PrettyLittleThing — ‘Welcome to Our World’
‘Our girl is part of the online savvy shopping generation and trusts in us to deliver her products inspired [by] the coolest celeb muses’ is what it is expected of a girl in the PrettyLittleThing world.
As one of the fastest growing online fashion brands with total revenues standing at £312.8million (almost doubling from last year), the question on everyone’s minds is how have they become so successful?
The answer to Umar Kamani (CEO and founder of PrettyLittleThing) is simple. Youth and community.
Targeting girls between the ages of 16–24 with affordable fast fashion is the first step, however Kamani believes this is the easy part. It is in fact PrettyLittleThing’s ability to ‘navigate social media’ and generate a world for their customers that gives them the upper hand in the industry.
A crucial driver of their continued success is their use of relevant social media campaigns, particularly targeting their 10.5million Instagram followers.
A key ongoing online campaign is empowering young females and providing them with a voice. Interacting with their customers through their social media to create a network of confident, ambitious women, is consequently essential to their growth.
‘PLT was moulded by the customer, we try things, we change things, we listen to the customer and we became the brand through the customers voice’, as stated by Kamani.
These online interactions are seen through their weekly giveaways and their immediate responses to customers filled with love-heart and fire emojis.
Nonetheless, PrettyLittleThing are aware that it won’t just be their online engagement that improves their online presence. They must also effectively use their USP to create an inclusive environment: fast and affordable vibrant fashion that can be worn by any girl!
Using both celebrity endorsers and microinfluencers, with huge digital presence, they have generated not only a brand but a ‘GRL POWER’ community that resonates with many teenage ‘gals’.
With the likes of Kourtney Kardashian, Ashley Graham and Love Island’s own, Megan Barton Hanson gracing our timelines wearing the latest trends whilst being the faces of the ‘PLT Girl Gang’, it becomes difficult to not want to click onto the online world that is PrettyLittleThing’s clothing website.
As their online presence continues to globalise out further than its Manchester home, PrettyLittleThing has begun to venture into further online projects to build this ‘Girl Gang’ clique.
Introducing the ‘411’ blog posts and ‘Behind Closed Doors’ podcasts!
These posts, on a variety of platforms, involve strong female celebrities’ sharing opinions on issues that are significant to the girls buying the clothes, helping to make the brand be more than just an online clothing collection.
However, could this be seen as them distancing themselves too far from what they truly are, an online clothing company?
Nevertheless, for now this Girl Gang trademark that PrettyLittleThing have adopted is continuing to bring in online traffic which has risen by 700% since 2014.
The only question that is left to ask is, as PrettyLittleThing continues to grow, is there room for boys to join the crowd?
