The direct-to-consumer U.K.-based company PrettyLittleThing is trying to carve out more of the American market to build its overall business.
That focus mirrors that of other fast-fashion specialists like Shein, Temu, Asos, Zalando, Romwe and Zaful, which are all vying for more price-conscious domestic shoppers. PrettyLittleThing’s chief marketing officer Nicki Capstick mapped out some of the upcoming initiatives Friday.
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In the U.S. for a 10-day stay that included hosting media types at a New York City dinner, she also touched down for Wednesday’s launch party for model and influencer Lori Harvey’s upcoming capsule collection and advertising campaign. With the business established in the U.K., the brand has set its sights on the U.S. due to its potential to drive growth.
Estimating there are 30 million to 33 million females living in the U.K. versus the 167 million women in the U.S., she said that base is where the company sees the most potential. Asked if the Stateside focus has been mostly driven by the downturn in U.K. and European sales, Capstick said “absolutely not,” claiming they continue to grow through a loyal customer base in the U.K., who shop frequently and will be built upon and scaled beyond that.
Last year sales were reportedly more than $881.7 million — a 0.3 percentage increase compared to the previous year. U.K. sales climbed 6.4 percent to upward of $484.95 million and U.S. sales were slightly up by 0.1 percent to $260.1 million. Company executives declined to disclose figures, prior to its public figures being released. The U.K. accounts for about 70 percent of PrettyLittleThing’s overall business, the U.S. represents about 15 percent and other countries comprise the remaining 15 percent of volume, Capstick said. The five-year plan is to increase the U.S. business to match that of the U.K.
The August opening of an Elizabethtown, Pa., warehouse is one of the ways that the Boohoo-owned e-tailer aims to serve more U.S. shoppers. Naomi Campbell helped to raise the brand’s profile globally by collaborating on a collection earlier and headlining a New York Fashion Week runway show in September.
Having surveyed 1,400 women in the U.S. through a U.K. research agency, PrettyYoungThing has been using some of the information that it mined from their responses to move ahead. For example, Harvey, who is already a brand ambassador, is someone PrettyLittleThing customers “have been crying out for for a long time” via consumer research. Her capsule collection debuts Wednesday, as will ads, billboards and social media that were shot by Alexandra Alva. “We think she will really resonate with the 16- to 25-year-old demographic that we’re going for,” Capstick said of Harvey.
With that in mind the company had an 11-state tour of 19 East Coast college campuses to stage pop-up events. At each stop students could climb aboard a unicorn-adorned converted school bus to check out PrettyLittleThing merchandise, play games, post photos and pick up vouchers. That initiative was in response to survey respondents indicating that they wanted to see and touch the products and engage with the brand, Capstick said. They could not, however, walk away with new products, but they could use the iPads on the bus to order some. Describing the response as “so crazy,” she said the company is looking to do that again next year.
“It’s really important to ensure we’re differentiating ourselves from the online field of fashion players in the market,” Capstick said.
PrettyLittleThing
Asked to quantify the response to Naomi Campbell’s collaboration, which featured designs from Victor Anate and Theophilio’s Edvin Thompson, Capstick said, “There are multiple ways of looking at these things. It’s not always direct return on investment. We generate that understanding over time. The press coverage and the social media reach that we attained was much bigger than we have ever seen from any previous campaigns. We had the 360[-degree] marketing approach to make sure we were hitting the customer with every single touch point. The product sold really well and we’ve reordered a lot of the items.”
Edvin Thompson, Naomi Campbell and Victor Anate on the runway.
A black blazer dress, a studded dress and a jumpsuit were bestsellers from Campbell’s collection, Capstick said. With the party season and the holidays approaching, the e-tailer expects dresses and other festive looks from the range to be popular.
Declining to identify key competitors, Capstick said the brand is constantly monitoring the wider landscape, including which other brands have emerged onto the market, pricing and promotional perspectives and how others are using social media to advertise. That said, PrettyLittleThing is focused on its growth through Gen Z-ers. Opening freestanding retail stores is not being planned, but pop-ups are being considered for the U.K., U.S. and possibly Europe.
In response to many consumers’ tightened spending and “cost challenges,” the fast-fashion resource has maintained its entry-level price point of $7, but is offering more styles for that amount compared to a year ago. “Everyone probably has less disposable income than they did pre-pandemic. We want to be sure that we’re bringing those affordable prices to the customer. We’re constantly learning from what she is buying and what she wants to see on the website,” Capstick ahead.
Next year the company wants to tap into the U.S. music scene with emerging artists on TikTok, where many PrettyLittleThing shoppers engage, being of particular interest. Potential partnerships are being explored with musicians. Separately, brand partnerships, something that PrettyLittleThings has dabbled in, are being considered.
CHICAGO (AP) — United Airlines has struck a deal with Elon Musk’s SpaceX to offer satellite-based Starlink WiFi service on flights within the next several years.
The airline said Friday the service will be free to passengers.
United said it will begin testing the service early next year and begin offering it on some flights by later in 2025.
Financial details of the deal were not disclosed.
The announcement comes as airlines rush to offer more amenities as a way to stand out when passengers pick a carrier for a trip. United’s goal is to make sitting on a plane pretty much like being on the ground when it comes to browsing the internet, streaming entertainment and playing games.
“Everything you can do on the ground, you’ll soon be able to do on board a United plane at 35,000 feet, just about anywhere in the world,” CEO Scott Kirby said in announcing the deal.
The airline says Starlink will allow passengers to get internet access even over oceans and polar regions where traditional cell or Wi-Fi signals may be weak or missing.
Sony has made it easy for Canadian consumers to preorder the PlayStation 5 Pro in Canada directly from PlayStation’s official website. Here’s how:
Visit the Official Website: Go to direct.playstation.com and navigate to the PS5 Pro section once preorders go live on September 26, 2024.
Create or Log in to Your PlayStation Account: If you don’t have a PlayStation account, you will need to create one. Existing users can simply log in to proceed.
Place Your Preorder: Once logged in, follow the instructions to preorder your PS5 Pro. Ensure you have a valid payment method ready and double-check your shipping information for accuracy.
Preorder Through Major Canadian Retailers
While preordering directly from PlayStation is a popular option, you can also secure your PS5 Pro through trusted Canadian retailers. These retailers are expected to offer preorders on or after September 26:
Best Buy Canada
Walmart Canada
EB Games (GameStop)
Amazon Canada
The Source
Steps to Preorder via Canadian Retailers:
Visit Retailer Websites: Search for “PlayStation 5 Pro” on the website of your preferred retailer starting on September 26.
Create or Log in to Your Account: If you’re shopping online, having an account with the retailer can speed up the preorder process.
Preorder in Store: For those who prefer in-person shopping, check with local stores regarding availability and preorder policies.
3. Sign Up for Notifications
Many retailers and websites offer the option to sign up for notifications when the preorder goes live. If you’re worried about missing out due to high demand, this can be a useful option.
Visit Retailer Sites: Look for a “Notify Me” or “Email Alerts” option and enter your email to stay informed.
Use PlayStation Alerts: Sign up for notifications directly through Sony to be one of the first to know when preorders are available.
4. Prepare for High Demand
Preordering the PS5 Pro is expected to be competitive, with high demand likely to result in quick sellouts, just as with the initial release of the original PS5. To maximize your chances of securing a preorder:
Act Quickly: Be prepared to place your order as soon as preorders open. Timing is key, as stock can run out within minutes.
Double-Check Payment Information: Ensure your credit card or payment method is ready to go. Any delays during the checkout process could result in losing your spot.
Stay Informed: Monitor PlayStation and retailer websites for updates on restocks or additional preorder windows.
Final Thoughts
The PlayStation 5 Pro is set to take gaming to the next level with its enhanced performance, graphics, and new features. Canadian gamers should be ready to act fast when preorders open on September 26, 2024, to secure their console ahead of the holiday season. Whether you choose to preorder through PlayStation’s official website or your preferred retailer, following the steps outlined above will help ensure a smooth and successful preorder experience.
For more details on the PS5 Pro and to preorder, visit direct.playstation.com or stay tuned to updates from major Canadian retailers.
Since the PlayStation 5 (PS5) launched four years ago, PlayStation has continuously evolved to meet the demands of its players. Today, we are excited to announce the next step in this journey: the PlayStation 5 Pro. Designed for the most dedicated players and game creators, the PS5 Pro brings groundbreaking advancements in gaming hardware, raising the bar for what’s possible.
Key Features of the PS5 Pro
The PS5 Pro comes equipped with several key performance enhancements, addressing the requests of gamers for smoother, higher-quality graphics at a consistent 60 frames per second (FPS). The console’s standout features include:
Upgraded GPU: The PS5 Pro’s GPU boasts 67% more Compute Units than the current PS5, combined with 28% faster memory. This allows for up to 45% faster rendering speeds, ensuring a smoother gaming experience.
Advanced Ray Tracing: Ray tracing capabilities have been significantly enhanced, with reflections and refractions of light being processed at double or triple the speed of the current PS5, creating more dynamic visuals.
AI-Driven Upscaling: Introducing PlayStation Spectral Super Resolution, an AI-based upscaling technology that adds extraordinary detail to images, resulting in sharper image clarity.
Backward Compatibility & Game Boost: More than 8,500 PS4 games playable on PS5 Pro will benefit from PS5 Pro Game Boost, stabilizing or enhancing performance. PS4 games will also see improved resolution on select titles.
VRR & 8K Support: The PS5 Pro supports Variable Refresh Rate (VRR) and 8K gaming for the ultimate visual experience, while also launching with the latest wireless technology, Wi-Fi 7, in supported regions.
Optimized Games & Patches
Game creators have quickly embraced the new technology that comes with the PS5 Pro. Many games will receive free updates to take full advantage of the console’s new features, labeled as PS5 Pro Enhanced. Some of the highly anticipated titles include:
Alan Wake 2
Assassin’s Creed: Shadows
Demon’s Souls
Dragon’s Dogma 2
Final Fantasy 7 Rebirth
Gran Turismo 7
Marvel’s Spider-Man 2
Ratchet & Clank: Rift Apart
Horizon Forbidden West
These updates will allow players to experience their favorite games at a higher fidelity, taking full advantage of the console’s improved graphics and performance.
Design & Compatibility
Maintaining consistency within the PS5 family, the PS5 Pro retains the same height and width as the original PS5 model. Players will also have the option to add an Ultra HD Blu-ray Disc Drive or swap console covers when available.
Additionally, the PS5 Pro is fully compatible with all existing PS5 accessories, including the PlayStation VR2, DualSense Edge, Pulse Elite, and Access controller. This ensures seamless integration into your current gaming setup.
Pricing & Availability
The PS5 Pro will be available starting November 7, 2024, at a manufacturer’s suggested retail price (MSRP) of:
$699.99 USD
$949.99 CAD
£699.99 GBP
€799.99 EUR
¥119,980 JPY
Each PS5 Pro comes with a 2TB SSD, a DualSense wireless controller, and a copy of Astro’s Playroom pre-installed. Pre-orders begin on September 26, 2024, and the console will be available at participating retailers and directly from PlayStation via direct.playstation.com.
The launch of the PS5 Pro marks a new chapter in PlayStation’s commitment to delivering cutting-edge gaming experiences. Whether players choose the standard PS5 or the PS5 Pro, PlayStation aims to provide the best possible gaming experience for everyone.
Preorder your PS5 Pro and step into the next generation of gaming this holiday season.
