When it comes to fast fashion, Shein and Pretty Little Thing (PLT) are among the leading online brands. They are characterized by offering unrivaled low prices and a wide range that is constantly renewed.
These brands, often criticized for their working methods, have managed to delight their target audience, the under-25s, through communication mainly focused on the social networks Instagram and Tiktok.
founding
In 2008, Shein was launched under the name ‘Sheinside’. Founded by Chris Xu, the platform initially specialized in wedding dresses and then expanded into ready-to-wear. In 2015, the app changed its name to Shein, which is shorter and thus easier to remember. The pandemic and the rapid growth of e-commerce have been drivers for the platform, which is posting record numbers.
The average price for a product purchased from Shein was €7.50 at the end of June 2021, according to data shared by Kantar Worldpanel. The epitome of Ultra Fast Fashion, Shein promises more than 500 new products per day, with a fully internet-based sales model that increases profitability.
PrettyLittleThing is a UK-based fashion retail company for women aged 16-35. The platform was co-founded in 2012 by brothers Umar and Adam Kamani. They initially sold limited-edition accessories before moving into ready-to-wear. In January 2017, Boohoo, owned by the founders’ father Mahmud Kamani, bought 66 percent of the company and became full owner of PLT in 2020.
The Founders
Before founding Shein, Chris Xu worked for an information and technology company. He was formerly known as Yang Tian Xu.
PrettyLittleThing is primarily a Kamani family business. Founded by brothers Umar and Adam Kamani, the company was integrated into the Boohoo family group run by their father.
Digital strategy with a focus on Instagram and TikTok
Intensive social media marketing is the strategy Shein is pursuing. Instagram is the main network used by the pure player. The official page has 23.4 million followers and Shein Germany’s page has 752,000. Shein is very active on these platforms, publishing between five and ten posts per day on average. These are promotional photos and also the sharing of videos and images posted by influencers or subscribers. On the networks, Shein also shares discounts and promotions to constantly keep fans visiting the app.
On TikTok, Shein is the undisputed ruler. The brand understood very quickly how the platform works and what kind of content attracts young people. With 3.6 million followers on his official account – and 269,000 on the German side – Shein reaches his target group directly. The hashtags Haulshein and sheintryonhaul have 712.5 million and 514 million views, respectively. In internet lingo, a haul is the presentation and appraisal of recently purchased items through a video. The brand is also present on Facebook with 250,000 subscribers and on Twitter with 419,000 followers.
During Paris Fashion Week, Shein organized a virtual fashion show “#SHEINforall” on Sunday, February 20th through the Shein app and also through social media.
PrettyLittleThing has 17.7 million followers on Instagram, over two million on Facebook and 79,000 on Twitter. Unlike Shein, Pretty Little Thing concentrates its activities on a single account and addresses its customers in English. The brand posts daily look inspirations and shares posts from influencers it works with.
This article was previously published on FashionUnited.fr. Translation and editing: Barbara Russ