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PLT's future involves a strong focus on sustainability. According to PLT "Looking after the planet is more important than ever, and like many others, we want to help create a more sustainable future. We endeavor to make a positive change with the platform and resources we have and will continue to work towards ways in which we can do better and be better2.

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What is most important to improve on to make PLT a more sustainable brand

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What is most important to improve on to make PLT a more sustainable brand

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PLT posted a blog with step by step guide to help people recycle the clothing they no longer need please see link attached

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PLT posted a blog with step by step guide to help people recycle the clothing they no longer need please see link attached

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November is officially PLT Marketplace month.

You read that right... We're picking 5 winners each week for the month of November to win 0% seller fee's for A YEAR on #PLTMarketplace!

All you have to do to enter is show us a haul of your listings using #PLTMarketplace

Entries can be made on Instagram or TikTok but you must be following @prettylittlething to enter.

This is U.K only and all T&C's can be found on prettylittlething.com

@prettylittlething
♻️💕 MARKETPLACE MONTH💕♻️ We're picking 5 winners each week for the month of November to win 0% seller fee's for A YEAR on PLTMarketplace! 😱 All you have to do to enter is show us a haul of your listings using #PLTMarketplace 😍 Entries can be made on Instagram or TikTok. Must be following @prettylittlething to enter. U.K only 🌍 All T&C's found on our site!

♬ All I Want Is You - Disco Lines

So, now you're in the know!

Here are 5 easy steps to tackling a wardrobe clear out:

1. Take everything out of your wardrobe.

If we're going to do it, we're going to do it right, right?

Say cya to the days of rooting through heaps of clothes to find your fave jeans or go-to little black dress.

Lay everything out and start to look through.

2. Get rid of the things you'll never wear.

We know it can be hard to get rid of pieces BUT if you have not worn the item in the past year then it could be time for it to go.

It's also good to ask yourself if you saw the item whilst shopping now, would you rebuy? If it's a no, then you know...

This is the perfect time to add these items to you PLT Marketplace pile - by listing these items later they can be resold and restyled by someone whos going to LOVE them.

A win-win, cash in the bank for you and a second lease of life for your pre-loved looks.

Follow the PLT guide to listing your PLT Marketplace pieces here.

3. Sort your clothes seasonally.

Pack away any items that don't suit the season.

This will make it easier when prepping your outfits and also save space in your wardrobe.

Simply switch up your wardrobe when ready and transition for the season.

Stuck on where to store them? Why not try out a vacuum bag!

4. Organise your clothes by category or colour.

Try grouping your clothes by category or colour, this will make it easier when searching for a specific item in your wardrobe.

Not only that, talk about aesthetic! #Goals

5. Fold your knitwear.

Hanger damage is a no from us. Simply fold up your knits to stop them being stretched by hangers.

This will also save on space too. Pop them in a draw or invest in some extra in-wardrobe storage such as a hanging organiser.

Check out the PLT Instagram on more details about MARKETPLACE MONTH.

Looking to be a little more sustainable with your fashion choices? We got you.
Sustainable Fashion Tips
Check out PLT Marketplace here!

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How To Clear Out Your Wardrobe | The 411 | PLT

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November is officially PLT Marketplace month. You read that right... We're picking 5 winners each week for the month of November to win 0% seller fee's for A YEAR on #PLTMarketplace! All you have to do to enter is show us a haul of your listings using #PLTMarketplace Entries can be made on Instagram or TikTok but you must be following @prettylittlething to enter.

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PLT have also introduced a new community called PLT market place, the love island 2022 runner up Indiyah Polack is the face on the forefront of this extension of PLT. PLT marketplace is a platform which allows users to Resell, rewear and recycle clothing not just purchased at PLT but from any brand.

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Creative Director of UK & EU Molly Mae Hague's Pregnancy

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Creative Director of UK & EU Molly Mae Hague's Pregnancy

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this was the most recent change PLT have experienced. this affected the brand as the cool edgy collection Molly normally put out and modelled she took a break from, However this gave PLT the opportunity to enhance their maternity range and that is how they adapted to this change, Molly Mae is one of the worlds most well known influencers so if she was wearing PLT maternity clothing pregnant women around the world would too. Molly Mae also wore normal clothing and sized up this also promoted the diversity of the garments and products provided by PLT, she broadcasted these details on her YouTube channel and discussed the size she would normally purchase in comparison to the size she wears while pregnant. This aligns with PLT's mission statement to inspire confident in everybody and that pregnant women can be stylish and still feel confident.

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Interacting with target market through social media accounts with competitions and opportunities for customer engagement

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Interacting with target market through social media accounts with competitions and opportunities for customer engagement

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PLT handled this by covering the costs of custom charges so that consumers would not be affected when shopping at PLT.

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PESTLE analysis is an investigation for significant external factors which are as follows political factors, economic factors, sociological factors, technological factors, legal factors and environmental factors.

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The political factors faced by PLT would be the impact of Brexit as PLT ships globally customs charges apply and to combat this factor PLT has arranged to cover the customs charges on all orders. Another political factor currently being faced by the brand is the US-China trade war which has caused an impact on consumer trust and confidence across the globe particularly when making online purchases.

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The economic factors faced by PLT would be currency exchange as products will be offered at different rates depending on the consumer’s geographics in turn this also affects the discounts available to each country and the shipping costs also vary.

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The sociological factors in which affect PLT are their target market are heavily influenced by social media and therefore PLT have optimised their social channels as a marketing strategy to reach their target market on a daily basis which in turn has increased the active users of their website, PLT also have invested in relying on influences as brand ambassadors to promote their products as another way of replacing marketing expenses.

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The technological factors faced by PLT is all of their products are shown digitally whereas their competitors having an instore location means they don’t have to invest as much into the technical side of their company. PLT must ensure their website is easy to navigate as research has proven that if a user cannot find what they are searching for in 3 clicks they are likely to give up and go elsewhere. PLT need to ensure that their website can operate to a high speed despite peak times of traffic accessing the website at once for instance when a new collection launches, or a sale begins.

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SWOT analysis is an acronym for Strengths, weakness, opportunities and threats. The purpose of a SWOT analysis is to evaluate strategies which have been successful and unsuccessful, understand the intimidation of threats and to anticipate opportunities to become more successful, A SWOT analysis is usually carried out by a market researcher with the aim to improve marketing strategies. I will discuss these in regard to PLT in further detail below:

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Pretty Little thing wouldn’t be successful if the strengths didn’t outweigh the weaknesses. PLT’s founder Umar kamani kicked off with the advantage of his father being the CEO of PLT’s parent company Boohoo.com. As previously noted PLTs target market is 16-35 year olds, PLT reach this age group through providing student discounts in which students who sign up for a Unidays or studentbeans account can avail of a further discount, Another way they reach this age group is via their strong digital presence posting hourly on their social media accounts particularly Instagram where they have 17.1 million followers and also on Twitter where they have 536.7k followers, PLT optimize their social media accounts as a marketing strategy as research has proven their target  age group are heavy social media users. PLT’s unique selling points are also a strength which makes them stand out from their biggest competitors such as misguided for example, PLT’s Unique selling points are offering 50% off in the two weeks leading up to the customers birthday, they have a section of the website which is laid out similar to vogue and offers styling types,  horoscope’s, skincare routines along with many other useful articles that would interest the target market, they also provide a catwalk video of a model in the garments so the customer can see the fit of the garments and see them from all angels before deciding to purchase, PLT drop 100-200 new products per day in the NEW IN TODAY section they also have a BACK IN STOCK section, PLT offer gift cards which can be a really great present to the target market and they also have a podcast with new episodes regularly available to listen to on the Spotify app. Another strength of PLT  would be offering royalty scheme to customers, In order to become a PLT royalty customer you must checkout and select express Delivery for 1 year subscription which is priced at €9.99 this works out at €0.83 per month, this helps to keep the customer retention rate at a steady figure.
PLT ship internationally making it convenient to shop here from the comfort of the customers own home PLT also offer a wish list section where you can save your favourite garments to find again.

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"We aim to inspire confidence in our customers when it comes to how they dress and present themselves to the world, endeavoring to build a community of #EveryBODYinPLT"

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Despite PLT’s success of flourishing into a multi-million dollar iconic fashion source, every company has it weaknesses and it is just as important to acknowledge the weaknesses as well as the strengths so that these can be tailored and improved to capture new customers as well maintain the customer retention rate. The biggest and most obviously weakness faced by PLT is being an online fashion retailer as it means shoppers cannot try on the garments before purchasing and referring back to the results from my survey conducted for a different module 50% of respondents believe PLT sizing is inaccurate and they also have to wait on the package to be delivered whereas some of their competitors such as misguided for example have a store in Westfield Stratford along with trialing a physical store in well-established department store Selfridges making their products available to access instantly.

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Meet Team PLT | EMPLOYEE APPRECIATION DAY | PrettyLittleThing

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The legal factor faced by PLT is a clash between the Boohoo plc (PLT's parent company) and USDAW in regards to Covid 19 fashion face masks which were launched as they were not medically approved

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Fashion is proven to be a highly competitive industry and it is important seize the right opportunities to reach the brands potential and excel. Opportunities are usually successful if a brand can fill a gap in the market and provide a product that their competitors do not stock in order to thrive. In the past 2 years the Covid-19 pandemic has had a major knock-on effect on retail however PLT being online meant that this was a huge opportunity to market to consumers who’s shopping preference would be in-store as during lock-down the restrictions inhibited them from doing so they had no other option other than to shop online and therefore during this time PLT’s sales peaked. An Opportunity that PLT should probably consider would be to expand their royalty service to other countries and not just the UK and Ireland.

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Teyana Taylor - Creative Director at PLT for US.

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Teyana Taylor - Creative Director at PLT for US.

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Molly Mae Hague - PLT Creative Director for UK and EU

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Molly Mae Hague - PLT Creative Director for UK and EU

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All organizations have organizational structures to ensure each, and every task is carried out to the highest standard to maximize sales. An organizational structure is a representation of the layers of positions which need to be fulfilled in a business from staff to management to allocate tasks to meet each employees’ skills and expertise. There are two different type of structures hierarchy also known as tall which multiple layers of management dividing the authority and control of decisions and allowing opportunities for staff to progress to a higher position within the organization, this is the type of structure followed by PLT. The other type of structure is called a flat structure with very few layers of management giving managers a wide span of control, this is more common in quiet small businesses. With 2,700 employees PLTs organizational structure speaks for itself. The brand has many layers and it very public about these layers pausing and giving credit to EU & UK creative director Molly- Mae Hague, US creative director Tenaya Taylor and many of the brand ambassadors as well as Founder Umar Kamani’s heavy digital presence being consistent since day one. PLT has many different department’s such as warehouse staff who pack the orders, customer service team, affiliate’s, brand ambassador’s, merchandisers, photography, models, stylists, creative directors, buying team, quality control, graphic designer, social media content team, finance team, travel manager, garment technologist, legal team and marketing team to name but a few. Below is some examples of the responsibilities of employees in four major roles: Creative director, merchandisers, buyers and garment technologist. The role of a creative director at PLT entails “having a creative input/lead within multiple areas of the brand e.g. - marketing, buying, influencers. It’s a 24/7 role … sharing ideas coming up with incredible new concepts, having input on shoots, events, you name it.” According to Molly- Mae Hague who is current creative director at PLT for the UK & EU. The role of a merchandiser at PLT involves “supporting the merchandising function for the business to ensure that all relevant stakeholders have accurate data which can directly, pro-actively and consistently inform decisions relating to maximizing profitability and contributing to overall business strategy and growth.” A buyer at PLT is responsible for compiling best seller reports daily to ensure the brand is never sold-out popular styles, communicating and placing orders with global suppliers, travelling on buying trips with the intention of discovering new designs and negotiating prices with current suppliers. “No two days are the same” according to Gemma Dunne who is currently buying director at PLT. The role of a garment technologists requires working alongside the buying department to create and improve fit and quality at a fast pace to align with key performance indicators with a heavily influenced commercial attitude, this involves fitting sessions, sending detailed clear but concise comments to suppliers in a timely manner and liaising with design and buying department to give their professional input. Although there are numerous departments at PLT they all depend on one another to work to their highest standard as each department contributes to the PLT team. Each and every employee is entitled to the following PLT perks free parking, 25 days holidays, free on site gym with daily classes, discretionary bonus scheme, company shares scheme, saving scheme, 40 % discount, monthly social events (including pay day drinks, employee appreciation day etc.), pension scheme, flexible working hours, cycle to work scheme, childcare support, health care plan and personal development opportunities to learn and grow at work.

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In my opinion PLT's purpose and objectives are simple to achieve and they are succeeding so far.

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PLT have had to build customer trust through the quality of the products and service they provide putting the customer at the front of all decisions, PLT have achieved delivering products inspired by catwalks by analyzing luxury fashion shows and creating garments inspired by silhouettes, color palettes and details currently trending.

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PLT have made efforts to make their brand diverse, inclusive and body positive by creating the #EVERYBODYINPLT movement, this involved the introduction of larger size ranges in 2017 and also using stylish clothing rather than just producing garments to cater for this size range, females of different heights, shapes and sizes have been used to model PLT products from the very beginning.

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The high street retailer in which this assignment is based on is Pretty Little Thing. Pretty Little Thing is a UK based fashion retailer and Private Limited Company. A private limited company refers to any business in which applies to the Central Registrations Office in order to gain limited liability meaning they can then place LTD after the company name. Pretty little thing was founded by Umar Kamani with the assistance of his older brother Adam kamani in March 2012. The website originally launched as an accessory only brand stocking just 20 products on site. Little did Umar Kamani know that he had created a multimillion-dollar empire destined for success. Today “Pretty Little Thing is the brand taking over social media feeds with killer looks and next level aesthetic.” “Taking inspiration from the catwalk, celebrities, and influencers, PLT is determined to not only anticipate trends but create them.” Pretty Little Thing aims to make style accessible to every single customer no matter what their budget and to meet these aims Pretty Little Thing continuously have discount codes sitewide, student discounts, email exclusive discounts or sales. PLT’s mission is “to inspire confidence in our customers when it comes to how they dress and present themselves to the world, endeavouring to build a community of #EveryBODYinPLT. A movement towards body positivity, equality and all-round feeling yo’self regardless of body type, race or gender.” ( www.prettylittlething.com )

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PLT is a Business, the goal of any Business is to generate income however I will look at the focus of PLT which differs them from other businesses and they are as follows
-> Create products for every budget
-> Deliver products inspired by the catwalks
-> Build customer trust
->Inspire confidence in their customers
->Encourage body positivity
->Promote diversity & inclusivity

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Different prices depending on Geographic's

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Different prices depending on Geographic's

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Although exchange rates can affect pricing, PLT has different discounts, promotions and sales on each version of their website

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retailers being based solely online can be cost efficient as it means they only have the expense of the warehouse and staff for that location rather than an in-store location as a second expense. The purpose of any business is to make a profit and to do this where possible business will avoid unnecessary costs making the decision to set up an online retailer a popular option. As online retail markets continue to develop, they can pose as a threat to PLT as they may be able to provide faster shipping periods or cheaper option’s to consumers which can portray their business as more appealing than PLT to the target market.

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The environmental factors faced by PLT are adoption of 100% recyclable parcel bags made from recycled material to protect products during the delivery process from the warehouse to the home of the consumer. Another environmental factor is sustainability to protect the environment which i looked at in detail in PLT'S vision segment of this padlet.

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From the SWOT analysis and survey results I discovered in regards to price the majority of respondents believe that PLT’s products are priced fairly and I personally would agree with these results as in comparison to competitors such as misguided I have found PLT products to be of a higher quality and standard at a more affordable price point. From research and investigating the PLT website and app I became aware of the inclusiveness provided by featuring different ranges to suit body types such as PLT petit, PLT shape, PLT tall, PLT maternity and PLT sustainability to name but a few. PLT currently specialise in garments as their main product however they sell a wide array of products such as homeware, pets’ section, skincare, beauty products, footwear, accessories, and sanitary products. Some of the products PLT stock are exclusive to PLT such as the eye lash collaboration with Tati-lashes and PLT’s own make up and skincare brush range. Additional new garments are available daily which one of PLT competitors have fulfilled this feature and therefore I feel regarding product variety satisfactory and could not draw a recommendation for this factor. Although the lack of existence of a physical PLT store being listed as a weakness in the SWOT analysis, PLT has proven to be more successful in comparison to competitor misguided which has both a physical and digital store by almost $700 million. When it comes to promotion PLT excel in this area. Pretty Little thing optimise social media accounts for an immense volume of their advertising particularly their Twitter account @OfficalPLT and their Instagram account @prettylittlething. On these accounts they post relatable memes, the latest drops, customers pictures, news on their creative director and they also advertise giving back campaigns, discount codes, give-aways, and sales. PLT’s Instagram account alone has 17.1 million followers which is why they use their Instagram account for advertising, they can also view their insights and see how many active followers to see the number of followers the posts are reaching not just the individuals who have interacted with the post. Another big platform for advertising which PLT use is billboard advertisements all around the world, they’re huge and they draw a lot of attention. PLT also send email’s out including discounts to market to customers the current promotions available to use, they also send out exclusive discounts to PLT royalty customers. PLT believe “the future is young people” they really show this by offering a greater/ further discount for students to avail of. PLT also use television ads sponsoring programmes that their target market tends to be interested in as another way to reach their clientele.

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How PLT tackle Consumers not being able to try on the garment before purchasing

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How PLT tackle Consumers not being able to try on the garment before purchasing

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videos where you can see the garment from every angel

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PLT's attempt to adapt to the pandemic.

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PLT's parcel's delivered in 100% recyclable packaging

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PLT's parcel's delivered in 100% recyclable packaging