1
contents: Introduction
3
An Introduction to Missguided
3
Current Performance
4
Market Positioning
5
Customer Profile
6
Store Evaluation
7
Product Offer
11
Website
13
Conclusion
15
References
17
2
Introduction This report will analyse Missguided as a UK fashion retail business. With sections covering their current performance, market positioning and customer profile. It will also evaluate, using financial and market reports, their strength and composition of a
March 2009 •Nitin Passi founded Missguided November 2009 •Turnover hits £100,000
competitive offer in terms of products, services and branding both in store and online.
January 2011 •Named 'Best New Etailer' Drapers Etail Awards October 2013
(Source: Missguided)
An Introduction to Missguided Missguided is a mass-mid market sector, fashion retail brand, that targets the 16-24 age group (GlobalData, 2017). Founder, Nitin Passi set up the private company; primarily as an etailer in 2009 with a £50,000 loan. “The website went live on March 4, 2009. In November that year, we hit £100,000 turnover” (Passi, 2015). In August 2012, the business employed its first in-house design team to develop product for Autumn 2012. They have since launched a variety of ranges, starting with plus (Missguided+) in November 2014, followed by category extensions including tall, petite, its first lingerie and nightwear collection and a premium subbrand called Peace & Love in August 2015. They also tapped into the growing trend of activewear by developing their own collection for Spring 2015 (Hounslea, 2016).
•International expansion - sites in Australia & US April 2015 •Opened first concession in US June 2015 •First UK concession Selfridges in Manchester April 2016 •Named 'Best Pureplay Etailer' Drapers Digital Awards •Launches Spanish concessions November 2016 •Opens debut store at Westfield Stratford City
Missguided began its expansion to brick and mortar stores with its first concession in US retailer, Nordstrom. Closely followed in June
November 2016
2015 by its first UK concession, housed in Selfridges, Manchester
•Confirms launch of new menswear label
Trafford Centre. Their flagship store based in Westfield, Stratford City opened November 2016 (Misiri, 2016). They now deliver to 150 countries, have local sites in 8 countries, physical locations in both the UK and the US and are available to purchase from other pureplays such as ASOS and Zalando.
May 2017 •Debut fragrance sells out in 3 hours •Business reveals revenue increased by 75% to £206m (Source: Drapers, 2016)
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Current Performance The growth of online sales “is expected to slow from 11.4 percent per annum between 2012 and 2016 to 4.8 percent by 2022” (Adegeest, 2017). Mintel (2017) explain, “Pureplays such as ASOS, Boohoo and Missguided are seeing rising sales at a time when other clothing retailers are struggling.” To have this competitive edge is positive for Missguided as they are still predominantly an online retailer to the majority of their customers who don’t live near the stores in the south of England. But also as growth slows, they have reacted with the additional channel of store sales. Considering the fast fashion “market grew by 21% over the past three years” (Sutherland, 2017) for Missguided to have reported a huge 75% rise of their own sales to £206m in the year to March 2017 (Waller-Davies, 2017); they are doing incredibly well. Their profits, which they have not declared are expected to have taken a hit from the cost of recent expansion within the business; such as their new brick and mortar stores and head office. They are not alone in their success, with competitor Boohoo “on track to hit turnover of £1bn by 2020” (Sutherland, 2017). GlobalData’s Charlotte Pearce (2017) advises that “established players could feel the impact as the combination of smaller competitors and newcomers from overseas starts to bite.” With new etailers such as Want That Trend already reporting to have reached “£7m in sales before the end of its first year” (Sutherland, 2017). Below is a table illustrating Missguided’s accounts dating back to year ending 2015. Unit
2016
2015
Turnover
£’000s
117,217
87,195
EBITDA before exceptional items
£’000s
2,561
5,537
Gross profit
% of sales
55.5
59.7
Operating profit before exceptional items
% of sales
1.0
5.6
EBITDA before exceptional items
% of sales
2.2
6.4
(Source: Companies House, year ended 27 March 2016)
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Market Positioning Missguided are positioned in the mass-mid market. The market sector has allowed them opportunities such as extending ranges and creating collaborations. Despite having a target customer age range of 16-24 year olds; they offer products that are desirable to a large range of consumers regardless of income or interest. They are pushing their brand to as many consumers as possible through physical store locations (in high footfall areas such as shopping malls), a large online presence (not only through their website but various social media websites such as twitter and Instagram), and endorsement via a diverse age range of celebrity influencers, from Alexis Ren (21) and Jourdan Dunn (27), to Helen Ruth Elam Van Winkle (89, AKA Baddie Winkle). These influencers, regardless of age, have high followings on social media such as Instagram. Which supports their target market age, as the app is predominantly used by 15-24 year olds (Statista, 2017). However, this doesn’t rule out reaching other potential customers, with the 25+ age range increasing their share of Instagram users by an average of 2.65% every quarter since 2015.
Age distribution of Instagram users in Great Britain (GB) from February 2015 to May 2017 60% 50% 40% 30% 20% 10% 0%
15-24
25-34
35-44
45-54
55+
(Source: Authors own, data used – Statista, 2017, p22) Competitors Missguided has impressively differentiated itself from its competitors within the fast fashion industry, through branding it “uses terms like “sick” and “fire” alongside expletives and puns that speak to a very specific Snapchatting age-group” (Wood, 2016). Its closest competitors include: Pretty Little Thing (recently acquired by another competitor, Boohoo), River Island and Miss Selfridge. GlobalData (2017) explains that Missguided’s product range is “extensive and rivals online pureplays ASOS and boohoo.com as well as the likes of traditional high street retailers H&M, Miss Selfridge and River Island.”
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Market Positioning Map
Aspiration
Price
(Source: Authors own, 2017)
(Source: Edited, 2017) Lowest
Highest
Above, is a market positioning map, based around the average prices (Edited, 2017) of competitor’s products and their aspirations in terms of fashionability. Regarding price, Missguided is in the middle of the UK womenswear market when compared to its close competitors. This is an advantage as it will not be perceived as ‘value’ in comparison to a retailer such as New Look and has a premium sub-brand (Peace + Love) for those who want a little more luxury. Yet its exit price points are more affordable at £250 for a maxi fur coat, and therefore more appealing to a wider range of customers, compared to brands like Asos and Topshop where their premium sub-brand Unique has a ceiling price of £1500. Missguided also retains a competitive edge with its communication to the customer “A lot of retailers were playing it quite safe so we decided to be a bit more real in the way we spoke to our customers,” (Passi, 2016).
Customer Profile Missguided has a comparable customer profile to its competitors Miss Selfridge, Pretty Little Thing and River Island. “These brands are for Generation Z.” (Wood, 2016). With 75% of Missguided’s target customer consisting of Generation Z. “They expect businesses, brands and retailers to be loyal to them. If they don’t feel appreciated, they’re going to move on” (Beall, 2017). The retailer has clearly understood this and created an experience, making the customer feel empowered with the ‘#babesofmissguided’ shared across their platforms.
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Store Evaluation Although Missguided have had their own stores for just a year, they have been expanding into brick and mortar in the UK since June 2015. It was a good move for the business - consequently allowing them to operate a click and mortar model. In an article on WGSN, they state that “New research from Colliers International shows that by 2021, the growth rate of e-tail sales will slow from the current 11% to 7% and physical expansion will be one way of continuing to grow.” (Halliday, 2017). WGSN describe Missguided’s expansion to physical stores as “Showrooming”. Meaning that customers will go in store to inspect the products and then proceed to buy them online, sometimes at a cheaper price. However, this (Source: GlobalData, 2017)
form of consumer behaviour is well managed by Missguided with signs in their stores encouraging that if a customer were to find
one of their products cheaper on the app, they can price match it at a till. Thus, encouraging and promoting their app, furthering the integration of channels and enabling them to develop seamlessly from a pureplay to an omnichannel retailer.
Westfield Stratford City At the Westfield location, in particular, emphasis is on the wide opening into the store. It allows for music played within to travel out to passers-by, enticing customers inside. The logo is dominant and eye-catching, filling the entire entrance. There are two small windows either side, framed by two ‘millennial pink’ pillars. The symmetry of the front of the store is very aesthetically pleasing with a lift placed in the middle and two escalators either side.
(Source: Authors own, 2017)
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The OTT visual merchandising and digital screens would also grab the customers attention. For example, there is an excess of mannequins – firstly in the windows with a total of 7 and then a further 5 behind each, complementing the digital screens and lightboxes, either side by the walls. Furthermore, the interactive focal piece at the centre front of the store, uses another 6 mannequins; surrounding a large, plush velvet, pineapple chair that customers are encouraged by both staff and signage to sit in, take selfies and share online.
(Source: Authors own, 2017) Missguided’s outlandish and exciting interior has won them various awards including Gold at the 2017 Retail Design Institute Awards (Dalziel & Pow, 2017), both the Retail Interior of the Year and the Monaghans Best Mall Store Award at the 2017 Retail Week Interiors Awards (Retail Week, 2017) and the 2017 Drapers Award for Best Store Design under 2,000 square metres (Man, 2017). Dalziel & Pow (2016), the creative agency who were tasked with designing the concept for Missguided’s first flagship store, describe the brand as “fearless, fun and self-expressive.” The store delivers live content that, along with products and displays, much like its website, is constantly changing every 2 days (member of staff, 2017) to offer a retail experience consistent from online to offline. The link to Missguided’s online presence is evident, not only through digital screens but also, through signage and props throughout the store. Evolving social media into a “live, physical experience, making [the customers] feel part of an exciting community” (Dalziel & Pow, 2016). The phrase “Babes of Missguided,” again mirroring their online identity, is constantly used; extending their commitment to branding and making the customer feel like part of an exclusive group by devoting their loyalty to these “babes,” in other words, their customers.
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In Westfield, Bershka, the young targeted Intidex brand, is to the left of Missguided, with Adidas opposite and a trio of Arcadia retailers including Miss Selfridge to the right of that. Missguided is situated at one end of the centre, making it feel like a destination. The feeling of a destination is replicated in store too, with a circular theme for their seasonal stories at the centre of the ground floor and the ‘shoeniverse’ on the first floor. (Source: Dalziel & Pow, 2017) The POS fixtures are on different heights and levels, varied with some open and not fixed to the wall. They are in a rose gold, which is more expensive but adds to the experience of the store. There is no maximum amount per rail, just enough to make the store look full but not overcrowded. The products are merchandised to present outfit ideas to customers, with two options per arm e.g. a top and trousers, but are also hung in brothers and sisters (the same item in different colours), (Member of staff, 2017).
(Source: Authors own, 2017) Bluewater, Kent The Bluewater store is essentially an extension of the flagship. It has many of the same features circular theme, extensive visual merchandising and ad campaigns evident throughout. It is even more open, with two illuminated logos, no windows, turning the (Source: Dalziel & Pow, 2017)
wide entrance into one giant display. There is a kaleidoscope
effect with mirrors at the entrance, reflecting the digital screens and their content, fully immersing the customer in the store. It is again positioned near Miss Selfridge, has River Island directly above it with Topshop not far. Their most recent campaign ‘Keep on Being You,’ an extension of ‘#babesofmissguided’ is advertised throughout both stores as well as it being seen on social media and even
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underground posters. It is also evident in store what promotions are being offered, in particular 20% student discount year-round which is very suitable for the target consumer.
(Source: Authors own, 2017) The majority of shoppers in both stores were parents and grandparents presumably due to it being near Christmas, buying for their children/grandchildren of the target age range. However, a member of staff (2017) did mention that “20% of customers are over 30s looking for outerwear and jumpers” and the rest are generally repeat customers of the target market. Despite the store’s award-winning interiors, GlobalData (2017) described some as “borderline inappropriate for younger shoppers”. One sign reading ‘send me nudes x’ was petitioned to be taken down (Horton, 2017), while the ‘get naked’ sign by the fitting rooms, remains. (Source: Authors own, 2017)
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11/12/2017, 11(52
EDITED
University of West
Product Offer
ter | oUlZ3/nF1ik8VbGnXT4wob9fTn0=@wmin.ac.uk
Market Analytics: missguided (unsaved) Analysis: Options
“The company's products include clothing such as dresses, tops, bodysuits, skirts, trousers, RETAILERS coats & jackets, knitwear, denim, jeans, shorts, swimwear & beachwear, jumpsuits, playsuits, Missguided (UK) lingerie, petite clothing, tall clothing, nightwear, loungewear, blazers, leggings and casual DATE AND TIMELINE wear; shoes such as high heels, sandals, flat shoes, boots, trainers and slippers; and In stock: Past month accessories such as handbags, sunglasses, jewellery, watches, belts, Group By bra accessories Split On Price point& interval every Retailer (R)
None
£20
shapewear, phone cases, gifts, beauty, tights & socks, and hats, scarves & gloves.” (Fame, no date).
Missguided
Missguided Petite
Products 21,093
845
Missguided Tall
469
Peace + Love
252
Carli Bybel X Missguided
120
Missguided Active
68
Missguided Plus Size
57
Missguided X Galore
2
ABAD x Missguided
Per Retailer (R
! Printing current chart view. Scroll left or right to show the chart area
Brands (10) Brand
Set chart scale
2
Price points GBP
Missguided (UK) (R) 22,910
£0-20 12,458
54.4%
£20-40 8,225
35.9%
£40-60 1,711
7.5%
£60-80 356
1.6%
£80-100 77
0.3%
£100-120 16
0.1%
£120-140 28
0.1%
£140-160 19
0.1%
£160-180 0 £180-200 12
0.1%
£200-220 6
0.0%
£220-240 0
alexis ren x Missguided
2
(Source: Edited, 2017)
r University of Westminster. Commercial in confidence. DO NOT DUPLICATE. Copyright
£240-260 2
0.0%
(Source: Edited, 2017) Printed by oUlZ3/nF1ik8VbGnXT4wob9fTn0=@wmin.ac.uk
2017 EDITED. The tables above represent Missguided’s product offer and pricing (online, in stock in the last
month) in the UK. The breakdown of products shows that the majority is from their own label, core line – Missguided. They then have their ranges such as petite with a total of 845 products, tall with 469 tall products and their plus size range with 57. It would indicate that the demand for their plus size range, since introducing it in 2014, has dropped. This is evident through the vast volume of petite products, and small amount of plus. Furthermore, this can
be seen in store, with no plus size products on display, yet a whole section of each store https://app.edited.com/#market/dashboard/96102/153039?r dedicated to petite. GlobalData (2017) describes that “the retailer’s dedication of space to the petite section instore signals the brand’s popularity among tweens and teens,” also
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noting that “its petite section is much larger than comparable stores in Bluewater such as Topshop, creating destination appeal for this shopper.” The table does not have dedicated sections relating to some of the recent collaborations and collections that Missguided have released, for example Jourdan Dunns second exclusive ‘Londunn’ collection. Also, not seen in stores, but available to find on the website, it would be assumed that the figures are included in Missguided’s
main
range.
Secondly,
they
released Barbie x Missguided, which again doesn’t show in the table. Yet appears to have a dedicated page on the website and was additionally, merchandised as a story in both the stores, alongside Missguided x Carli Bybel. (Source: Missguided, 2017)
EDITED
11/12/201
University of Westminster | oUlZ3/nF1ik8VbGnXT4wob9fTn0=@wmin.ac.uk
Market Analytics: missguided (unsaved) Analysis: Assortment RETAILERS
Missguided (UK) DATE AND TIMELINE
In stock: Past month Group By
Split On
View
Show numbers as
Retailer (R)
None
Charts
Percentages
(Source: Authors own, 2017)
Missguided (UK) (R) 22,910 products
Assortment In the stores, the product offer was slightly more evenly distributed than on
Dresses
29.2%
Tops
20.2%
the website with dresses and tops making
Bottoms
15.3%
up 49.4% of the category mix (in stock in
All-in-ones
12.6%
the last month) in the UK. There was a
Footwear
5.5%
Outerwear
5.2%
Accessories
4.8%
basics section, lingerie, nightwear, shoes and accessories, partywear, seasonal knits
Swim
3.8%
and outerwear, denim and sale. Then
Underwear
1.9%
products merchandised by colour story
Nightwear
0.8%
such as red, teamed with accents of black
Suits-sets
0.3%
Hosiery
0.3%
and cream, at the other side of the shop
(Source: Edited, 2017)
are pastels (with purple, nude, cream, blue and pink) ensuring the two don’t clash.
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Website As Missguided began as an etailer, its website is very strong. It connects with customers via multiple platforms, social media, an app, and they also feature their own blog.
The website is easy to navigate with a drop-down menu, options listed include a home and account button, followed by products categorised by clothing, shoes and accessories, with dresses having its own option as it is so large. There are other categories e.g. new in (which is replicated in store), sale, shop by trend or occasion. Quick links to current collaborations and selections of products such as the babes of misguided edit. Finally, links to curve, petite tall and their newest department, beauty.
(Source: Missguided, 2017)
(Source: Authors own, 2017) 13
Services They offer free standard delivery on orders with a minimum spend of £30. Yet, fail to offer free Click & Collect, which may negatively affect their online sales as their brick and mortar stores grow. Nevertheless, they recently developed ‘Unicorn Class Premier Delivery’ (unlimited free next day delivery) at an ‘introductory price’ of £5.99 per year. They constantly have different promotions on, these are always advertised at the top of the page. However, the student discount is inconsistent across channels – 10% online and 20% in store, likely a purposeful tactic to grow in-store sales.
(Source: Missguided, 2017) Missguided also give customers the option to shop from images on Instagram, either from Missguided’s own account or the #babesofmissguided. This reinforces the omnichannel platform in which they aim to provide services on as the branding and feel of the channels are uniformly presented.
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Conclusion Weaknesses
Strengths - Good branding - uniformity across channels and platforms -Successful in new markets (fragrance/beauty) - Great at understanding target age range's demand for loyalty from brands (delivered with #babesofmissguided and 'Keep on Being You'
- Utilisation of tech in stores - Click & Collect cost - Adventurous Visual Merchandising has caused complaints of being inappropriate for the young audience targetted
Threats
Opportunities - Growth of menswear market, opportunity to capitalise on new 'brother label' - Develop in-store tech for customer convenience - Use profit from sales growth to open more stores, developing their click and mortar model
- Market saturation, new start-ups using strategies such as Missguided's successful business model and building on it - Online sales growth forecasted to slow down in next 5 years - Fast growing menswear market appealing to other businesses (e.g. Boohoo Man)
(Source: Authors own, 2017) Missguided have topped the ultrafast and fast fashion players in the UK fashion retail market, in terms of their brand identity and uniformity across developing channels of selling. As well in lead times (Hendriksz, 2017). “Missguided leads the way with its youthful messaging, but others are hot on its heels, and the battle to differentiate brand identity and stand out from the growing crowd appears to be getting tougher.” (Brown, 2017). They have successfully moved into new markets via launching beauty and fragrance products with their debut perfume reported to be “outselling Dior and Paco Rabanne” (Hall, 2017). With sales growth of 75% this year and plans for further bricks and mortar expansion. Missguided are proving to be incredibly successful. In terms of their current physical stores, they could improve by incorporating more tech into the stores rather than just the digital displays. For example, staff carrying devices; as seen at competitors such as Topshop. So that a customer can order a product they can’t find in store and have it sent to their home with free next day delivery. This and free click and collect to store would enhance and push their omnichannel model of service. They could even consider merging the option to buy from Instagram into the stores somehow for an utterly seamless experience.
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With the menswear market “predicted to outperform womenswear by 2020” (Stocker, 2017). Missguided’s CEO & Founder Nitin Passi’s move to launch a ‘brother label’ – Mennace, is a well calculated one. Nevertheless, for it to become as successful as Missguided, the business should follow the strong, relatable, memorable branding strategies that Missguided is founded upon. With connection to the target market and fluidity between platforms and channels being at the forefront of development. It will have to be different to the girl power ethos of Missguided, but equally develop a unique identity to be adopted by its consumer. Finally, with the ongoing development from pureplay to multiple channel retailing, Missguided should shield their profits and plan ahead rather than pushing to much too fast, as even though their sales have increased dramatically, their profits would take a deep hit from too much investment too soon.
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References Adegeest, DA. (2017). Why online retailers are heading to the high street. Fashion United, 30 April. Available from https://fashionunited.uk/news/retail/why-online-retailers-areheading-to-the-high-street/2017043024335 [Accessed 10/12/2017] Beall, G. (2017). 8 Key Differences between Gen Z and Millennials. Huffington Post, 6 November. Available from https://www.huffingtonpost.com/george-beall/8-keydifferences-between_b_12814200.html [Accessed 11/12/2017] Brown, H. (2017). Hit or Miss: online retailers autumn 17. Drapers, 24 October. Available from https://www.drapersonline.com/hit-or-miss-online-retailers-autumn-17/7026879.article [Accessed 10/12/2017] Companies House Missguided Accounts (Page 4 – Current Performance) Dalziel & Pow. (2016). Missguided’s jaw-to-the-floor retail debut. Dalziel & Pow. Available from http://www.dalziel-pow.com/news/missguideds-jaw-to-the-floor-retail-debut/ [Accessed 11/12/2017] Dalziel & Pow. (2017). Bluewater storefront [image]. Available from http://www.dalzielpow.com/projects/missguidedirl/ [Accessed 11/12/2017] Dalziel & Pow. (2017). Missguided and M&P win at the Retail Design Institute Awards! Dalziel &Pow. Available from http://www.dalziel-pow.com/news/mamas-papas-missguided-wingold-retail-design-institute-awards/ [Accessed 11/12/2017] Dalziel & Pow. (2017). Shoeniverse [image]. Available from http://www.dalzielpow.com/opinion/retail-redefined-david-dalziel/ [Accessed 11/12/2017] Edited. (2017). Missguided Brands and Sub Brands [table]. Available from https://app.edited.com/#market/dashboard/96102/153039?retailers=missguided&dates_in _stock=month&view=analysis&analysis_view=whoWhere [Accessed 11/12/2017] Edited. (2017). Missguided Price Architecture [table]. Available from https://app.edited.com/#market/dashboard/96102/153039?retailers=missguided&dates_in _stock=month&view=analysis&analysis_view=options [Accessed 11/12/2017] Edited. (2017). Missguided’s and competitors’ average prices [table]. Available from https://app.edited.com/#market/dashboard/96102/153039?retailers=missguided%7Chm%7 Criverisland%7Cboohoo%7Ctopshop%7Cmissselfridge%7Casos%7Cprettylittlethinguk%7Cnewlook&gender=women&dates_in_stock=month&market=UK&view=analysis&analy sis_view=priceIndex [Accessed 05/12/2017]
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Edited. (2017). Product Assortment [Pie Chart]. Available from https://app.edited.com/#market/dashboard/96102/153039?retailers=missguided&dates_in _stock=month&view=analysis&analysis_view=assortment [Accessed 11/11/2017] Fame. (no date). Missguided LTD: Full Overview. Fame. Available from https://fame.bvdinfo.com/version20171127/Report.serv?_CID=241&context=3K0FER1O9Q3KCNI [Accessed 28/11/2017] GlobalData. (2017). In store sign [image]. Available from https://consumer.globaldata.com/Analysis/details/uk-out-about---june-2017 [Accessed 03/12/2017] GlobalData. (2017). UK Out & About Store Review Series June 2017: Missguided, Bluewater. London: GlobalData Retail. Available from https://consumer.globaldata.com/Analysis/details/uk-out-about---june-2017 [Accessed 03/12/2017] Hall, V. (2017). The £25 fragrance that is outselling Dior and Paco Rabanne. The Telegraph, 6 June. Available from http://www.telegraph.co.uk/beauty/hair-nails/missguided-babepower-25-fragrance-outselling-dior-paco-rabanne/ [Accessed 11/12/2017] Halliday, S. (2017). It’s showrooming Jim, but not as we know it. WGSN, 17 November. Available from https://www-wgsn-com.ezproxy.westminster.ac.uk/news/its-showroomingjim-but-not-as-we-know-it/ [Accessed 10/12/2017] Hendriksz, V. (2017). Boohoo, Asos & Missguided pave the way for 'Ultrafast Fashion'. Fashion United, 24 May. Available from https://fashionunited.uk/news/fashion/boohooasos-missguided-pave-the-way-for-ultrafast-fashion/2017052424625 [Accessed 10/12/2017] Horton, H. (2017). Outcry over 'send nudes' sign in Missguided shops as campaigners say it sends negative message to girls. The Telegraph, 8 August. Available from http://www.telegraph.co.uk/news/2017/08/08/outcry-send-nudes-sign-missguided-shopscampaigners-say-sends/ [Accessed 10/12/2017] Hounslea, T. (2016). Timeline: Charting the meteoric rise of Missguided. Drapers, 16 December. Available from https://www.drapersonline.com/news/timeline-charting-themeteoric-rise-of-missguided/7016983.article [Accessed 08/12/2017] https://beta.companieshouse.gov.uk/company/03235904/filing-history [Accessed 29/11/2017] Man, PG. (2017). Joules and Missguided shine at the Drapers Awards 2017. Drapers, 30 November. Available from https://www.drapersonline.com/news/joules-and-missguidedshine-at-the-drapers-awards-2017/7027800.article [Accessed 03/12/2017]
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