Domestic sales account for 15 percent of the e-tailer’s overall sales.
The direct-to-consumer U.K.-based company PrettyLittleThing is trying to carve out more of the American market to build its overall business., Zalando, Romwe and Zaful, which are all vying for more price-conscious domestic shoppers. PrettyLittleThing’s chief marketing officer Nicki Capstick mapped out some of the upcoming initiatives Friday.
Last year sales were reportedly more than $881.7 million — a 0.3 percentage increase compared to the previous year. U.K. sales climbed 6.4 percent to upward of $484.95 million and U.S. sales were slightly up by 0.1 percent to $260.1 million. Company executives declined to disclose figures, prior to its public figures being released. The U.K. accounts for about 70 percent of PrettyLittleThing’s overall business, the U.S.
With that in mind the company had an 11-state tour of 19 East Coast college campuses to stage pop-up events. At each stop students could climb aboard a unicorn-adorned converted school bus to check out PrettyLittleThing merchandise, play games, post photos and pick up vouchers. That initiative was in response to survey respondents indicating that they wanted to see and touch the products and engage with the brand, Capstick said.
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