Missguided trend package

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Missguided Trend Package Inclusive Measures of Female Empowerment

Kalifa Okezie 201017716 Word Count:2478 words

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Contents PAGE 3: INTRODUCTION PAGES 5-7: TREND CONCEPT PAGES 9-10: TARGET CONSUMER PAGE 11-12: MARKETING PERSONA PAGES 17-22 THE MISSGUIDED BRAND IDENTITY PAGES 23-24: BRAND COLLABORATIONS PAGE 25: BRAND ONION PAGE 26: BRAND PERCEPTUAL MAP PAGES 27-34: COLOUR PAGE: 35-40: YARNS AND FABRICS PAGE 41: KEY SILHOUETTES PAGES 42-50: RANGE PLAN PAGES 51-53: MARKETING COMMUNICATIONS PAGES 54-55: CONCLUSION PAGES 56-60: APPENDIX

Introduction Fig 3

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This Trend Package will discuss the influence of the trend inclusive measures of female empowerment within the fashion industry and the direction of progression for Spring Summer 2019; particularly the influence it has on the Missguided brand, a brand focused on the empowerment of young women. This trend package will be inclusive of Colour, Silhouette and Fabric forecasts for the season tailored to the brand identity of the Missguided brand.

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Inclusive Measures of Female Empowerment Fig 6

‘Life is not easy for any of us. But what of that? We must have perseverance and above all confidence in ourselves. We must believe that we are gifted for something and that this thing must be attained.’ Marie Curie (Marie Claire.com,2017)

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From in- depth research on the trend ‘inclusive measures of female empowerment’, the trend concept is Sundry. Sundry focuses on the development of the female empowerment trend and its growth within society as it incorporates factors such as race, religion and appearance to empower the next generation of young females.

(Harpers Bazaar, 2017)

Women from different cultures and backgrounds are uniting together, using social media platforms as catalysts to empower each other and to discuss important issues, such as the #Metoo scandal which sparked international mass outrage and led to an active conversation about power imbalances between men and women within various aspects in society. (The Guardian, 2017)

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This unification of women to spread into the fashion industry, as many models finally felt the courage to speak openly about abuse they received by famous fashion photographers Terry Richardson, Mario Testino, Patrick Demarchelier and Bruce Webber. (University of Fashion, 2018) other elements of the female empowerment trend include mainstream brands becoming more inclusive and socially aware, as well as new innovations in fabrics being suited to female needs. (WGSN, 2018)

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Rihanna’s launch of make- up line Fenty Beauty in September sparked a global conversation regarding inclusivity with the fashion and beauty industries. Fenty offered 40 shades of foundation ranging from light to dark, which urged other mainstream beauty brands to extend their shade ranges and products for individuals with darker skin complexions.

(Allure.com, 2017) This draws on the basis of the trend concept Sundry, female empowerment should not be restricted to one race, one body shape or one religion, female empowerment should be fully inclusive of all female’s., which is the direction of the currently active female empowerment trend,

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The Target Consumer

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The Target consumer is female aged 16-20, from the Generation Z demographic either studying at School, college or the early years of university, residing in urban cities.. These individuals are from ethnic minority backgrounds and don’t conform to societies idealistic view of beauty and the perfect body shape by boasting curvaceous fuller figures. They have a keen interest in the fashion industry and keep up to date with the latest fashion news online, being digitally native they obtain various social media accounts including Twitter, Snapchat, Youtube and Instagram. These individuals tend to shop at High street and ecommerce brands that communicate messages of empowerment and inclusivity. Politiically they are more in favour of the Labour party and their reforms which are more appealing to younger generations and those old enough to vote in the brexit debate would of voted remain.

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Marketing Persona

I have created a Buyer persona that represent the ideal target consumer for this trend, According to a study from Mark W. Schaefer, three to four buyer personas usually account for over 90% of a company’s sales.

(DigitalMarketingInstitute.com,N.d)

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Marketing Persona- Aliyah Thomas Fig 18

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Name: Aliyah Thomas Age: 18 Location: London Occupation: Sixth-Form student Hobbies: Dancing, going out with friends, eating out, shopping, watching Netflix Interests: Fashion, Music, Feminism Favourite Brands: Nike, ASOS, Missguided, Fashionova fFavourite Beauty Brands: Fenty Beauty, Estee Lauder, Juvias Place, Charlotte Tilbury

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Favourite TV shows: America’s Next Top Model, Scandal, Made in Chelsea, Orange is the New Black Favourite Celebrities: Adwoa Aboa, Winnie Harlow, Ashley Graham, Zendaya Favourite Blogger/Influencer: Patricia Bright Favourite Online Blogs and News Sites: Dazed, i-D, Glamour,Allure and Refinery 29.

Style: Urban/Athleisure Political Views: Labour Supporter

The Missguided Brand Identity

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Missguided Presence Fig 23

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Missguided is a Manchester founded, e-commerce focused fast-fashion brand, which came into existence in 2009. (The Guardian 2016.) The brand hold concession stalls in Selfridges in Birmingham and Manchester and only two physical Brick and Mortar stores at London's Stratford Westfield and Bluewater Shopping Centre which was acquired in November 2016. (Drapers.com,2016) The store boasts digital LED screens and experiences which communicate brand and product messages including the famous hashtag #BabesofMissguided (Inside Retail,2016). In the early months of 2016 Missguided launched a Tinder style interactive app "swipe to hype", encouraging users to swipe for items they love. A strategy to engage more with its customers and to identify the most popular products, featuring the new digital savvy app also allows for users to pay via Apple Pay. (The Drum.com, 2016)

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PRODUCT RANGE

MESSAGES OF EMPOWERMENT

Missguided offer an extensive range of affordable apparel products and accessories to meet the needs of the mainstream millennial female consumer from the generation Z demographic. Collections are inspired by the red-carpet and celebrity party looks more so than the catwalk like other fast-fashion brands, tailored to the demands of generation Z. (Fashionista.com,2014) Product ranges include Petitie, Plus, Activewear, Swimwear, Lingerie, Sleepwear and the premium line Our Peace and Love. (Missguided.co.uk)

Missguided convey messages of female empowerment and inclusivity via social media and advertising campaigns, the #KEEPONBEINGYOU campaign is one example of this. The mission of the campaign is to empower girls to feel confident, embrace their flaws and celebrate what makes them unique. (Missguided.co.uk) The campaign features a diverse cast of empowerment activists inclusive of a variety of ethnicities and genderqueer and transgender individuals. The more recent #MAKEYOURMARK campaign which advocates the celebration of imperfections, The brand have also pledged to not retouch imperfections on their models. (Missgudied Blog) Engagement with social media is crucial to the ethos of the brand, posts on platforms such as The interactive Missguided app, Twitter and Instagram promoting female empowerment are daily occurrences. In February 2018, the brand displayed diverse mannequins in their two physical stores inclusive of different ethnicities inclduing a mannequin wearing a hijab and a mannequin with the skin condition vitiligo, depicting the view that beauty has no limits. (The Independent, 2018)

The brand currently deliver to over 160 countries worldwide, offering many fast delivery service options and differential marketing campaigns to suit the cultural demands and seasons of the locations. (CMO.com) Missguided launched their debut fragrance in summer 2017, 'Babe Power' proceed at an affordable ÂŁ28, which quickly became the best selling perfume of 2017, selling out in 3 hours; ahead of popular luxury competitors already established within the market. (DailyMail, 2017)

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Brand Collaborations According to Cope and Maloney (2016) Collaborations are promotional activities that can help brands to generate public awareness and discussion over the

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brand.

BARBIE Missguided have numerous innovative collaborations with brands and influencers within and outside of the fashion industry, adding to the brands cutting edge identity.

Collaborations have been inclusive of Barbie, a streetwear collection which payed homage to the childhood toy, with emphasis placed on girl power and conveying an empowering message to females that girls can achieve anything they set their mind to.(Missguided.co.uk, n.d) It proved to be popular

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amongst the brands consumers selling out within 24 hours of online release. (Evening Standard, 2017)

CELEBRITYÂ Other collaborations consist of collections by empowering social media figures and millennial favourites such Carli Bybel, Sarah Ashcroft and Amber Rose in 2016.

(Missguided.co.uk, n.d) In 2017 Supermodel Jourdan Dunn created an athleisure inspired collection with the brand.

(Look.com)

INTERNATIONAL WOMEN'S DAY Missguided have recently collaborated with the charity Girls Out Loud to celebrate international women's day. The collection titled #MAKEHERSTORY featuring slogan tees and inclusive models, as well as 8% of profits being donated to the charity from the 1st until the 22nd of March 2018. The collection has the mission to inspire and empower the next generation of female's. (Missguided.co.uk, n.d)

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Brand Onion Fig 33

"Hofstede’s dimensional model of national culture has been applied to various areas of global branding and advertising, and the underlying theories of consumer behaviour." The model has been used here to explain differences of the concepts of self, personality and identity relating to the brand strategy and communications which Missguided implement. (International Journal of Advertising,, 2010,)

BRAND PERCEPTUAL MAP High Price

"Positioning refers to how customers think about proposed and/or present brands in a market."

(Perreault and McCarthy, 1999) "Missguided has a number of competitors, both e-tailers and brick and mortar stores within the fast fashion sector. Missguided offer new and innovative products every day to keep up with the vast range of competition.

(Fashionista.com, 2014)

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Low Quality

High Quality Fig 45 Fig 38 Fig 44

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Low Price

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Colour and Mood

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Colour Palette

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The colour palette for the trend concept Sundry consists of 10 colours ranging from bold primary hues to sweet pastel colours to add a sense of femininity and youthfulness.

(WGSN, 2018) Inspiration for the colour palette comes from WGSN predictions for Spring Summer 2019 and Missguided's commonly utilised colours for the current Spring Summer 2018 season. (Missguided.co.uk)

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Core

The core palette consists of Sweet Roselie, Sky Azure, Riot Red, Bon Bon Pink , Pumice Grey and Charcoal Black. Bold brights have an invigorating effect which provide a youthful essence to silhouettes, complemented by minimalist Grey and Black. (WGSN, 2018)

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Accent

Accent colours are made up of subtle pastels and sweet hues Glacier Mint, Coral Red, Lupin Lilac and Blue Cadet adding sweet, modern feminine qualiities.(WGSN, 2018)

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Yarns and Fabrics Fig 73

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Trend Fabrics The key trend fabrics consist of new innovations predicted by WGSN, Fashion United and the existing fabrics Missguided predominantly use for their garments.

EcoVero

Ciré Polyester

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Ecovero is a new sustainable alternative to Viscose, it produces 50% lower emissions & water impact than generic viscose.

(Textilsantanderina.com, 2018)

Cotton

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Ciré is a waxy finish applied through heat and pressure processes to fabrics such as polyester.

(Dreamtress.com,2014) Fabric properties include water repellency. (Indiamart.com, n.d)

Elastane Blend

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Cotton is a natural cellulose fibre frequently used by the Missguided brand due to cost efficiency and the various properties it boasts such as colour retention, good absorbency and strength. (Swifcofil.com,n.d)

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Elastane is a blend of mixed fibres inclusive of llycra, offering stretchy and crease resistant properties. (Whaleys Bradford.com, N.d) Innovations in cotton and elastane fibres include new leak proof anti-microbial and absorbent qualities tailored for female menstruation.

(WGSN,2018) (Thinx, 2018)

Trend FabricsÂ

Polyamide

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Polyamide is a synthetic fibre, which comes under the Nylon category. Polyamide is widely used fabric by the Missguided brand as it is cheap in price and has the highest resistance of all textile raw materials including when in contact with water. (Erima.eu)

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Key Silhouettes The key silhouettes which are relative to the trend, consist of oversized and sporty styles for Spring/Summer 2019. Femininity and youthfulness will be added through bright and sweet colours . bold statement slogan. tees, 3 size inclusive bikinis in bra sizes and two underwear garments utilising the new absorbent characteristics added to cotton and elastane, promoting the discussion of female issues such as menstruation, which is often considered an uncomfortable topic within society.

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Eyelet Detail Jacket

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Sporty Graphic Maxi Dress

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Micro Set

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Slogan Tee

Co-ord Lounge Set

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Lattice Bikini

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Panel Swimsuit

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Cut Out Thong

Triangle Brief

Range Plan

Eyelet Detail Jacket

Price: £50 Sizes: 4-24 UK Colourways: Charcoal, Maroon, Mint, Red, Blue Fabric: 100% Ciré Polyester Care Instructions: Machine Washable

Range Plan

Price: £15 Sizes: 4-24 UK Colourways: Charcoal, Maroon, SKy Blue, Red, Grey Fabric: 90% Polyester 10% Elastane Care Instructions: Machine Washable, Tumble Dry Low

Sporty Graphic Midi Dress

Range Plan

Price: £55 Sizes: 4-24 UK Colourways: Charcoal, Maroon, Azure Blue, Red, Grey Fabric: 100% Polyester Care Instructions: Machine Washable, Tumble Dry Low

Co-ord Lounge Set

Range Plan

Empowered Women Empower Women

Slogan Tee

Price: £12 Sizes: 4-24 UK Colourways: Maroon, Blue, Red, Grey, Coral, Mint, Lilac, Pink Fabric:100% Cotton Care Instructions: Machine Washable, Tumble Dry Low

Range Plan

Price: ÂŁ25 Top Sizes: 28 AA- 44 H Bottom Sizes: 4-24 (UK) Colourways: Blue, Coral, Mint, Pink., Charcoal Fabric: 80% Polyamide 20% Elastane Care Instructions: Machine Washable

Triangle Set

Range Plan

Price: ÂŁ35 Top Sizes: 28 AA- 44 H Bottom Sizes: 4-24 (UK) Colourways: Grey, Red, Coral, Lilac, Pink., Charcoal Fabric: 90% Polyamide 10% Elastane Care Instructions: Machine Washable

Lattice Bikini

Range Plan

Price: ÂŁ30 Sizes: 4-24 (UK) Colourways: Maroon, Red, Azure Blue, Lilac, Pink., Charcoal Fabric: 75% Polyamide 25% Elastane Care Instructions: Machine Washable

Panel Swimsuit

Range Plan

Triangle Brief

Price: £15 Sizes: 4-24 Colourways:, Charcoal Fabric: 95% Cotton, 5% Elastane Care Instructions: Machine Wash Cold Do Not Tumble Dry

Range Plan

Cut Out Thong

Price: £15 Sizes: 4-24 Colourways:, Charcoal Fabric: 95% Cotton, 5% Elastane Care Instructions: Machine Wash Cold Do Not Tumble Dry

Marketing Communications Fig 93

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Marketing strategies for the range will be in line with Missguided's existing marketing communications, utilising social media as a focal centre as these platforms have the most influence on the target audience. (Adtrak,2018) The campaign will feature a diverse cast of models including Halima Aden, Iskra Lawrence and Adwoa Aboah which will be posted on the Missguided website, the brands social media platforms and online blog; with the campaign slogan 'Empowered Women, Empower Women.' The campaign will feature on outdoor digital billboards and on various posters at bustops and tube stations.

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THE LAUNCH PARTY

POP UP STORES The new range will be inclusive of experiential strategies such as Pop up stores which will be held in busy city centres and shopping centres across UK cities hosting 1 weekend in each city, ending at the London Stratford Missguided store where the launch party will be held.

The pop up stores will display interactive Photobooths where customers can take home photos with the campaign slogan printed across them. With each purchase at the stores customers will receive a voucher for 25% off their next purchase of full price items and 6 months free next day delivery 'Unicorn delivery" on all online orders. The layout of the stores will feature large replicas of the brands Babe Power fragrance as well as diverse mannequins spread throughout the store, highlighting the inclusive nature of the campaign to consumers.

The launch party guest list will be inclusive of the campaign cast, bloggers, influencers and various celebrities including a live DJ set from Maya Jama and performances from Jorja Smith and Iamddb.

Free drinks and food will be provided to all pf the guests.The general public will be able to win tickets to the event through an Instagram competition, where one of the campaign photos will be posted on the Missguided profile, entrants will need to comment #babepower under the photo and 15 winners will be randomly selected.

The entire event will be streamed on Instagram live and will have its own personalised Snapchat Geofilter encouraging guests to post on their snapchat stories, to generate exposure for the campaign.The pop up stores will display the full collection, ahead of the initial release providing visitors with an exclusive chance to purchase items from the pending collection.

Conclusion

Missguided are a brand who's core values centre around female empowerment, by utilising the direction outlined in the trend package, moving towards more inclusive measures, the brand will be able to reach and appeal a wider audience and strengthen their brand identity.

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What factors do you consider before purchasing clothes?

Responses:

Appendix Consumer Survey How often do you shop at Missguided?

Responses:

Age? Responses:

What type of products do you purchase from Missguided?

Responses:

Why do you shop at Missguided?

Responses:

Do you think Misguided are a Diverse brand, what are the reasons for this?

Responses: 1) "No." 2) "They have plus size ranges and petite ranges."

3)"Their latest campaign offered diversity but I am not sure if the products themselves are."

4) "yes, the new adverts show that."

5) "I think they try to portray that they are a diverse brand within their marketing channels."

6) "They seem to use a variety of models so I’d say yes! A recent campaign was all about being yourself if I recall correctly."

7) "They haven't done anything that makes them stand out for being diverse/not diverse."

8) "No, mainly for young adult women and not necessarily for those older."

9) "Yeah, Nitin Passi’s launch of the ‘love yourself’ campaign included an array of models broader than the usual niche model profile we see filling every other fashion campaign. I also think a lot of their slogans and use of tag lines very much champions individuality and are empowering to different women, rather than a niche."

10) "Yes in some ways as they promote plus size models etc. However they could do more to represent POC." 11) "Yes they feature lots of diverse models" 12) "Yes as they use models with stretch marks and plus sized models and different ethnicities."

13) "Yes!"

Most Important factors when shopping?

Responses:

Do you think Missguided empowers females and what are your reasons for this?

Responses: 1) "Yes." 2) "There are a range of clothes that send a message that females can wear what they want and feel good in anything they wear. I think that the party dress range makes women who wear them feel beautiful and happy with themselves."

3) "Yes because the products are sexy and feminine."

4) "yes, the new hashtag attached to the advert is empowering and they are advertising inclusivity."

5) "a lot of focus on girl power, girl gang etc."

6) "Yes they do - they showcase a lot of female empowerment in their campaigns and trends."

7) ":Yes, it manufactures cheap clothing that can give a similar look to more expensive pieces - allows females to feel and look great."

8) :"Yes, missguided makes women feel beautiful and free through their products."

9) "Yes, a lot of their taglines very much suggest this."

10) "Yes!" 11) "Instagram account demonstrates this (recent women’s vote post)."

12) "Yes they use lots of empowering slogans in their marketing" 13) "Yes they do!"

'

What do you like most about the brand?

Responses: 1) "Trousers."

2)"The affordable price range along with good quality clothing that is in trend and fashionable."

3) "It is always fashionable and affordable."

4) "nice, on trend nothing at affordable prices."

5) "styles of the products and low prices."

6) "Variety and price."

7) "Price and choice of styles available."

8)"Their catering to young adults such as myself like being on social media and being "controversial"."

9 )"It’s affordable, it’s very on trend, nitin passi their founder is impressive, and I like how unlike many ecommerce fashion labels we see popping up recently, it recognises the power of physical commerce and provides an actual physical touch point for consumers. Their in store VM is also great - and they’ve made a shopping experience that is fun and hence fits their brand identity such as their use of in store vending machines."

10) "Female empowerment/ delivery."

11) "They replicate high fashion goods.'

12) "The wide range of products."

13) "The styles and different colours appeal for every other occasion."

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Available at: https://www.whaleys-bradford.ltd.uk/a-z/elastane-fabric [accessed 5 May 2018[

Image References: Fig 1. Instagram.com. (2018). MISSGUIDED (@missguided) • Instagram photos and videos. [online] Available at: https://www.instagram.com/missguided/ [Accessed 5 May 2018].

Fig 2. Facebook.com. (2018). Missguided. [online] Available at: https://www.facebook.com/Missguidedcouk/ [Accessed 5 May 2018].

Fig 3. Missguided.co.uk. (2018). Be Like Barbie | Missguided. [online] Available at: https://www.missguided.co.uk/universe/campaign/barbie [Accessed 5 May 2018].

Fig 4. WGSN | Creating Tomorrow | Trend Forecasting & Analytics. (2018). WGSN | Creating Tomorrow. [online] Available at: https://www.wgsn.com/library/results/0/missguided [Accessed 5 May 2018].

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