images: missguided.co.uk, n.d.
THE BRAND
Missguided is a global fastfashion retailer, selling trend-led womenswear online. Since 2009, the brand has empowered
“to be confident in themselves and be who they want to be� (Missguided, 2019). females
globally
Appealing to the 16-35 demographic, they tap directly into consumers’ demand for new, ontrend products, providing value for money clothing, footwear, accessories and beauty. Digital-first retailers have changed the fast fashion market over the last 20 years, aided by 3
