How PrettyLittleThing Created an Inspired Customer Experience
PrettyLittleThing (PLT) has been seeking to combine the potential of social media with its innovative fashion brand to change the way online shopping is like in the present. It was founded at the end of 2012 within the United Kingdom, PLT quickly transformed into an international fashion hub and has expanded to its home countries of the US, Ireland, Australia as well as France. The majority of its customers are women between the ages of 16 and 24, and it’s renowned for its unique collaborations with influential people.
What’s the ethical aspect of Pretty Little Thing?
Our study reveals a number of ethical concerns that are associated with Pretty Little Thing as well as the fact that it was rated as having the worst Ethical Consumer score on Environmental Reporting, Climate Change Pollution and Toxics Palm Oil Sourcing, Animal Testing, Animal Rights, Workers rights, Supply Chain Management and Tax Conduct.
Below, we will outline some of these concerns. For the full reports, as well as The Pretty Little Thing’s general ethics rating Please sign in to sign up or sign up.
Pretty Little Thing was marked lower under the Human Rights category because its parent company Boohoo Group was identified as selling clothing created by Pakistani workers earning 29p/hour in the December, 2020 issue of The Guardian.
It was also reduced due to it’s involvement in the Leicester clothing factories’ scandal. An independent report released in September of 2020, by Alison Levitt QC stated
The investigation was initiated following allegations that workers were being paid less than minimum wage (as as low at PS3.50 for an hour). The investigation found that “allegations of unacceptable working conditions and underpayment of workers are not only well-founded, but are substantially true.”
The majority of major clothing brands list the countries in which their suppliers are located due to the fact that suppliers from oppressive regimes and the rights of workers in supply chains violations are commonplace in the fashion industry. Because the companies did not Boohoo or Pretty Little Thing disclosed the source of their suppliers, they dropped half of its marks under the Ethics Consumer’s Human Rights category.
It was rated the lowest on Supply Chain Management. It didn’t appear to have audited any of its suppliers outside the UK It was also not included in any multi-stakeholder projects as well as, despite having appointed Sir Brian Leveson to provide independent oversight of its “Agenda for change’ , it wasn’t clear in which ways the changes were supposed to be occurring.
The main shareholder, Boohoo Group, also had no policies against purchasing cotton from Uzbekistan and Turkmenistan even though it is known to everyone that these two countries are the top exporters in the world of cotton. Each year, governments force more than one million people to cultivate as well as harvest the cotton.
Boohoo only scored 11% on the latest Fashion Transparency Index, which places 200 of the most prominent fashion retailers and brands by their transparency regarding their supply chain as well as their the impact on the environment and social. The median score was 21%..
Pretty Little Thing lost a entire mark in the ethical consumer’s Animal Rights category. Within the Boohoo group, items that contained wool, leather and down were either listed as available for sale or were mentioned in the company’s policy on material. The company stated that by 2025 “All our leather, wool, feather and down will be sourced in line with industry best practice”, which suggests that for the time being , it was not in line with best practices – and this appeared to be the case however no further details was provided.
Ethical Consumer also discovered the following: Boohoo along with Pretty Little Thing lacked any explicit policies regarding animal testing, even though they sell numerous cosmetic products.
Pretty Little Thing scores our lowest score for Carbon Management and Reporting, due to the fact that the parent Boohoo is a company. Boohoo did not appear to have implemented the correct measures to reduce its carbon emissions.
The only actions it mentioned were LED rollouts and the installation of solar panels for Burnley in addition to Manchester.
There was no mention of the supply chain that is where the majority of its emissions will be not, nor was it mentioned of transportation or other issues that are crucial to the industry of clothing. Although it did have an emissions reductions goal as per international conventions, it offered no details on how it would meet the targets.
It also earned a low score in Environmental Reporting as it didn’t provide any details on environmental problems caused by the company’s activities or the efforts it took to tackle them. Additionally, it did not include any significant goals for environmental reductions that were dated to the future.
It received our lowest rating on its policies that are harmful to clothing. Boohoo declared that in their Sustainability Agenda 2021 they were launching an ‘clothes.made smarter’ program in which it stated “We’ve analysed our material mix and developed guidelines for more sustainable materials, with a big focus on polyester and cotton which are the materials we use the most across the group.” However, little specific information on what it meant was given and there was no mention of whether the company sourced sustainable cotton was specified.
It also received the worst pollutant and toxics score for cosmetics since it was found to not have any policies that prohibit using parabens, triclosan , or Phthalates.
Pretty Little Thing lost a entire mark in the Ethical Consumer’s for the Likely Utilization of Tax Avoidance Strategies category. It is due to the fact that the subsidiary firm Boohoo Group is registered in Jersey, which is thought to be an tax-free zone despite the vast majority of its activities being situated on mainland UK mainland.
Four Boohoo directors were paid more than PS1m for the year that ended February 2021. This amount was deemed to be excessive.
What PrettyLittleThing is using EDITED to be more efficient than fast fashion
In the past four years, PrettyLittleThing has done more than other brands in 10 years. If you ask the its CEO and Managing Director Umar Kamani what they’ve accomplished and he’ll answer in three words “We work hard.”
There’s plenty of evidence to back the idea. Based on Drapers, PrettyLittleThing, the Manchester-based fashion retailer had its gross sales increase by 500 percent in the range of PS30 million in the year 2015 alone, and hasn’t decreased since. The company launched in March 2016 the company was launched in Australia Then the company’s first US launch was announced in July. By the time it was launched in August, the workforce had grown by 300% in the past year.
Despite the speed of light expansion, Umar, a third generation retailer, explains that PrettyLittleThing is judiciously pacing its expansion in the US and UK to ensure the high quality of its customers experience and expand its range of products strategically.
“Data is extremely important in a fast-paced world. Very important for PrettyLittleThing.”
“We’re trying to take things stage by stage,” Umar says. Umar. “Controlled expansion is crucial for us. We’re currently focusing on expanding our product offerings. This is the reason EDITED can help and ensures that we give our customers exactly what they’re looking for and are seeking.”
In the midst all this, the company’s focus hasn’t diverged from the diamond at heart of its business model The ability to recognize emerging trends at a young stage and then move to them quickly. Survival skills in a fast fashion, that is boosted by the availability of real-time information.
“Kylie Jenner could wear a bra with a turquoise color this morning and it could become the latest thing. It is imperative to get on these kinds of things quickly. Data that comes in quickly is definitely crucial,” says Umar. “Speed and cost are the two most crucial aspects of this business. It is essential that we don’t get away from that.”
In order to keep the business on the right course, the buying and merchandising teams utilize Edited.
“We each have opinions, and our opinions are only valid only so far. But without data, you’re not able to have the real factual information.”