Pretty Little Thing founder Umar Kamani announces significant updates after returning to the brand, signalling a fresh start for the fashion giant.
- Kamani plans to reinstate ‘model size height’ on product pages, addressing previous customer concerns.
- The brand intends to review and potentially unblock accounts affected by ‘unusual high returns activity’.
- Upcoming improvements include better product filters and enhanced navigation for a user-friendly experience.
- Kamani commits to ongoing consultations with customers, aiming to refine products and customer experience.
Umar Kamani, the founder of Pretty Little Thing, has returned to the brand to introduce a series of updates, marking a ‘new chapter’ for the company. Recently announced through social media, Kamani elaborated on his plan to reinstate ‘model size height’ on product pages in response to customer feedback. This change comes after the brand faced scrutiny for deactivating some customer accounts due to ‘unusual high returns activity’ over the summer.
Among the changes, Kamani has also pledged to review these deactivated accounts, with the intention of unblocking many within the week. This move is part of a broader strategy to restore customer trust and address the issues that led to their deactivation.
Moreover, Kamani has focused on enhancing the digital shopping experience by refining website navigation and product filters. These adjustments aim to make the website more intuitive and user-friendly, thereby improving the overall shopping experience. Kamani stated, ‘Sizing, fits and quality are also all being worked on for improvements for all.’
A central aspect of Kamani’s strategy is maintaining an open dialogue with customers. He has committed to continuous engagement with the consumer base to ensure that their feedback directly influences the company’s direction. This approach underscores his commitment to placing customers ‘at the forefront’ of Pretty Little Thing’s business decisions.
The return of Umar Kamani marks a transformative phase for Pretty Little Thing, focusing on enhanced customer experiences and product refinement.
