Case study: Pretty Little Thing’s steadfast influencer-first marketing strategy

Posted by Caroline Edwards in Influencer campaigns

5 months ago

There are very few challenger brands that have built 15 million Instagram followers and worked with some of the biggest influencers in the business in less than ten years. But then again, most businesses don’t have the turbo-charged aggressive influencer marketing strategy of UK e-retailer PrettyLittleThing.

The fast-fashion brand - owned by Boohoo Group - was launched in 2012 by brothers Umar and Adam Kamani as a 20-product accessories-only brand. Since then, the business now sells everything in the lifestyle vertical - more than 26,500 items - from clothing to beauty and homeware.

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