But that's not why Boo went bust. The truth is, Boo sank because of a flaw in its primary premise, its very reason for being. Boo is closing because fashion forward retailing on the Internet may well be a hopeless cause. Boo had as its target audience, the young, hip, trendy shopper interested in finding the latest in clothing and shoes. That's the last group in the market for an Internet alternative to real-world shopping.
Shopping is fun.
It's the kind of thing you do with friends. It's something you can build your day, your weekend, even your vacation around. It's not the kind of thing you hope technology will one day make obsolete. This store stocks the latest in budget chic. Trust me, they're anticipating the thrill of the fashion hunt, the joy of finding the perfect item on sale, the fun of kibitzing in the dressing room with other women they've never met about whether or not Capri pants make them look fat.