PrettyLittleThing has launched a marketplace app that enables its shoppers to resell old clothing from the brand that they no longer want. The move represents a step towards more sustainable ways of shopping from the fast fashion brand – which says it also reflects its customers’ desire to buy more sustainably.
Shoppers can join the PrettyLittleThing marketplace, uploading previous purchases from the brand in order to resell and recycle them.
PrettyLittleThing marketing director, Nicki Capstick says: “We know now more than ever that our customers are more conscious of how they shop therefore we wanted to be the first fashion brand to launch a resale site with the ability to integrate the customers’ previous PLT purchases into their wardrobe as well as creating new listings and selling items from other brands. We’re encouraging our customers to recycle and resell unwanted garments whilst making money in return.”
The app-based marketplace has been been built in-house, and tested by more than 200 staff members ahead of launch. Features include the ability to sync the app with a customer’s existing PLT account, wish lists, image recognition, text filtering and PayPal integration, while up-coming improvements include a subscription service, the ability to pay using PLT store credit and and seller reviews. The app will also launch in the US in coming months.
The Love Island effect on fashion
PrettyLittleThing, part of the Boohoo Group, sells fashion to women aged between 16 and 35 – the core demographic of ITV2 show Love Island. The launch of its marketplace comes soon after marketplace eBay used its sponsorship of ITV2 show Love Island to put the emphasis on more sustainable and secondhand clothing options, a move that is thought to have drive strong interest in buying pre-owned clothing.
PrettyLittleThing itself has close connections with Love Island, and has signed stars from the programme as brand ambassadors both this year and in previous years. Gemma Owen and Indiyah Polack, from the latest season of Love Island, are reported to have signed up as brand ambassadors, the latter specifically representing the marketplace. In 2021, Love Island star Molly Mae Hague also signed to the brand – and affiliate network Awin found fashion sales grew by more than a tenth while the show was on.
