Fashion Promotion

As part of my final-year Fashion Promotion unit, I created a Transformational Strategy Plan for PrettyLittleThing. The project focused on research, strategic communication, creative concept development, and rollout planning. PrettyLittleThing is a globally successful brand, recognised for its strong use of influencer marketing and social media to engage its audience.

The project centred on sustainability, aiming to challenge the perception that fast-fashion brands cannot make meaningful environmental improvements. Research highlighted low consumer awareness of PLT’s existing sustainability efforts, identifying a gap between brand action and consumer understanding. Building on the launch of PLT Marketplace in August 2022, I developed PLT IRL — a hybrid experiential concept combining a real-life in-store shopping experience with an online social media campaign designed to increase visibility, engagement, and trust in PLT’s sustainability journey.

PLT IRL extended beyond the physical space through social-first content and influencer collaborations, using creators to document the in-store experience and communicate sustainability messaging in an accessible, authentic way. As part of the project, I created a full store mock-up, reimagining the retail environment as an immersive, educational space, while ensuring the digital and physical touchpoints worked together to drive awareness and participation.

As part of the wider strategy, the concept also incorporated the conceptual launch of PLT’s podcast, PrettyLittleYou as a supporting communications channel. The podcast was positioned as a platform to amplify transparency, education, and long-form storytelling around sustainability, featuring conversations with industry experts, brand partners, and creators. This element extended the campaign beyond experiential touchpoints, reinforcing PLT’s commitment to progress while fostering deeper, more authentic engagement with its audience.