Ella May Ding, best known for the Australian version of Married at First Sight and her tempestuous relationship with Miles Nazaire in Made in Chelsea, is the latest reality TV star to become a brand ambassador for PrettyLittleThing.

The 28-year-old beauty therapist, who hails from Melbourne, married fellow Aussie Mitchell Eynaud in Married at First Sight Australia as they emerged as one of the most popular couples in season nine of the reality show. But after a short honeymoon period, the marriage ended after an acrimonious split with Ella May calling Eynaud the worst guy she’s ever dated. 

Still, UK fans of the show, which aired on E4, were delighted to discover that the couple met up on the Gold Coast late last year and were able to gain closure in an amicable meet-up. Ella May’s popularity in the UK led to a role in Made in Chelsea, but she was once again unlucky in love after splitting with Miles Nazaire.

The attraction of reality TV stars

She becomes the latest reality TV star to join the girl gang of celebrity brand ambassadors for the fast fashion retailer. She follows Love Island participants Molly-Mae Hague and Gemma Owen. The selection of reality TV contestants makes perfect business sense for PLT. Molly-Mae has 7.5 million followers on Instagram and Gemma Owen has broken the two-million mark on the social media platform, which is highly popular with the PLT target demographic.

The value of promotions in competitive industries

PrettyLittleThing has to contend with intense competition from fast fashion rivals BooHoo and Shein. Alongside reality TV ambassadors, the company has built its success through multi-channel advertising, taking advantage of the popularity of social media sites such as Twitter and Instagram to offer customers a wide variety of offers and promotions. New customers can get 25% off by using the app, while regular shoppers are tempted by time-limited offers such as 20% off as part of pre-payday warm-ups which include a countdown clock. The fashion company tempts customers through sales worth up to 80% off in an attempt to emerge on top in a crowded field of fast-fashion companies.

Promotions and offers are of great importance in fiercely competitive online industries. In the iGaming sector, for example, there is a wide range of reputable online gambling sites to choose from and companies can stand out from the crowd by offering new customers free spins casino offers. For example, Buzz Casino offers 200 free spins on the Fishin' Frenzy Jackpot King slot when new players deposit £10. Irrespective of the industry in which they operate, companies with an online presence can implement attractive offers to give them the edge when it comes to winning customers ahead of their competitors.

From fast fashion to re-selling

Companies can also attract customers by devising innovative market concepts. As a reaction to criticism of the fast-fashion industry, PrettyLittleThing has recruited another Love Island star, Indiyah Polack, as the first PLT Marketplace ambassador to promote its re-selling app. As part of the launch, Polack will be giving fans the chance to buy some of her own PLT outfits. However, the concept has not been met with universal acclaim with accusations that the fashion company is indulging in greenwashing.

It remains to be seen if PLT Marketplace will be a success with new fast-fashion outfits already available at low prices. But one thing is for sure, while Ella May Ding is the latest reality TV star to be snapped up by the company, she certainly won’t be the last.

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