PrettyLittleThing.com:
https://www.prettylittlething.com/ are a global online retailer, formed in 2011 by Umar Kamani. The firm offers fast affordable fashion, Stocker et al (2015). Wood (2016) shows that the firm continues to grow comfortably alongside competitors. The website is transactional, focusing on building and maintaining relationships with customers. Following Simeon (1999)’s AIPD principle, the site builds the firm’s brand by providing links to the firm’s social media platforms in order to inform consumers. The site positions itself effectively by offering personalised offers and recommendations based on previous purchases and browsing. The site attracts consumers through their use of social media influencers and affiliate links. The firm connects with consumers post sale through Twitter and email.
Customer Journey and Segmentation:
The firm targets females aged 16-24. A common feature of ‘Pretty Little Thing’s’ target segment is their medium to low incomes, Wood (2016). Examples are provided of customer profiles for the firm’s target segments which are then used in a customer journey infographic.
| Consumer Profile: | Customer 1: | Customer 2: |
| Who? Background, Demographics, Identifiers: | Charlotte, female, 18, University of Birmingham studying Psychology and Criminology. Single, student loan and part time at Nando’s, no children, lives in student accommodation. Outgoing, uses social media to communicate with brands. | Laura, female, 22, London, PR Graduate Scheme. Boyfriend, £28,000 per year, no children, renting flat. Outgoing, busy with work, communicates via email. |
| What? Goals, Challenges, What Can the Company Do: | Find cheap practical outfits that are fashionable for a night out and aren’t like anything worn before. Time and money. Offer discount incentives and different colours and styles. | Find clothing that is stylish and affordable, taking away the effort of going shopping. Time and sizing of clothes, speed. Offer products based on previous purchases, more sizing guidance and build trust in delivery. |
| Why? Quotes, Common Objections: | ‘I need something new to wear Wednesday night, I have nothing to wear.’ Delivery reliability and price. | ‘I don’t have time to go shopping after work, all the shops are closing.’ Delivery reliability, wearability and quality, trusting online companies. |
Critical touch points for these consumers include the firm’s social media. These are essential for the firm to focus on, due to a millennial target audience, Chaffey (2013). Their main points of contact include Twitter and Instagram. Another critical touch point for the website’s users is through YouTube links, making up 65% of the firm’s social traffic, Similarweb.com (2018). Other touchpoints include, allowing consumers to log in to their account and receive personalised offers and post purchase emails. As well as this, clothing is separated based on events, for example, ‘sequin dresses’ and ‘evening dresses’.
Competitor Analysis:
‘Pretty Little Thing’s competitors include https://www.asos.com/women/ and https://www.missguided.co.uk/. ‘MissGuided’ achieved 3.75 million views October 2018, Similarweb.com (2018) and ASOS amassed 58.4 million views October 2018, Similarweb.com (2018).
The role of these websites is similar, focusing on building lasting transactional relationships with customers by offering incentives such as free delivery for a year and personalised offers based on previous purchases.
In terms of consumer experience, MissGuided offer a positive web environment. Focusing on using coloured graphics in order to stand out to consumers and using product images to solve consumer dilemmas.
ASOS consumer experience focuses on creating a relaxed consumer environment, by offering articles simplifying everyday struggles to shorten their experience of online shopping.
In terms of usability, all firms offer simplified headings on their webpages, breaking down the clothing options based on the occasion or the style they wish to purchase. All firms offer filters inside, allowing consumers to filter items based on colour and materials used. However, all firms could filter items that are ‘sold out’ by displaying this on photos of the products rather than finding out once a consumer has opened a link to an item.
‘Pretty Little Thing’ stands out from competitors in terms of both usability and experience. The firm has recently offered images of clothing on models with different body types, allowing consumers to further engage with the product and develop personal relationships with the brand.
References:
Chaffey, D. and Smith, P.R., 2013.eMarketingexcellence: Planning and optimizing your digital marketing.Routledge.
Simeon, R., 1999. Evaluating domestic and international web-site strategies. Internet Research, 9(4), pp.297-308.
Simeon, R., 1999. Evaluating domestic and international web-site strategies. Internet Research, 9(4), pp.297-308.
SimilarWeb. (2018).asos.com Traffic Statistics. [online] Available at: https://www.similarweb.com/website/asos.com#overview [Accessed 21 Nov. 2018].
SimilarWeb. (2018).missguided.co.uk Traffic Statistics. [online] Available at: https://www.similarweb.com/website/missguided.co.uk [Accessed 21 Nov. 2018].
SimilarWeb. (2018).prettylittlething.com Traffic Statistics. [online] Available at: https://www.similarweb.com/website/prettylittlething.com#overview [Accessed 21 Nov. 2018].
Solomon, M. R., Bamossy, G. J., Askegaard, S. and Hogg, M. K. (2016), Consumer Behavior. A European Perspective. 6thedn. Harlow: Pearson Education.
Stocker, K., Hounslea, T., Geoghegan, J. and Sutherland, E. (2015).My Fashion Life: PrettyLittleThing founder Umar Kamani is living in the fast lane. [online] Drapers. Available at: https://www.drapersonline.com/people/my-fashion-life/my-fashion-life-prettylittlething-founder-umar-kamani-is-living-in-the-fast-lane/5076702.article [Accessed 21 Nov. 2018].
Wood, Z. (2016).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#img-1 [Accessed 21 Nov. 2018].
