When Umar Kamani first launched his fashion brand from the boot of his car, little did he realise he was sitting on a burgeoning multimillion-dollar empire destined for success of judi online.
As a fresh-faced 24-year-old, the British entrepreneur established PrettyLittleThing.com – a fast-fashion ecommerce store responsible for an eyewatering US$694 million in revenue.
Fast-forward eight years and the fashion retailer isn’t slowing down – in fact, quite the opposite. The brand has 6.3 million active customers and has recorded 38 per cent revenue growth since its inception.
The secret behind the outstanding success? The PrettyLittleThing.com Founder and CEO tells The CEO Magazine it all comes down to being there for the customer.
“We react to what the customer wants and what the customer needs,” Umar shares. “That’s how we got to this point. We don’t see ourselves as just a website where you buy your clothes – we see ourselves as a brand that fulfils the aspirations of our girl.”
Originally launched as an accessories website, PrettyLittleThing has flourished into an iconic fashion source for millions of shoppers aged between 16 and 35 years old.
“I’ve learned a lot from my dad and a strong business mindset was instilled in me from a very young age.” – Umar Kamani
Despite the fashion industry being a fiercely competitive – and at times ruthless – sector, which can be unforgiving, the UK-founded company thrives.
“A lot of businesses fear youth,” Umar says. “We encourage it here and embrace it. We think the future is in the young people.”
Unlike its global competitors, its weapon for its extraordinary online victory is optimising social media. And it’s a brand that certainly doesn’t fear the possibility of going viral.