In less than two years, Australian retailer Princess Polly has become a fashion favorite in America. Here’s how the brand set itself up for success using social media.
One way Princess Polly became an online fashion mainstay for American teens was by meeting them where they spent most of their time: TikTok. By realizing the power of the platform early, Princess Polly ensured its growing fanbase had a place to celebrate their newfound interest. The brand also bet on microinfluencers, a group that has been packing a particularly powerful punch for marketers of all backgrounds recently. The label finally sealed its success when pop star Ariana Grande posted images of herself sporting a pair of Princess Polly jeans.
Timeliness is key when it comes to success with today’s consumer. Princess Polly did not underestimate the power of a plucky platform called TikTok, despite pushback from all angles. The brand, which began as a single shop, also realized that size is not everything when it comes to influencer marketing. By opting for microinfluencers instead of celebrities, Princess Polly was able to build trust and relatability based on the fact that today’s consumer gets much of their fashion and shopping inspiration from social media and influencers they actually follow. And because the brand touts an affordable price point, teaming up with smaller influencers added another aspect of authenticity and accessibility, not to mention cost-effectiveness, for both parties involved. Indeed, even the internet-famous jeans that Ariana Grande posted cost $74. Finally, because it had already established accounts on social media platforms, the resulting influx of fans had a place to run to and an image to attach to the brand name, thus shortening the path to purchase. As such, Princess Polly now possesses an impressive following of over 240,000 on TikTok, plus an international presence that many brands would envy.
Still, the brand is not alone on its quest to entice teens with trendy and affordable clothing. Online hubs like Shein offer similar temptations (sometimes at cheaper price points), while digital thrift stores allow consumers to skirt the often controversial issue of fast fashion altogether, while still staying on budget. As sustainability continues to become a prime point of attraction for Gen Z consumers, Princess Polly’s next move should give marketers a peek at the future of fast fashion in an evolving world.