Princess Polly knows this challenge well. The fashion retailer’s response to a rapidly evolving digital ecosystem where consumer markets have grown increasingly more niche is a case study in the power of understanding — and unifying — the customer journey.
How Princess Polly rode a social media wave
Beloved by Gen Z consumers for its influencer-ready aesthetic, Princess Polly’s rise to fame can largely be attributed to the retailer leaning into social media.
Much like its cult-like following of young customers, the Aussie-born brand grew up alongside the rise of social media. Founded in 2010, Princess Polly and Instagram went online the same year and Twitter had just reached the height of its initial growth period. Like its competitors at the time — Nasty Gal and ASOS, for instance — Princess Polly took notice of how social media could vastly improve its visibility, and that efficiency was at the core of
Article source: https://www.glossy.co/sponsored/its-been-a-dream-come-true-for-our-customers-princess-polly-makes-the-case-for-unified-marketing/
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