Was Brand Weakness the Cause of Boo.com's Failure? 22/5/00 The weakness of the Boo.com brand may be another cause of the failure of the high profile online clothes retailer, according to research undertaken by e-MORI. Following Boo.com's collapse, attention has focused on the technical and logistical glitches that have plagued the operation since its launch. However less than one in seven (13%) of Internet users had heard of Boo.com, a recent survey by e-MORI discovered. Its profile among those who are not yet online was negligible at just 1%. Only 18% of Boo.com's target group of 15 - 29 year old Internet users were aware of the brand. Among those in this age group who do not have access to the Internet, this figure dropped to just 3%. Only a tiny proportion (2%) of Internet users in the 15 - 29 age group had registered with Boo.com and only 1% had purchased from the site. By way of comparison, the e-tailer Jungle.com has twice as many registered users (4%) among this age group and three times the amount (3%) of 15 - 29 year olds have bought from it. MORI interviewed a nationally representative quota sample of 1,950 adults across 155 sampling points in Great Britain. Interviews were carried out face-to-face, in-home. Data were weighted to match known population profile. All interviews were conducted between 13 and 17 April 2000.