Individual brand brief (PRETTYLITTLETHING)

though for the final research our team (zap it) has chosen the e- com fashion brand ASOS, but Pretty little thing brand was my primary choice to work with.

Sassy , Glamorous & Young that’s what the Brand is known for . (Wood, 2018) is a UK online fast fashion brand founded in 2012 by Umar Kamani, the son of Boohoo co-founder Mahmud Kamani, head quarter is based in Manchester, United Kingdom, with offices in London and Los Angeles. It operates in the UK, Ireland, Australia, US and France. (Prettylittlething.com, 2018) PrettyLittleThing has had a meteoric rise. Sales in the six months to 31 August 2018 soared 132% to £168.6m at the fascia, from £72.7m for the same period in 2017, which in turn was an almost fourfold increase (289%) on the same six months in 2016. (BUSBY, 2018). The brand targets the young and sassy women to help them keep on trend with a wider range of products aiming the customer age-group 16-34. (Sholl, 2018). Recently the brand has taken an extra step ahead by launching a kidswear range called PLT Girl, for girls aged 5 to 12 years. The debut collection includes graphic T-shirts, monochrome gingham, floral prints, pastel frills, co-ordinated sets and “tom boy trackies”. (Man, 2018). The brand offers good quality product with low prices. Asos, In the Style, Nasty gal, Misguided, Shein , Zaful, Mistress Rocks these E-tailers are the core competitors for Prettylittlething. PLT kicked off its marketing initiatives in January announcing a year-long partnership with pop culture TV channel E! Entertainment Television. It has since launched celebrity collaborations including Ashley Graham , Hailey Baldwin, former beauty queen Olivia Culpo , contestant of love island Montana Brown, who appeared on the show in 2017, launched a collection with this very brand. Carol Kane co –founders of Boohoo group says that key to PrettyLittleThing’s success is the age of the founders: “Umar is from the same generation as his customers.” That means he knows his peers are glued permanently to their phones, scrolling through social networks. (Wood, 2018). As a future positioning of this Brand John Stevenson, retail analyst at City broker Peel Hunt mentioned that “On the current trajectory, it looks like PrettyLittleThing will outgrow Boohoo in a couple of years.” (Stocker et al., 2018)

REFERENCES:

BUSBY, M., (10TH OCTOBER 2018). The rise and rise of PrettyLittleThing. [online] Drapers. Available at: https://www.drapersonline.com/news/the-rise-and-rise-of-prettylittlething/7032523.article [Accessed 29 Dec. 2018].

Prettylittlething.com. (2018). About Us | PrettyLittleThing. [online] Available at: https://www.prettylittlething.com/about-us [Accessed 29 Dec. 2018].

Wood, Z. (2018). Young, quick and very hip: Missguided and PrettyLittleThing hit the big time. [online] the Guardian. Available at: https://www.theguardian.com/business/2016/dec/17/missguided-pretty-little-thing-hit-big-time-fast-fashion-generation-z [Accessed 29 Dec. 2018].

Man, P., (2018). First look: PrettyLittleThing launches kidswear. [online] Drapers. Available at: https://www.drapersonline.com/news/first-look-prettylittlething-launches-kidswear/7022295.article?search=https%3a%2f%2fwww.drapersonline.com%2fsearcharticles%3fparametrics%3d%26keywords%3dPRETTYLITTLETHINGS%26PageSize%3d10%26cmd%3dGoToPage%26val%3d4%26SortOrder%3d1 [Accessed 29 Dec. 2018].

Sholl, A., (2018). PrettyLittleThing partners with TV channel E!. [online] Drapers. Available at: https://www.drapersonline.com/news/prettylittlething-partners-with-tv-channel-e/7028596.article?search=https%3a%2f%2fwww.drapersonline.com%2fsearcharticles%3fparametrics%3d%26keywords%3dPRETTYLITTLETHINGS%26PageSize%3d10%26cmd%3dGoToPage%26val%3d3%26SortOrder%3d1 [Accessed 29 Dec. 2018].

Stocker, K., (2018). The rise and rise of PrettyLittleThing. [online] Drapers. Available at: https://www.drapersonline.com/news/the-rise-and-rise-of-prettylittlething/7032523.article?search=https%3a%2f%2fwww.drapersonline.com%2fsearcharticles%3fparametrics%3d%26keywords%3dPrettyLittleThing%26PageSize%3d10%26cmd%3dGoToPage%26val%3d2%26SortOrder%3d1 [Accessed 29 Dec. 2018].