The Consumer

The targeted demographic for the Missguided X Hideout range is women aged 18-26, focusing on Generation Z and Millennials. Author, Virginia Grose (2011:23) states how the customer “is at the centre of all design developments and, simply put, the fashion business is the creation, interpretation and development of ideas to suit customers’ needs.” Whilst developing the swimwear, future trends remained the focus, taking into account shape, style and design suited to young women. Last year, Mintel (Sender, 2019) estimated the breakdown of consumer spending on clothing and accessories, revealing 49% of spending was on womenswear. In a saturated market where innovation is imperative, pursuing a womenswear range appeals to market demand and therefore, attracts a wider audience.

Further, the range attracts specific ages; Generation Z and Millennials. Generation Z are those born from 1997- 2012, with Millennials born from 1981-1996 (Dimock, 2019). These consumers have a specific approach to shopping; they like to discover things online by browsing Instagram or Pinterest, inspired through online mediums (Posner, 2015:115). With Missguided’s strong online presence, their trend-driven garments and accessories are designed for digitally native Millennial and Gen Z customers, making them an appropriate brand for the range’s demographic (Maguire, 2019).

Missguided X Playboy AW18 (Pechy, 2018)