DESIGNER Focus

brand that the customer wants. It isn’t about selling just products, we want our customers to feel they can come to us for lifestyle, beauty tips, work outs, life advice – being an all-round “best friend”. We are a young business and we pride ourselves on our youth, our youthful management, our youthful leadership from start to end. We adapt really quickly to the ever changing landscape, especially throughout our social media and Influencer strategy as well as our campaigns. We were one of the first online retailers who showcased the same outfit on two different size models (a UK 8 and a UK 18) with a campaign that went viral after we collaborated with Hailey Baldwin and this is what our customers want to see.

A little PR birdie told us about your plans of localising plans for PRETTYLITTLETHING in May and we are indeed thrilled. Tell us more about what that means for regional designers across The Middle East. Our team at our Manchester HQ are working closely with our team in The Middle East to adapt our product offering, our focus on launch will be to expand our PLT offering however we are excited about the possibility of working with regional designers, models and Influencers to develop collections further down the line. Does the concept of a “discounted” product offering make it difficult to maintain premium fashion positioning?

Not at all. We’re at the forefront of what we do and I don’t believe our customer offering at a lower price point makes us less “premium”. We have worked with some incredible talent which a lot of people may deem as high end including Ashley Graham, Kourtney Kardashian and Hailey Baldwin with an attractive price point.

With social media dominating marketing do

“As a brand we focus on bringing lots of emotive experiences to our customers through channels beyond the website. PrettyLittleThing is a lifestyle brand and it’s important for us to make them feel a part of that.” you have any upcoming plans to collaborate with regional influencers? We are working closely with in-market agencies to ensure our approach is relevant and appropriate for the Arab market, this will include modest collections. We will also be adapting our social media platforms and advertising to ensure this is relevant to the market. Eventually, this year, we will launch an edit with a local influencer, tailored to the market where they will work closely with our design team on curating their own collection. Where do you see PRETTYLITTLETHING in The Middle East in the next 5-10 years?

We have big ambitions for the Middle East, our focus will be on launching the brand successfully over the coming months and continuing to adapt our

Quick Fire Questions

FACEBOOK OR INSTAGRAM? INSTAGRAM

FAVOURITE BEAUTY PRODUCT? CHARLOTTE TILBURY – MAGIC CREAM FAVOURITE DESIGNER? BURBERRY

FAVOURITE PERFUME? GIVENCHY – L’INTERDIT offering to offer customers in the Middle East everything they want from a fast fashion brand. Tell us an interesting fact about yourself. Before the lock down I hadn’t spent more than a week at home in the UK. We were so busy working on expansion plans that between January and March, I was on a plane nearly every 2 weeks!

@nicki_cap / @prettylittlething prettylittlething.com