PRISMA INC.

WESTMINSTER BUSINESS SCHOOL

SCHOOL OF MANAGEMENT AND MARKETING

MODULE TITLE: INTERACTIVE AND DIGITAL MARKETING.

MODULE CODE: 6MARK015W.

ASSESSMENT TITLE: INDIVIDUAL REPORT.

CONTENTS

01
EXECUTIVE SUMMARY

02
INTRODUCTION

03
DIGITAL COMMUNICATION
STRATEGY

04
E-MARKETING OBJECTIVES AND
STRATEGY

05
MULTICHANNEL
COMMUNICATION

06
IMPLEMENTING MARKETING
PLAN

07
CONCLUSION
INTRODUCTION

PrettyLittleThing is a UK-based fast-fashion

retailer targeting women aged 16 to 41
(PrettyLittleThing, 2023). Founded in 2012 by
brothers Umar and Adam Kamani, it began as
an accessories-only website (Wikipedia,
2023).

The brand has since expanded significantly,

offering not just accessories but also
womenswear, footwear, and beauty products
(PrettyLittleThing, 2023). They operate
internationally across the UK, Ireland,
Australia, the US, France, and the Middle East
(Wikipedia, 2023).
Known for its trend-led pieces inspired by
celebrities and the latest styles,
PrettyLittleThing caters to those seeking the
newest looks at affordable prices
(PrettyLittleThing, 2023).

Target Market
PrettyLittleThing is a UK-based fast-fashion retailer targeting women aged 16 to 41
(PrettyLittleThing, 2023). Founded in 2012 by brothers Umar and Adam Kamani, it began as an
accessories-only website (Wikipedia, 2023). The brand has since expanded significantly, offering
not just accessories but also womenswear, footwear, and beauty products (PrettyLittleThing,
2023). They operate internationally across the UK, Ireland, Australia, the US, France, and the
Middle East (Wikipedia, 2023). Known for its trend-led pieces inspired by celebrities and the
latest styles, PrettyLittleThing caters to those seeking the newest looks at affordable prices
(PrettyLittleThing, 2023).

PAGE 03
PRODUCT MIX
RPrettyLittleThing started in 2012 as a
website solely dedicated to accessories
[Wikipedia, 2023]. However, their ambition
grew quickly. Just a year later, in 2013,
they expanded their offerings to include
women's clothing [PrettyLittleThing,
2023]. This wasn't the end of the growth
spurt. PrettyLittleThing continued to add
new categories, including footwear in 2014
and beauty products in 2015
[PrettyLittleThing, 2023]. Today, they are
a major player in the fast-fashion industry.
Fast Fashion at an Accessible Price Point:
PrettyLittleThing focuses on affordability. Their
core business model revolves around offering
trendy pieces inspired by celebrities and the latest
styles at accessible prices [PrettyLittleThing, 2023].
This strategy has helped them build a large
customer base, particularly among young women.
Sustainability Efforts:
While sustainability is a growing concern within the
fast-fashion industry, PrettyLittleThing's efforts in
this area are still in their early stages. They have
outlined a 2021 Sustainability Plan that focuses on
reducing packaging and operational carbon
emissions [The Good Shopping Guide, 2023].
However, critics argue that these efforts are
minimal compared to the environmental impact of
the fast-fashion model itself [Muccy Cloud, 2020]
PAGE 04
 MARKETING CHANNEL USED
Pretty Little Thing is a B2C organization, they target ‘fashion conscious young women’ which is a
profitable sector. In order to communicate effectively with this sector PLT use Facebook, Twitter,
Instagram, YouTube, Pinterest and Google+ and blogs and TV Advertisements. In order to gain
benefits on these social media platforms it’s important to participate in customer conversations. The
conversations are usually related to products, promotions or customer service and generally aimed
at learning more about customers and providing them with support, which helps improve the
company's recognition.

Using social media platforms is interactive and is direct engagement with the customers. It is about
the lifestyle, the product, brand related, fan focused and of course, sales focused. These four traits
are vital to create a relationship with the customer and to be able to engage with them then social
media can have a positive impact for the company’s online presence.

According to the Adults’ Media use and attitudes report 2014, 83% of 16-24s visit social networking
sites more than once a day, this has grown from 50% in 2012 and therefore PLT’s target market is
growing in their online activity.

Over 90% of the 150 million people on Instagram are under the age of 35, this is why it is such an
attractive platform for fashion brands targeting the younger market. (Smith 2014) PLT have 99
thousand followers following their page. However, they are not as popular as competitor Misguided
with 765 thousand followers but it is a good amount for PLT as their posts are being viewed and will
gain interest.

PAGE 05
 DIGITAL COMMUNICATION
STRATEGY

Without a digital marketing strategy, opportunities will be missed and businesses will be lost. The
digital marketplace is constantly evolving and PLT must understand that digital marketing affects
their relationship with their customer. Other strategies are needed to engage with customers’ as
they will be missing a golden opportunity that most fashion brands are using to satisfy the digital
marketplace and their target market.

Being digital and online is different to the traditional marketing mix, the four P’s of Product, Price,
Promotion and Place. (Ryan 2014)

PAGE 06
 1.ONLINE MARKETPLACE
SITUATIONAL ANALYSIS – Customers

Audience composition can reveal a site's current market share across various audiences.
prettylittlething.com's audience is 20.71% male and 79.29% female. The largest age group of visitors
are 25 - 34 year olds.

PAGE 07
Pretty Little Thing’s website is the main hub of their digital world, the most important element in the
digital marketing strategy, this is the most important piece of online real estate as well as their other
online activity to direct their prospects. Social media - the focus of Web 2.0 and a massive growth
for marketers online that can offer highly targeted advertising to social groups on platforms such as
Facebook, Instagram’s, blogs and so on. They use these platforms to market their products, to send
personal promotions, sales promotions, direct marketing to create brand recognition and promote
their brand.

PAGE 08
SITUATIONAL ANALYSIS – Marketplace

It includes research and analysis of your target market, competitors, business challenges, and your
company's competitive differentiators.

A market analysis provides information about industries, customers, competitors, and other market
variables. You can also determine the relationship between supply and demand for a specific
product or service. Based on these insights, you can make more informed decisions about possible
marketing strategies

PAGE 09
SITUATIONAL ANALYSIS – Competitors

‘Pretty Little Thing’s competitors include ‘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 personalized offers based on
previous purchases.

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.

PAGE 10
 1. DIGITAL MARKETING PERFORMANCE
OF PRETTY LITTLE THING
Thanks to Adthena’s competitive insights, PrettyLittleThing appeared on 1,400 additional terms with
text ads and shopping ads compared to the previous year. As a result, they saw a massive 47%
increase in share of clicks on generic text ads and a 225% increase in Google Shopping ads year-
over-year

PAGE 11
 1. E-MARKETING OBJECTIVES

What makes PLT’s approach to digital media stand out? Actual personalization.
We’re not talking about tiny segments or cohorts—we’re talking actual one-to-one personalization to
the individual segment of 50 that still has 50 different people in it.
Instead of antiquated models, “What we are looking for is to understand individual consumers’
needs, using data insights, technology and creativity to then share bespoke content that’s uniquely
adapted to the viewer, at a time when they are in market,” Hynes explains. “We are continually
measuring for incremental growth and optimizing to what we are seeing in real time. It’s a two-way,
dialogue-driven model, instead of a one-way push model.”
Working with Epsilon, this new approach to personalized digital media helped PLT expand to new
markets in 2020 and contribute to its 38% annual revenue increase:
10,000 unique messages served during peak advertising weeks in 2020
20x the initial scale, having initially launched in the U.S. before expanding to four markets
30% of the new U.S. customers PLT gained in 2020 were influenced by Epsilon’s program
“We are now able to tie marketing back to an individual,” Hynes says. “This means a reduction in
wasted budget, because we are able to serve to a person rather than a device. Some of our
customers can use up to seven devices, so the efficiency of speaking to individuals, not segments, is
significant.”
Hynes goes on to mention that this approach ultimately serves the customer by reducing
unnecessary communications while conserving the brand’s budget.
“We are also able to track movement from a completely cold prospect all the way through their
journey until they are transformed into an extremely loyal PLT advocate, enabling us make smarter
cross-channel marketing decisions because of it,” Hynes explains.

PAGE 12
PLT targets women aged 18-24, clear by their use
of pink across the brand and use of writing. They
have captions on social media that directly
address females (“manifest alllll those dreams
girl”). They offer a range of sizing on their website,
including all body types, and have “plus sized” and
disabled models which shows that the brand does
include all.
On Instagram, their slogan #EveryBodyinPLT is
written in the bio, suggesting anyone can wear
their clothes. They encourage their followers to
use this hashtag to drive the movement and
ethos.
Their cover photo on Twitter and Facebook
features models of various sizes and appearances.
This once again promotes inclusivity, showing
their customers and target audience that
everyone looks good in their clothes, no matter
their size, ethnicity or style. However, in this
instance, PLT seems to be sticking to their target
age group as these models look to be within the
18-24 demographic.
They also post content that isn’t related to their
products but targets their demographic. Celebrity
news, relatable tweets and memes are shared
across all platforms to keep up customer
engagement. They participate in popular TikTok
trends helping them to stay current and relatable PAGE 13
to their target audience.
 1. E-MARKETING OBJECTIVES

prettylittlething.com Traffic Analytics & Market Share. (n.d.). Similarweb.

https://www.similarweb.com/website/prettylittlething.com/#traffic

Digital Marketing Strategy. (2014). Pretty Little Thing.

https://prettylittlecommunications.weebly.com/digital-marketing-strategy.html

Pretty Little Thing. (2023). Women’s Fashion Clothing & Dresses | PrettyLittleThing.
Prettylittlething.com; PLT. https://www.prettylittlething.com/

5 Things You To Learn from PLT’s Social Media Marketing. (2023, May 30).
https://www.flyhighmedia.co.uk/5-things-every-e-commerce-store-could-learn-from-
pretty-little-things-social-media-
marketing/#:~:text=Pretty%20Little%20Thing%20targets%20its

PRETTY LITTLE THING. (n.d.). Www.linkedin.com. Retrieved March 30, 2024, from
https://www.linkedin.com/pulse/pretty-little-thing-dintle-pitso

IONOS. (2018, December 10). Market analysis: definition. IONOS Startupguide.

https://www.ionos.com/startupguide/grow-your-business/market-analysis-definition/

Audit of “PrettyLittleThing.com” - Blog Post 1 | Digital Marketing. (n.d.).

Blogs.brighton.ac.uk. https://blogs.brighton.ac.uk/bethanyharrison/2018/12/13/audit-of-
prettylittlething-com-blog-post-1/

Audit of “PrettyLittleThing.com” - Blog Post 1 | Digital Marketing. (n.d.).

Blogs.brighton.ac.uk. https://blogs.brighton.ac.uk/bethanyharrison/2018/12/13/audit-of-
prettylittlething-com-blog-post-1/

PrettyLittleThing Case Study. (n.d.). Adthena. Retrieved March 30, 2024, from
https://www.adthena.com/resources/case-study/pretty-little-
thing/#:~:text=Thanks%20to%20Adthena

PrettyLittleThing Doubled Down on Personalized Media; Its Revenue Jumped 38%. (n.d.).
https://www.adweek.com/partner-articles/prettylittlething-doubled-down-on-personalized-
media-its-revenue-jumped-38/

Linehan, L. (2019, July 22). The rapid growth of PrettyLittleThing in search. Pi-
Datametrics.com. https://pi-datametrics.com/blog/prettylittlething-fast-fashion-growth

PAGE 14
PAGE 15