Customers are likely to welcome news Pretty Little Thing is axing its returns charge policy under the direction of the recently reappointed, Umar Kamani, but industry experts say more is needed to boost Pretty Little Thing’s relevance in a “crowded fast fashion market”.
Kamani, who was CEO, departed the brand in 2023. Pretty Little Thing said his return in a leadership capactity comes with a “customer commitment at the core” vision, adding it marked a new chapter for the fashion giant.
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Just Style understands the management team is not changing. Tom Binns, COO, and Nicki Capstick, CMO, remain in their current roles and Kamani will work closely with the PLT management team to ensure the brand continues to grow and succeed as a stylist and relevant fashion brand.
Kamani expressed his appreciation for the loyalty PrettyLittleThing customers have shown over the years: “For the past twelve years, you’ve been an integral part of the PrettyLittleThing family. My promise to you is that I will listen to your feedback and evolve this brand alongside you.”
One of Kamani’s first orders of business is reintroducing free returns for the brand’s royalty customers—those who are part of PrettyLittleThing’s loyalty program—a step aimed at improving the shopping experience.
He will also be reviewing some of the more drastic changes made in recent times. His approach will focus on prioritising customer needs, ensuring that every decision reflects their best interests.
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By GlobalData“Moving forward, we will be making decisions that reflect our commitment to you, our loyal customers, and ensuring your shopping experience is both enjoyable and fair,” Kamani added.
In an Instagram post, Kamani said: “I’ve watched from the sidelines as the brand we built together has, at times, lost touch with what made it so special—you, our loyal customers. This has driven me to step back in and take on the responsibility of steering PrettyLittleThing forward, putting your needs and desires at the forefront of every decision we make.
“I sincerely apologise for any negative experiences you may have encountered during my absence. I take full responsibility from this moment on, and I am committed to making sure your experiences with us are nothing short of exceptional moving forward.”
Commenting on the move, Chloe Collins, apparel analyst at GlobalData said it wasn’t a surprise given Boohoo Group runs in the Kamani family.
“The group’s last results for the year ending 29 February 2024 showed revenue down 17.4% and sales are expected to have remained challenging since, as consumer spending has become even more restricted as shoppers battle with the aftermath of high inflation. Kamani’s reappointment likely comes from a bit of panic within the family about the group’s longevity and he is undoubtedly the person who will know the brand best.”
But she warns the fast fashion landscape is becoming more competitive.
“PrettyLittleThing faces huge competition now from global powerhouse Shein, as well as new disruptors like White Fox and Cider, and it has fallen from the top of shoppers’ minds. It’s a good move to reverse the returns charges for PLT’s royalty customers, as this led to a lot of negative press, but much more is going to be needed to boost its relevance in the crowded fast fashion market.”
