Thanks to the increasingly interactive nature of the Internet and a shift in the way that people are consuming media, they are now talking online to a more extensive group of peers. In today’s interactive world, marketers have realized they need to join in on the conversation. Social media is a fantastic way for brands to be more productive and gain a more meaningful relationship with customers.
Pretty Little Thing is a B2C organisation, they target ‘fashion conscious young women’ which is a profitable sector. In order to communicate effectively with this sector PLT use Facebook, Twitter, Instagram, YouTube, Pinterest and Google+ and blogs and TV Advertisements. In order to gain benefits on these social media platforms it’s important to participate in customer conversations. The conversations are usually related to products, promotions or customer service and generally aimed at learning more about customers and providing them with support, which helps improve the companys recognition.
Using social media platforms is interactive and is direct engagement with the customers. It is about the lifestyle, the product, brand related, fan focused and of course, sales focused. These four traits are vital to create a relationship with the customer and to be able to engage with them then social media can have a positive impact for the company’s online presence.
According to the Adults’ Media use and attitudes report 2014, 83% of 16-24s visit social networking sites more than once a day, this has grown from 50% in 2012 and therefore PLT’s target market is growing in their online activity.
Media sharing sites are very popular today, Instagram allows members to upload, share, comment on and discuss their photographs. This is one of the channels PrettyLittleThing.com uses, as it is publically available to their market.
Over 90% of the 150 million people on Instagram are under the age of 35, this is why it is such an attractive platform for fashion brands targeting the younger market. (Smith 2014) PLT have 99 thousand followers following their page. However, they are not as popular as competitor Missguided with 765 thousand followers but it is a good amount for PLT as their posts are being viewed and will gain interest.
Pretty Little Thing’s Instagram consists of all sorts of posts from food posts, celebrity posts, quotes, competitions and occasionally their products. PLT posts many inspiration and fashion images, on a daily basis to capture attention and engage with their audience. This is a good way to engage with their followers as most of them are in the age range of 16 – 25 years old, posting similar posts. The photographs PLT put up will interest their audience and capture attention.
However, does this create good brand recognition? The photographs that they post appear all over Instagram of celebrities such as the Olsen Twins, Karlie Kloss, Beauty photographs and quotes appear on Instagram pages constantly. So when PLT posts the same images this doesn’t interest the audience, they aren’t encouraged to go onto their website instead it is just there to be liked and commented on.
Looking at Asos, Missguided and Boohoo.com they post more photographs of their products, offers, outfit choices to attract their customer to then turn to their website and browse for the outfits they have just seen which leads to more purchases. PrettyLittleThing will need to post more of their clothing and accessories for their Instagram audience to see, they are not as established as their competitors are, and this is a tactic they need to use to boost sales and recognition.
Pretty Little Thing is a B2C organisation, they target ‘fashion conscious young women’ which is a profitable sector. In order to communicate effectively with this sector PLT use Facebook, Twitter, Instagram, YouTube, Pinterest and Google+ and blogs and TV Advertisements. In order to gain benefits on these social media platforms it’s important to participate in customer conversations. The conversations are usually related to products, promotions or customer service and generally aimed at learning more about customers and providing them with support, which helps improve the companys recognition.
Using social media platforms is interactive and is direct engagement with the customers. It is about the lifestyle, the product, brand related, fan focused and of course, sales focused. These four traits are vital to create a relationship with the customer and to be able to engage with them then social media can have a positive impact for the company’s online presence.
According to the Adults’ Media use and attitudes report 2014, 83% of 16-24s visit social networking sites more than once a day, this has grown from 50% in 2012 and therefore PLT’s target market is growing in their online activity.
Media sharing sites are very popular today, Instagram allows members to upload, share, comment on and discuss their photographs. This is one of the channels PrettyLittleThing.com uses, as it is publically available to their market.
Over 90% of the 150 million people on Instagram are under the age of 35, this is why it is such an attractive platform for fashion brands targeting the younger market. (Smith 2014) PLT have 99 thousand followers following their page. However, they are not as popular as competitor Missguided with 765 thousand followers but it is a good amount for PLT as their posts are being viewed and will gain interest.
Pretty Little Thing’s Instagram consists of all sorts of posts from food posts, celebrity posts, quotes, competitions and occasionally their products. PLT posts many inspiration and fashion images, on a daily basis to capture attention and engage with their audience. This is a good way to engage with their followers as most of them are in the age range of 16 – 25 years old, posting similar posts. The photographs PLT put up will interest their audience and capture attention.
However, does this create good brand recognition? The photographs that they post appear all over Instagram of celebrities such as the Olsen Twins, Karlie Kloss, Beauty photographs and quotes appear on Instagram pages constantly. So when PLT posts the same images this doesn’t interest the audience, they aren’t encouraged to go onto their website instead it is just there to be liked and commented on.
Looking at Asos, Missguided and Boohoo.com they post more photographs of their products, offers, outfit choices to attract their customer to then turn to their website and browse for the outfits they have just seen which leads to more purchases. PrettyLittleThing will need to post more of their clothing and accessories for their Instagram audience to see, they are not as established as their competitors are, and this is a tactic they need to use to boost sales and recognition.