Case Study: Pretty Little Thing builds a large-scale following with TikTok for Business

Celebrating sassy fast fashion and building a large-scale following in a native way

Pretty Little Thing, a UK-based fashion retailer owned by Boohoo Group, wanted to strengthen its brand presence among 16–24-year-old women by showcasing its fast-moving fashion range in a way that felt native to its audience. TikTok for Business was the ideal platform for the brand to launch an official Business Account and share engaging organic content with its youthful, fashion-savvy community.

Using TikTok for Business, Pretty Little Thing created bold, on-brand videos featuring dance trends, pink visual cues, behind-the-scenes content, and creator collaborations to build a consistent and recognisable presence. The brand also used captions, follower prompts, and #WIN voucher giveaways to drive interaction. Since opening its Business Account in 2019, Pretty Little Thing has gained more than 1.1 million followers, earned over 15.7 million likes, and published 460+ videos.

Pretty Little Thing