- Author, Lora Jones
- Role, Business reporter, BBC News
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Fast-fashion brand PrettyLittleThing ( PLT ) is facing criticism from customers who had their accounts with the company deactivated because of the number of times they returned their purchases.
In an email seen by the BBC, shoppers were told on Friday that their accounts had been reviewed and closed so they would not be able to place any further orders.
Some of those affected took to social media to criticize the new policy, claiming they had returned items only once this year, or suggesting they would have returned fewer items if the company had been more consistent with clothing sizes.
PLT did not immediately respond to the BBC’s request for comment.
One PLT customer described the latest move as a “joke” and said a return would not be necessary unless the size and quality of the clothing was “terrible”.
They posted on X and said “You don’t have a brick and mortar store, [of course] people return things.”
Another wrote that they received an email saying their account had been deactivated, even though they had last returned to the company three months ago.
TikTok videos of customers asking why their accounts were suspended have also garnered hundreds of likes.
It was not immediately clear what criteria the company used for its decisions.
Becca Unsworth, a 24-year-old pensions administrator from Preston, told the BBC she was “horrified” after her account was suspended.
At first, she wasn’t sure if the email had been sent to her by mistake.
But on Saturday morning, she said a PLT customer service advisor informed her it was genuine.
She describes herself as a loyal customer for the past seven years: “I really go to PLT for everything – something for work, a new top for the evening, hair products, cosmetics. I’ve spent so much money there.
“I do return, but it’s due to the fact that something can arrive faulty or I have to order an item in three different sizes to make sure it even fits,” she said, describing the brand’s sizing as “terrible”.
Becca also paid a fee of £9.99 to access the PLT ‘Royalty’ scheme for unlimited UK supplies for a year.
However, she was told that with account deactivation, the company would not give her a refund or a partial refund.
He adds that his experience “gave [her] will ever shop there again’ and will now opt for Asos or Shein.
Sophie Smith, a 26-year-old PLT shopper from Norwich, said she initially thought the message she received was a “joke”.
She has been a member of its ‘Royalty’ delivery scheme since it was first offered and chooses PLT for outfits for bottomless brunches, weddings or evenings.
She told the BBC she had only returned to PLT once this year, adding that she felt the latest developments showed the company “doesn’t value its customers”.
In an email, PLT apologized for the inconvenience and pointed out that shoppers will still be able to return items through its online portal.
PLT is part of the Boohoo Group, which was founded in 2006 by Mahmud Kamani and head of retail Carol Kane.
The brand started as clothing only with accessories with a focus on trends and cheap pieces.
It was co-founded and led by Umar Kamani, one of the sons of Mahmud Kamani, who managed the brand’s collaborations with supermodel Naomi Campbell and influencer Molly-May Hague, as well as its US expansion.
While the Boohoo group has come under fire for its working practices, it has been one of the big winners of the pandemic as online retailers have thrived.
But since then, it has faced several challenges with return rates normalizing, increasing competition from ultra-fast fashion brands like Shein, and customers’ tight budgets during the cost-of-living crisis.
Customers recently vented their frustration when PLT decided to introduce a £1.99 return fee, including for members of its ‘Royalty’ service.
High Street giants such as Zara, Uniqlo and Next already charge for online returns, while PLT competitor OhPolly recently introduced a policy whereby the larger the amount of the returned order, the higher the return fee.
Instead of a flat fee, shoppers now face an £8.99 return fee for every item they order, compared to £2.99 for less than half the items, for example.
But analysts said retailers themselves face price pressures, meaning they have to introduce these charges or raise prices.
For fashion retailers, covering the cost of returns can be expensive and they must also consider the environmental impact of using vans for this purpose.
As a result, More decided to pass the cost on to customers and also reduce returns by introducing stricter controls to identify when clothes were worn for a particular occasion and sent back after one use.