The Brand

Missguided is a global fastfashion retailer, selling trend-led womenswear online. Since 2009, the brand has empowered females globally “to be confident in themselves and be who they want to be” (Missguided, 2019).

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

images: missguided.co.uk, n.d.

globalisation, internet penetration, disposable income and low-cost supply chains (Maguire, 2019).

In order for the pop-up range to be successful, consumers need to be aware of the brand’s existence, connect with its ethos and value what it has to offer – and the product offering should be relevant to the needs, aspirations and desires of customers (Posner, 2015:140). As a result, Missguided made the ideal brand to execute the swimwear range. The use of trend-led design reflects Missguided’s brand values, whilst targeting women of a similar demographic.

images: missguided.co.uk, n.d.

To be a successful brand, Ander and Stern (2004) argued retailers must focus on being the ‘best’ in a dimension of consumer demand, shown in appendix 1. It could be argued Missguided fall into multiple categories, offering a fast and efficient order service, a huge choice of clothing and all at value for money. However, at the core of the brand is on trend clothing, associated with “global influences like social media, street style, and popular culture” (Missguided.co.uk, 2019). Therefore, to fall in line with their strategy, being the ‘hottest’ is the focus of the Missguided brand.

Hottest

image: Baxter-Wright, 2016

THE RETAIL ‘EST’ MODEL Ander and Stern, 2004

Cheapest

BE THE BEST

Biggest choice

Easiest service

Missguided HQ (Baxter-Wright, 2016)