PrettyLittleThing (PLT) has recently undergone a significant rebrand. Gone are the bright pinks and the recognisable unicorn logo. PLT has moved to a muted colour palette of beige and burgundy and a more minimalistic logo design.
The goal?
To align with the growing ‘quiet luxury’ trend that has dominated fashion over the past year, most recently with the launch of Molly Mae’s fashion brand ‘Maebe’. This shift suggests PLT is trying to move away from fast fashion and position itself as a more premium brand.
But does this actually make sense for PLT’s audience? The brand has built its success on having the latest trends at a low price, perfect for an upcoming event or holiday. PLT customers aren’t typically looking for understated elegance or business attire. One consumer summed it up perfectly under a picture of a dress from the rebrand, commenting:
‘Why is the rebrand giving business casual? I’m trying to find an outfit to go out in, not for a business meeting!’”
Rebrands can be a great way for a company to evolve, but only if they stay true to what made the brand successful in the first place. PLT’s new direction might attract a different type of customer, but at what cost?
Beyond the aesthetic changes, the price point on the site has done a complete 360 with items almost doubling in price. Dresses that once cost around €20 are now priced at €60 or €70. Does this price hike suggest a significant increase in product quality, or is it more about the rebranding and the aesthetics?
The reaction online has been mixed. While some appreciate the brand’s attempt to evolve, others feel it’s a confusing departure from what PLT stands for. Comments on social media have pointed out that the rebrand feels out of step with the brand’s identity, with some questioning whether PLT is trying too hard to follow the latest marketing trend rather than staying true to its roots.
Only time will tell whether PLT’s rebrand is a smart strategic move or a case of fixing something that wasn’t broken.
Heather
Heather Lordan is a Junior Account Manager with the Consumer Communications team at Fuzion.
