By T. Jayani, JadeTimes News
Fast fashion brand PrettyLittleThing (PLT) is under fire from customers after deactivating their accounts due to the frequency of their returns. Shoppers were informed on Friday that their accounts had been reviewed and subsequently shut down, preventing them from placing further orders.
Some affected customers have taken to social media to criticize the policy, arguing they had made only one return this year or suggesting that fewer returns would occur if PLT offered more consistent sizing. PLT, part of the Boohoo Group, faced backlash earlier this month for eliminating its free returns policy.
One customer called the recent move a "joke," noting that returns wouldn't be necessary if the quality and sizing of clothing were better. Another customer on social media reported receiving the account deactivation email despite their last return being three months ago. On TikTok, videos of shoppers questioning why their accounts have been suspended have garnered significant attention. The specific criteria for PLT's decisions remain unclear.
Becca Unsworth, a 24 year old pensions administrator from Preston, expressed her dismay after her account was suspended. Initially unsure if the email was a mistake, she confirmed with a PLT customer service adviser that it was genuine. Unsworth, a loyal customer for seven years, described PLT's sizing as "terrible" and said she often ordered multiple sizes to ensure a proper fit. She had also paid £9.99 for the "Royalty" scheme, offering unlimited UK deliveries for a year, but was informed she would not receive a refund following her account deactivation. The experience has deterred her from shopping with PLT again, and she plans to switch to retailers like Asos or Shein.
Sophie Smith, a 26 year old PLT shopper from Norwich, initially thought the deactivation email was a joke. As a member of the "Royalty" delivery scheme, she frequently shopped at PLT for various occasions. Smith, who has made only one return this year, feels the company's recent actions show a lack of customer appreciation.
PLT's email to customers apologized for the inconvenience and clarified that returns could still be processed via its online portal.
Founded by Mahmud Kamani and Carol Kane in 2006, the Boohoo Group started PLT as an accessories only brand, later expanding under the leadership of Umar Kamani. The brand has faced scrutiny over its working practices but thrived during the pandemic as online retailers saw a surge in demand. However, PLT has recently encountered challenges, including normalized return rates, increased competition from brands like Shein, and financial pressures on customers due to the cost of living crisis.
Customers were frustrated when PLT introduced a £1.99 return fee, including for "Royalty" service members. High Street brands such as Zara, Uniqlo, and Next already charge for online returns, and PLT rival OhPolly recently implemented a variable return fee based on the proportion of the order returned. Analysts note that retailers face cost pressures that necessitate these charges or price increases. The cost of returns can be significant for fashion retailers, who must also consider the environmental impact of return deliveries. Consequently, many are shifting costs to customers and implementing stricter policies to curb returns, including inspections to detect worn and returned clothing.