagram, from panoramic shots of warehouses and media statements, to glamorous parties with celebrities and private jet trips.While big High Street names like Topshop or Debenhams might have been suffering over the last few years, business at Boohoo has been booming.Part of its success is down to targeting under-30s who prefer to take style tips from social media influencers and buy clothes on their phones.Boohoo spent £116.8m on marketing campaigns in the year to 29 February - almost 10% of its total sales.To drive customers to its website, it's worked on collaborations with influencers including Love Island contestant Maura Higgins and paid for celebrity endorsements from the likes of R&B singer Ashanti.The strategy seems to be paying off.

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