This month, PrettyLittleThing (PLT), the renowned fast-fashion online retailer, unveiled their rebrand titled ‘A Legacy in Progress’. The bubblegum pink and unicorns have been replaced by new burgundy hues and luxury typography aimed at making luxe fashion essentials available to all.
Businesses rebrand for all sorts of reasons, including keeping up with market trends, repairing reputation or entering a new market, but was this rebrand a hit or a miss?
PLT has positioned itself on its social accounts as ‘the generation-defining style source for every kind of IT girl’ but has its ‘clean girl’ rebrand alienated its existing customer base? Whilst the move has been received well by some customers saying the rebrand reflects the brand’s growth and adaptability, the retailer has also faced backlash online with people now asking if the target audience isn’t people wanting affordable partywear on next day delivery then who is?
Will leaving fast fashion behind and positioning the brand as ‘accessible luxury for a new generation’ mean those looking for affordable clothing will remain loyal to the brand? Whilst the new sleek, modern design will attract a wave of new customers whose values align with this rebrand, PLT needs to consider whether their existing customer base will move with them and how their brand loyalty will be rewarded.
The online powerhouse has also faced scrutiny around its sustainable and ethical practices and with the rise of competitors such as Shein, Boohoo and Missguided, was it the right time for PLT to ditch the fun and glittery aesthetic? Customers no longer had their pink-tinted glasses on and with negative press attention on workers rights and environmental issues, PLT made the decision to shake things up. Changing customer perceptions is a significant task and the new luxury positioning needs to now be reflected in the quality of their products and customer service.
Actions speak louder than words and a brand strategy goes beyond a logo and graphics. The customers who have grown up with the brand now place value on sustainability and quality so only changes to these to reflect the new style will determine whether this rebrand will be a success.
(Image credit: PrettyLittleThing)