Rosie Higson MISSGUIDED BRAND EXTENSION

A brand extension exploring Missguideds consumer, a full SWOT anaylysis, a pre purchase plan for new product, purchase plan and post purchase promotional techniques.

CONTENTS

who are MISSGUIDED? We are Missguided. We have had a dedication to empowering all since 2009. We started off as a small online etailer founded by our big boss Nitin Passi with a warehouse the size of a front room. Within the first year he reached a staggering £100,000 turnover! Due to Missguideds fast paced success the company has grown into a global phenomenon, equipping all woman across the world with the fashion they need for all aspects of life. Our success has allowed for collaborations with some top celebrities of the era including Gemma Collins, Sofia Ritchie and a number of influential content creators across a variety of social media channels.

We are proud to label our brand as ”rapid” fashion rather than “fast” fashion due to our impeccable turn out of 1000 new styles weekly. Missguideds mission is to continue to empower females with the range that we offer and the attitude and confidence our clothes give, allowing woman to be who they want to be. We are bold and create styles that our ahead of the game allowing for self creation and individuality. Our promise for empowerment has meant we have recently abolished photo retouching so we can show our models true beauty, embracing all body shapes, sizes and marks.

We will continue to grow our brilliant brands global success, bringing the freshest styles on the market and empower all of our Beautiful Boss Babes out there! (Missguided 2020) (See Appendix 1 & 2)

strengths

weaknesses

> Strong social media presence > Strong consumer community #babesofmissguided > Celebrity endorsement / collaboration > Grown into global sucess > Dedication to empowering woman “commited to empowering all (USP) > Launched menswear in 2017 ( MENNACE) > Desings made by ‘in house talent’ > Label themselves as ‘rapid’ fashion rather than ‘fast’ with 1000 new styles launched every week > Source ethically and avoid acts that constitute mordern day salvery.

> Often receive negative interaction & feedback on socials (trolls etc) > High volume of sales, in turn causes high volume of returns > Both stores now shut due to the buesiness’ financial crisis in 2018. > In 2018 Missguided lost 26 million due to neighbour rivals such as boohoo and PLT overshadowing and becoming neglectful to their sucess. > Belong in an overcrowded market making it increasingly difficult to stand out.

> Increase consumer engagment on Tik Tok platform, currently only have 79 followers with a max of 1000 views compared to Instagram 7.1 m following. > Create a follow up TV Series (how they survived the pandemic maybe) Due to first series sucess. > Promote their menswear line further as not known to exist by many.

> Extremly competitve market (online: plt, Boohoo, Misspap + offline New Look) globally. > Other fast fashion brands on same market level collaborate with celebrities, making them blend into the over saturated market. > Took their eye off the ball once and lost 26 million, could happen again? > COVID - 19 could potentially cuase decline in sales due to consumers losing jobs, lowered incomes / less disposable cash. (However to combat this have launched Black Friday promotinal offers across the whole website for the continuation of 2020)

opportunities

threats

the

MISSGUIDED girl

The Missguided consumer is aged between 16-34, their occupation being at the start of their career or students with low incomes resulting in less disposable cash for luxury items. However they have a want for the latest trends and fashion forward aesthetics, so they look to fast fashion brands such as Missguided for their ever changing disposable wardrobes. They are social media savvy and are influenced by ‘Fashion Influencers’ trusting their opinions and following their movements. They are accustomed to the fast nature of Instagram (with 45 million pictures uploaded every day) they are constantly being exposed to trends and visuals and reconstructing their identities to whatever is trending at the time.

#babesofmissguided

student

party girl low income

16-34

international e-tailer 9 different regional sites – USA and Canada, Australia and New Zealand, France, Germany, Ireland, Poland and Spain.

2019 showed UK was most popular with 105 million turnover in comparison to 42.6 million in European countries outside of UK and 40 million from rest of world.

Paired with ASOS, Next, Very. Limited MG stock appears across these websites

geographic segmentation

#babesofmissguided

Lifestyle: student / young woman in early stages of career – library, coffee dates, lectures, nights out, parties, clubs, bars, date nights.

Personality traits : Fun, spontaneous, fashion conscious, enjoy partying.

Values and Attributes: Fashion forward, the latest trends, commitment to their studies, friends, having their own opinions on current affairs, being heard, independence, feelings-focused, wear their hearts on their digital sleeves. (Napoli 20)

psychographic segmentation

MISSGUIDED X TRANSGENDER Our new product concept is to create a Christmas party wear range that is accessible to the male transgender community as well as our female consumer. This emphasizes Missguideds remit of ‘empowering all’. Research has shown there is limited affordable and accessible Transgender clothing and it is yet to be introduced to the fast fashion market.

Missguided have introduced male transgender models into their campaigns recently and to create a range accessible to these models with sizes that cater to an even wider community will only work in favour for Missguideds brand positioning. The range will be wearable for everybody and appropriate for the Christmas party season. We will have full sequin corsets, dresses and trousers. Along with black feather trimmed two pieces and dresses. Fierce heels and wigs to match the fun, sexy and outrageous party pieces that are bound to win best dressed!

material samples

transgender party range

The inital drop will be a party wear range to compliment our amabasdors super glam aesthetic, we will then encoperate transgender sizing into our range across the board offering streetstyle, loungewear and gym clothes into the MISSGUIDED X TRANSGENDER range. Due to the pandemic loungewear will continute to be very popular in the following months with our babes studying from home or on furlough from there graduate / first jobs.

Our babes will buy into our new range wether they are of the transgender community or not, this is becuase we see this range as a positive and holistic movement that as a society we are desperate for due to the current climate (COVID - 19) (see appendix 3). There is also a huge gap in the retail market for a fast fashion transgender stockist, Missguided are forward thinking and we want to be the first to achieve this oppertunity!

new concept

a holistic approach is becoming a key motivator of consumer behaviour, underpinned by convenience, transparency, and value.

Mintel Consumer Trends 2020

pre purchase experience

‘THE VIVENNE’

We need to address 4 different stages of the consumer purchase process as shown in the AIDA model.

ATTENTION: We will grab the consumers attention by creating eye-catching social media campaigns introducing our ground breaking range.

INFORM: We will provide information that shows how our product is inclusive and no fast fashion brand has ever done this before, letting them know they are joining us on our mission for world inclusivity making them feel empowered and also equipping them for the festive party season.

DESIRE: We will use the winner of Ru Paul Drag Race UK as our face of the range and send the range out to ‘reference groups’ (influencers) as our consumer identifies with them and wants what they want, resulting in them purchasing the range.

ACTION: Consumer will head over to our multisensory website page, purchase item and receive a personalized package.

What promotional techniques will we be using?

Our consumers see Missguided promoted across our social channels (see appendix 2) so we are going to follow suit with this collection. After conducting our SWOT analysis and finding our Tik Tok views and interaction is low we are going to promote this campaign across our Instagram, Facebook, Twitter and Tik Tok to maximize exposure.

social media campaign

instagram stories exapmples:

Missguided create empowering campaigns with countdowns to build hype around the range. We will send a small selection of our range to a group of influencers prior to the release to build hype and get consumers counting down for the release. We will also create a # that will be associated with the range and help to build a community.

influencer marketting

INSTAGRAM CAMPAIGN (the campaign will feature across twitter and facebook with snippets on Tik Tok) Promotional Video Production featuring “The Vivviene” (the winner of UK Ru Pauls Drag Race) as she is a high glam, cross dresser that is famous for being beautiful, proud and inspiring. She has appeared on stage many a times so has excellent presence and sass! She will be the main face of the campaign with a variety of different gendered, sizes, skin colors and differing body types behind her. It will be set in a Hollywood Glam mise en scene with light up mirrors, big red curtains and red chaise lounge sofas.

MOLLY MCFARLANE 117K INSTAGRAM FOLLOWERS MUNROE BERGDORF 538K INSTAGRAM FOLLOWERS (FIRST TRANSGENDER MODEL FOR LOREAL UK)

There will also be stills of the promotional video and imagary that will be used across our social channels prior, during and after the range is released to build further hype and keep sales constant.

TIKTOK CAMPAIGN As well as the promotional video used across our other channels we will do styling videos on our Tik Tok to try and increase engagment tagging and reposting ‘The Vivvene’ tik toks to get as much exposure as possible.

BRETMAN ROCK 15.3 M INSTAGRAM FOLLOWERS

#

hashtags #MISSGUIDEDSMISSION #EQUALITYFORCHRISTMAS #MISSGUIDEDFORALL #PARTYWITHMISSGUIDED #WORLDINCLUSIVITY

purchase experience Personalised “Thank You� card to be featured in the consumers Missguided package to make them feel a sense of belonging increasing the likely hood of brand loyalty and future consistent purchase (see appendix 4).

At Missguided we love our #babecommunity we have across our social channels, and with the deilivery of this brand new & holistic range we want our babes to follow us on our misson to world inclusivity. We want to build a community on our channels of all our different consumers styling our range that we can interact with to make them feel apart of our communuty, and use on our site & BABEZINE. We want to make this range exclusive and celeberate the consumer helping us on our #missguidedmission, in their package we will include a personalised card, and sparkly recycable shredded tissue paper to emphasize the celebration of our inclusive range and its mirrors the ranges party season theme. This allows the purhcase expeirence to be more interactive as we target the consumers senses.

Glitter theme on website range section, glitter packaging, high tech exciting social media campaigns and promotional content.

The ASMR of the sparkly packaging, making the package feel fun and exciting.

The party music in our promo video building excitment around the range that can be shared with our consumer.

The luxury quality of our embelished products, the feel of our decortive packaging and personlised card that can be kept as keepsake due to their name being on it.

front

back (stickers)

web layout 1 analysis

filters to take you directtly to sections of the range (wigs, shapewear etc).

thumbnaiks as sneak peek of range.

summary of our range to inform.

standard Missguided layout with added features to build exclusivity around the range.

raining glitter when you first enter Transgender range page to create party theme and a multi sensory experience.

promotional offers banner (delivery, student discount, sales on other areas of website)

holographic / sparkly cursor to further create a multi sensory experience.

web layout 2

post purchase phase 1 - promotional build up across all our social channels with sneak peeks of the range and virtual countdowns. phase 2 - send out range to chosen infuluencers to build hype. phase 3 - drop the range ensuring there is maximum activity across our social channels and our influncers channels to build hype phase 4 - SELL OUT!!! phase 5 - consumer recieves their personlised parcel and are WOWED by our personlised features.

83%

say that they trust and take recomendations off people they know. see appendix 4

phase 6 - our babes post our range across their social channels with the hashtag #missguidedsmission to create a consumer community we can repost. (instagram, tiktok styling videos) phase 7 - new season, new range. BIGGER & BETTER.

#missguidedsmission

1-

5-

2-

3-

4- SELL OUT BABY! 67-

appendicies apendix 1 - INTRO AND SWOT 1 - Missguided began as a solo business founded by Nitin Passi with a 50,000 loan, he used £3000 of the loan to set up the website and £5000 to by stock. In the first year of trading he reached a turnover of 100,000. This allowed for growth within the business and for Passi to be able to employ more people and in turn grow into an international success. (Missguided 2020) 2- MARKET LEVEL, Misguided are at a mass market level supplying quick affordable and disposable fashion to the masses. The a market level exists to provide affordable replicas of the latest catwalk trends which would have featured in most recent fashion weeks. They provide clothing that is inspired by the latest trend forecasts and luxury market but with a reasonable price tag that makes the garments accessible to the masses. Fast fashion brands are known for their ability of quick turn out from seeing the item on a catwalk to then having it in stock within the next two weeks. Their typical consumer would be someone whom has a desire to be stylish and follow the latest trends on a budget that doesn't’t break the bank. (Alicia Amy Jones, 2017) 3- STRENGTHS - Strong social media presence.

7.1 m Followers, with high engagement statistics 485.6k Followers, with high engagement statistics

- Strong community – often engage and reply to comments and tweets, #babesofmissguided hashtag used across Instagram when posting a missguided outfit.

4 - WEAKNESSES - Negative troll feedback across their social platforms.

With the nature of Missguided being an E - Tailer this leaves a lot of post purchase activity to occur out of their control and rather in the consumers control instead.

Social media allows consumers to write reviews and comments that can be seen by everyone and influence future customers. Here are some examples taken from their Instagram account of recent posts, mainly complaining about the lack of good customer service and missing items. They have to be careful as this could create a reputation that consumers will assoicate with their brand and will stop future potential buyers.

- 2018 Finacial Crisis.

Nitin Passi did an interview with Drapers Magazine explaining what happened and ‘Missguideds rescue mission’. The reasons for the crisis vary from lack of control leading problems to spiral and being a part of an over crowded market.

“An industry insider says Missguided took its eye off the ball as a result of “complacency and overconfidence”: “It was wasting time and money on retail stores while Boohoo [Group was] plotting to steal its market with [its brand] PrettyLittleThing.”

The main “killer” of the brand was poor control of product: “We operate in fast fashion: we have to turn our stock in six weeks. We weren’t clearing stock as quickly as we should have, and as a result our customer was seeing poor stock online or we were regurgitating old stock in order to clear it.”

To bring Missguided back on top a reduancy programme was put in place decreasing the team by 70, as it stands they now have 350 employees working at the Manchester HQ, Nitin also employed former CEO of South African retailer Pep & Co to help him build a slimmed down board with the most efficiant role appointing techniques to avoid wasting any more money. Nitin admits that in the past he was guilty of quicky appointing someone to a problem rather than working with what they already had in an efficent way.

They also stripped back their marketting and it was cut by 30%. This was one of their most drastic measures as they were known for their flamboyant promotinal stunts, they relied soley on digtial as this was the quickest way to reinvest. The only other campaign they were apart of was Love Island as Nittin saw this as key culrtual moment that would spark conversation about the brand. (Brown, 19)

appendicies apendix 2- CONSUMER SEGMENTATION Missguided have 4 million shoppers, 17 million visits a month, 72% of which comes from mobile. They have 1.9 million Instagram followers, 400K Twitter followers, 1m Facebook followers and are located in 160 countries (Missguided, 2020).

Small concessions in selfridges & limited retail on other e-tailer websites such as ASOS, VERY, Next.

Missguided refer to their customers as ‘babes’ (#babesofmissguided being a hashtag they use across their social media platforms) stating that ‘babe power’ is at the heart of their brand. Their customers are young woman that are an inspiring new generation that are ready to achieve whatever they desire overcoming whatever challenges they may face. Misguided babes are dreamers, believers and doers and are woman from all shades of life and creative expression.

(Missguided, 2020) The Missguided consumer is aged between 16-34, their occupation being at the start of their career or students with low incomes resulting in less disposable cash for luxury items. However they have a want for the latest trends and fashion forward aesthetics, so they look to fast fashion brands such as Missguided for their ever changing disposable wardrobes. They are social media savvy and are influenced by ‘Fashion Influencers’ trusting their opinions and following their movements and trends. They are accustomed to the fast nature of Instagram (with 45 million pictures uploaded every day) they are constantly reconstructing their identities, this idea of being on a ‘never ending quest for fulfillment’.

Due to Missguideds consumer online habits, they have made sure that they have a wide online presence across a variety of social media channels, Facebook, Twitter, Instagram, and TikTo k. They also have an e – zine called ‘BABEZINE’ which has a student section with articles titled ‘Drinking games for your house mates’ ‘The student guide to washing your clothes with Daz” with student promotional codes available to utilize too. The consumer dresses street style / casual by day and glam by night.

Figure 2 – Demographic Segmentation Age Group : 16 – 34 year olds – use words such as ‘hun, babe, sick’ terminology that is widely used amongst this age bracket Gender: Predominately female but do have menswear range Family size: Young single female / in relationship Occupation: Student / Work part time Income: Low price range £5 - £80

Figure 3 - Geographic Segmenation Countries: (E-TAILER) However have some concessions around the UK. Deliver to over 150 countries.

8 Different regional sites – Aus and Nz selling weather and season appropriate stock. USA and Canada, Australia and New Zealand, France, Germany, Ireland, Poland and Spain, plus a pan-European site (2019 showed UK was most popular with 105 million turnover in comparison to 42.6 million in European countries outside of UK and 40 million from rest of world) Paired with ASOS, Next, Very. Limited MG stock appears across these websites

Figure 4 - Psychographic Segfmentation Lifestyle: student / young woman in early stages of career – library, coffee dates, lectures, nights out, parties, clubs, bars, date nights.

Personality traits : Fun, Spontaneous, Fashion conscious, enjoy partying.

Values and Attributes: Fashion forward, the latest trends, commitment to their studies, friends, having their own opinions on current affairs, being heard, independence.

appendicies apendix 2- CONSUMER SEGMENTATION RESEARCH I conducted some primary research on my social media account to gather some data ro suppourt my segmenation research, it showed...

Age bracket = 15-25

89% shop at Missguided, how can we attract that remaining 11%?

The survey showed me that most of our consumers shop for partywear and dresses being close second, therefore my range will be party wear with a focus on dresses.

It also showed me that most people see MISSGUIDED promotional content across social media channels and TV. My campaign will be social media focused with a smaller campaign featuring on TV, if budgets allow. This is to maximise exposure to the small percent of viewers that do still claim to see our advertising on TV. Spending habbits of the Missguided consumer range from £25-£100, £25£50 being the most popular bracket.

Our consumer cant remember the last time they shopped with us so we need to work on making them a more regular shopper with post purchase techniques to keep them loyal.

appendicies apendix 3 - PRODUCT CONCEPT My idea is to introduce trans clothing into a new market. Trans inclusive ranges have been dismissed as they are seen as too niche to bring into a fast fashion / mainstream brands (Oh, 19). However at Missguided they have already introduced trans models into campaigns in garments that they sell already. To actually label the range as “transgender” it will appeal to the community directly. Many of Missguideds babes shop at missguided for their inclusive morals and this is something they will want to be apart of wether they are apart of the Trans community or not.

Consumers are reaching out for a hollistic experience in todays climate, from packaging to the product itself. Our product is hollistic in the sense that it is available to everyone, to all communities, it reitrates Missguideds tag line of “empowering all” and it brings together a community which consumers want to be apart of. This in turn creates regular sales for Missguided as consumers buy into our community and its values.

apendix 4 - PRE PURCHASE Stories that inspired my story designs for the campaign.

Missguided are renound for stand out, flamboyant promotional campaigns with glitzy events and Missguided wrapped Bentlys too house parties with the eighty five year old internet sensation Baddie Winkle.

I want to follow suit with my campaign by using Ru Pauls Drag Race winner The Vivvenne as the star of our campaign in a hollywood setting to emphasize this all glam range.

appendicies apendix 4 - PURCHASE & POST PURCHASE

By Missguided offering a personlised experience when recieving their packages our consumer will feel a sense of belonginess and a part of a community (Missguideds community). This will fullfill their psychological needs, based on Maslows heiarchy of needs, helping on their quest to self acctulization.

After the consumption experience it is important to ensure that the emotions and senstaions the consumer feels when purchasing and consuming the product become encoded as a mental representation (a memory). Due to our consumers digital and social savvy native we need to create a Missguided community a consumer wants to be apart of and show our values through brand awareness.

74% demogrpahic.

of millenials will switch brands if they are not satisfied --> this number reaches

83%

86%

of Gen Z, which is our main

say that they trust and take recomendations off people they know. (smart insights, 2020)

refrences 2020. [online] Available at: <https://craft.co/missguided/competitors> [Accessed 1 November 2020].

2020. Sequin Mesh Wide-Leg Trousers. [online] Available at: <https://www.matchesfashion.com/us/products/1232011?country=USA> [Accessed 20 November 2020]. [image]. babeZine: The Missguided Blog | Outfit Ideas, Trends & More. 2020. Babezine: The Missguided Blog | Outfit Ideas, Trends & More. [online] Available at: <https://www.missguided.co.uk/babezine/> [Accessed 25 November 2020]. [image].

Brown, H. and Brown, H., 2019. The Missguided Rescue Mission. [online] Drapers. Available at: <https://www.drapersonline.com/people/the-drapersinterview/the-missguided-rescue-mission> [Accessed 30 October 2020].

Charm, T., Dhar, R., Haas, S., Liu, J., Novemsky, N. and Teichner, W., 2020. Understanding And Shaping Consumer Behavior In The Next Normal. [online] Mckinsey & Company. Available at: <https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/understanding-andshaping-consumer-behavior-in-the-next-normal#> [Accessed 27 November 2020].

Clients-mintel-com.mmu.idm.oclc.org. 2020. Consumer Trends 2030. [online] Available at: <https://clients-mintel-com.mmu.idm.oclc.org> [Accessed 27 November 2020].

GmbH, f., 2017. Sales At Online Millennial Fashion Retailer Missguided Jumped 75% Last Year. [online] markets.businessinsider.com. Available at: <https://markets.businessinsider.com/news/stocks/missguideds-2017-accounts-sales-up-75-swings-to-a-loss-2017-12-1011672936> [Accessed 12 November 2020].

Goldfingle, G., Shepard, R., Shepard, R., Bowden, G., Carr, L., Carr, L., Carr, L., Waller-Davies, B., Smith, P., Waller-Davies, B. and Carr, L., 2020. Missguided: Latest News, Analysis And Trading Updates. [online] Retail Week. Available at: <https://www.retail-week.com/companies/ missguided?authent=1> [Accessed 7 November 2020].

Holman, L., 2018. Missguided Social Media Marketing Strategy Gave Everyone A Lesson | Adtrak | Adtrak. [online] Adtrak. Available at: <https://www. adtrak.co.uk/blog/missguided-social-media-marketing> [Accessed 26 November 2020].

Impulse Point of Purchase Ltd. 2018. Missguided Why It Works - A View Of An Exciting New Brand. [online] Available at: <https://impulsepop.co.uk/

missguided-why-it-works/> [Accessed 4 November 2020].

Instagram, 2020. [image] Available at: <https://www.instagram.com/missguided/> [Accessed 29 October 2020].

Instagram, 2020. [image] Available at: <https://www.instagram.com/thevivienne_/?hl=en> [Accessed 16 November 2020].

Jones, A., 2017. THE MARKET LEVELS OF FASHION | Alicia Amy Jones. [online] Alicia Amy Jones. Available at: <https://aliciaamyjones.co.uk/themarket-levels-of-fashion> [Accessed 17 November 2020].

Mcleoud, S., 2020. Maslows Hierarchy Of Needs. [online] Simplypsychology.org. Available at: <https://www.simplypsychology.org/maslow.html> [Accessed 16 December 2020].

Missguided, 2020. Maya, Joanne, Beth, Mariana, Polly And Isabella Pose Together For The #Inyourownskin Campaign. (Missguided). [image].

Missguided, n.d. Girls Girls Girls Campaign. [image] Available at: <https://www.missguided.co.uk/babezine/fashion/girls-girls-girls-campaign> [Accessed 28 November 2020]. [image].

Missguided.co.uk. 2020. [online] Available at: <https://www.missguided.co.uk/babezine/our-world/nitin-passi-speaks-to-drapers> [Accessed 30 October 2020].

Missguided.co.uk. 2020. About Missguided - Forward Thinking Online Fashion. [online] Available at: <https://www.missguided.co.uk/about> [Accessed 28 October 2020]. n.d. China Cup Open Corset. [image] Available at: <https://www.alibaba.com/product-detail/Black-outerwear-women-mature-fashioncupless_60830844771.html?spm=a2700.pc_countrysearch.main07.8.4a69206fIWwM3B> [Accessed 20 November 2020]. [image]. n.d. Money Dollar Sticker For Missguided. [image] Available at: <https://www.pinclipart.com/pindetail/owwTxR_money-dollar-sticker-bymissguided-for-ios-android/> [Accessed 29 November 2020]. [image].

Napoli, C., 2020. Gen Z: Emotions In 2020. [online] WGSN. Available at: <https://www.wgsn.com/insight/p/article/88679?lang=en&_fsi=smz1me03> [Accessed 18 November 2020].

Nicholson, B., 2018. How Missguided Won At E-Commerce Marketing. [online] Newswhip. Available at: <https://www.newswhip.com/2018/08/

refrences missguided-innovated-ecommerce-marketing/> [Accessed 18 November 2020].

Oh, R., 2019. How Entrepreneurs Are Designing A Trans-Inclusive Future Through Clothing. [online] PBS NewsHour. Available at: <https://www.pbs. org/newshour/nation/how-entrepreneurs-are-designing-a-trans-inclusive-future-through-clothing> [Accessed 23 November 2020].

Segran, E., 2020. Ikea Redesigned How Your Home Looks. Now Itâ&#x20AC;&#x2122;S Reimagining How It Smells. [online] Fast Company. Available at: <https:// www.fastcompany.com/90564275/ikea-redesigned-how-your-home-looks-now-it-wants-to-rethink-how-it-smells?partner=feedburner&utm_ source=feedburner&utm_medium=feed&utm_campaign=feedburner+fastcompany&utm_content=feedburner&cid=eem524:524:s00:10/15/2020_ fc&utm_source=newsletter&utm_medium=Compass&utm_campaign=eem524:524:s00:10/15/2020_fc> [Accessed 8 January 2021].

Sneyd, A., 2018. Missguided: The E-Retailer Dominating The Millennial Market. [online] Medium. Available at: <https://medium.com/digital-society/ missguided-the-e-retailer-dominating-the-millennial-market-4cb7f4d6e44f> [Accessed 15 November 2020].

Statista. 2019. Missguided Limited: Turnover By Region 2019 | Statista. [online] Available at: <https://www.statista.com/statistics/883880/turnover-byregion-missguided-limited/> [Accessed 5 November 2020].

Wood, Z., 2016. Young, Quick And Very Hip: Missguided And Prettylittlething Hit The Big Time. [online] the Guardian. Available at: <https://www. theguardian.com/business/2016/dec/17/missguided-pretty-little-thing-hit-big-time-fast-fashion-generation-z> [Accessed 14 November 2020].