Ok fine, let’s Talk About the PLT Rebrand…

Steering away from the iconic pop-pink style, Pretty Little Thing is embracing a rich, heritage-inspired brand identity. A style they’re calling "Legacy."

PLT have shifted from a cool, light pink to a warm, rich maroon to symbolise their transition from trendy, fast fashion to more luxurious, timeless pieces. With monographs subtly featured above the new editorial images, you might assume that the average consumer is captivated by this elegant rebrand. Eager to add new luxury items to their baskets and excited to embrace the trendy “old money” aesthetic.

One problem, though.

The clothing is exactly the same.

For some, this may not be an issue, but the internet is a tough critic, and many noticed immediately that one key element of the re-brand had been missed.

Critics quickly took to social media to point out that in order to truly sell luxury, your products must match that standard. Silk and satin, not polyester plastic that’s double the price.

This highlights two important lessons in today’s world:

One, brand strategy is just as important as brand identity. You can make a brand as visually appealing as you like, choosing any colours and styles you prefer. But at the end of the day, if your brand doesn’t reflect what your product actually represents, the audience can see right through it.

Two, no amount of branding will save a product that isn’t up to standard. If your product doesn’t meet expectations, the only solution is to improve the product itself. Designers can only do so much, we’re not wizards!

Let’s learn from PLT’s mistake. Get a tried-and-tested product you believe in, so much so that you could sell it in a bin bag. Then turn to branding. This is when designers can create a visual identity that authentically reflects both what you're selling and what you’re actually selling.

If you’re interested in learning more about branding in business, I recommend checking out brand/product journeys like Spice Kitchen, a company that grew from Etsy to pop-up stores in John Lewis and beyond.

For branding solutions visit kelliestudio.com or email lauren@kelliestudio.com.