Case Study: PrettyLittleThing achieves lightning-fast trend-to-shelf speed with EDITED

How PrettyLittleThing uses EDITED to stay faster than fast fashion

PrettyLittleThing, the Manchester-based fast-fashion e-tailer, faces the challenge of spotting nascent trends and moving faster than competitors while scaling internationally and broadening its product range. To support rapid, data-driven merchandising and buying decisions the company uses EDITED’s real-time market data and analytics platform across its buying and merchandising teams.

EDITED supplies live competitor and trend tracking, shared analytics and alerts that replace slow manual competitive shops, enabling faster decisions on launches, range increases and markdowns. As a result PrettyLittleThing can move from identifying a trend to selling it in three to four weeks, launch as many as 200 product lines in a week, and has supported rapid growth (including a 500% jump to £30m in 2015), with EDITED cited as a major enabler of faster, more confident trading.

PrettyLittleThing

Umar Kamani

Founder and CEO