By D. Maan, Jadetimes News
Fast Fashion Brand PrettyLittleThing Faces Criticism Over Account Deactivations
Customer Accounts Deactivated Due to Excessive Returns
Fast fashion brand PrettyLittleThing (PLT) is under fire from customers whose accounts have been deactivated due to frequent returns. Some affected customers have taken to social media to express their dissatisfaction, claiming they had only made one return this year or suggesting they would return fewer items if the company's clothing sizes were more consistent.
Complaints About Sizing and Quality
Customers argue that the need for returns stems from issues with PLT's sizing and clothing quality. One user labeled the policy change a "joke," asserting that returns wouldn't be necessary if the sizing and quality of clothing were not "awful."
Reactions on Social Media
Social media posts highlight customer frustration with PLT's new policy. One customer posted on X, noting the lack of physical stores and the inevitability of returns: "You don't have a physical store, [of course] people will return things." Another user shared their experience of account deactivation despite not having made a return for three months.
Context and Broader Criticism
This backlash comes after the online retailer, part of the Boohoo Group, faced earlier criticism for discontinuing its free returns policy.
TikTok Videos Highlight Suspended Accounts
On TikTok, videos of shoppers questioning why their accounts have been suspended have received hundreds of likes. The criteria used by the company for these decisions were not immediately clear.
Customer Reactions and Concerns
Becca Unsworth, a 24 year old pensions administrator from Preston, expressed her dismay after her account was suspended. Initially unsure if the email was sent in error, she later confirmed with a PLT customer service adviser that the suspension was genuine. Becca, a loyal customer for seven years, described her frustration: "I go to PLT for everything really something for work, a new top for a night out, hair stuff, beauty products. I spent so much money there. I do return but it’s due to the fact something may arrive faulty or I need to order an item in three different sizes to make sure it fits at all," she said, criticizing the brand's sizing as "terrible."
Becca had also paid £9.99 for PLT's "Royalty" scheme, providing unlimited deliveries in the UK for a year. Despite her account being deactivated, she was informed that she would not receive a refund or partial refund. This experience has deterred her from shopping at PLT again, prompting her to consider alternatives like Asos or Shein.
More Customer Discontent
Sophie Smith, a 26 year old PLT shopper from Norwich, initially thought the deactivation message was a "joke." A member of the "Royalty" delivery scheme since its inception, she relies on PLT for outfits for events like bottomless brunches, weddings, or nights out. Sophie noted that she had only made one return to PLT this year and felt that the latest move indicated the company "doesn't value their customers."
PLT's Apology and Business Background
In the email, PLT apologized for any inconvenience and mentioned that shoppers could still make returns via its online portal. PLT is part of the Boohoo Group, founded by Mahmud Kamani and Carol Kane in 2006. The brand, initially focusing on accessories, expanded under the leadership of Umar Kamani, who established collaborations with supermodel Naomi Campbell and influencer Molly Mae Hague, and led the brand's US expansion.
Industry Challenges and Policy Changes
Despite its success during the pandemic, the Boohoo Group has faced challenges such as normalizing return rates, increased competition from brands like Shein, and customer budget constraints due to the cost of living crisis. PLT recently introduced a £1.99 return fee, even for "Royalty" service members, drawing customer ire. High Street giants like Zara, Uniqlo, and Next already charge for online returns, and OhPolly recently adopted a tiered return fee policy. Analysts indicate that retailers face cost pressures necessitating these charges or price increases. Covering return costs is expensive for fashion retailers, and there's also the environmental impact of delivery trucks to consider. Consequently, more retailers are shifting costs to customers and enforcing stricter return policies to identify worn and returned items.