Media Buzz as Substitute for Product Readiness

“The avalanche of media attention had been wonderful, yet it was a great distraction when our thoughts were turning with increasing urgency to the launch of the website. The person who found the situation most difficult was Patrik: he had to watch quietly from the sidelines as the world féted Leander and Malmsten. Yet he was a founder too who had played his full part in making boo what it was. Remaining discreetly in the shadows was not something that came naturally to Patrik, and it soon became clear that he was not going to tolerate it for much longer. I could hardly blame him. It was a bit like running a movie studio and being told you couldn’t go to celebrity parties.”

“magazine. “With zippy five-day deliveries, 3D/360-degree product- viewing, styling advice from Miss Boo the virtual sales assistant/ model, plus boo.magazine due to be launched online later in the year, we think we’ve seen the future of fashion.’”