How to use collaborations to tap into culture: Saweetie x PrettyLittleThing

The UK-based clothing company PrettyLittleThing recently partnered with one of rap’s finest female artists: Saweetie. It may be one of many celebrity collections, that the fast-fashion giant dropped in 2020. But it’s one of the best in showing how influencer marketing really works and how it can be part of a greater cultural marketing strategy.

Saweetie by PrettyLittleThing

The fastest-growing consumer brand

While the fashion industry is struggling with its current state, PrettyLittleThing manifest their status as one of the biggest clothing companies that the age of social media and influencer culture has produced.

In 2017 PrettyLittleThing, or PLT, was acquired by Boohoo – a UK based online fashion retailer co-owned by the father of PLT’s founding brothers Umar and Adam Kamani, Mahmud Kamani. That year they became the fastest-growing consumer brand in the world in terms of search interest, surpassing Gucci and Louis Vuitton as well as Netflix or the chinese liquor Maotai. Today they achieve a turnover of over half a billion British pounds.


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