Fabio De Bernardi
Director of business development Europe at wish list site Wishpot
If you don’t know Pretty Green already, you certainly get a feeling that it has something to do with Liam Gallagher [frontman of rock band Oasis] as soon as you hit the home page. The brand is in fact the “up-front, straight-talking classic clothing range” of the man himself.
Founded in 2009, it has grown rapidly thanks to Gallagher’s illustrious backing as well as a clever social media strategy, with the brand being actively present on Facebook, Twitter (widely used for customer care), YouTube and MySpace, as well as having its own blog.
The website is very simple and clean, with good imagery and straightforward options - no fuss. However, the Black Label collection is displayed against a black background, which isn’t very easy on the eye.
A better structure to browse product categories would also help - at the moment users can’t browse by product category. It’s fair to say that the overall number of products is limited (which is part of the brand concept) and therefore the user experience isn’t damaged.
What is a bit ironic is the total absence of “social” options built into the website, except for the blog.
Given that social media is key in spreading the brand, one would expect to find links to Facebook and Twitter, at least on the home page, to allow people to spread Pretty Green’s products across the web and become brand evangelists.