Missguided are a fast fashion online re tailer who sells female on trend clothing, shoes and accessories at a cheap price to fit their target consumer. These clothes are designed for throwaway fashion to keep up with current trends within the fashion in dustry (Missguided, 2021).
The brand is known to have a negative im pact on the environment. Therefore, a sixmonth sustainability strategy will be put in place to minimise their damaging effect on the planet. This will include three concepts that will be promoted on Missguided’s chan nels to their target market and encourage engagement within the campaign.
Missguided is a fast fashion ‘global multi-platform’ brand based in Manchester which was set up by Nitin Passi in 2009. The brand is now ranked the #9853 most popular web site and ranked #356 in the UK and #20 in its category of lifestyle, fash ion and apparel (Similar Web, 2021).
Total website visits: 5.5M in the last 3 months
Bounce Rate: 45.54%
Pages per visit: 4.55
Average visit duration: 00:04:44 (Similar Web, 2021)
Figure 4: All in green Missguided
CSR strategy:
- Based on 3 pillars - ethical trade, the environ ment and animal welfare.
Figure 5: Website Statistics
- Integrity and honesty - no razzmatazz, false promises or cynical deploys
- Collaboration with other brands and organisa tions is key (Missguided, 2021).
Figure 6: CSR Strategy
“
Our mission is to empower females globally to be confident”
... Missguided is a bold, straight talking and forward thinking fash ion brand inspired by real life... Everything we create is informed by our customer along with global influences like social media, street style, and popular culture, ... encompasses everything it means to be a girl on the go in the world today (Missguided, 2021).
1. Clear target market
2. Large social media following as a global brand
3. The global trend of sustainability
1. Had negative press around their facto ry’s standards and sustainability.
2. Large competitors who sell on trend fast fashion clothing
3. Lack of customer loyalty due to compet itive pricing
1. The target market is interested in helping the environment therefore sustainability post will be engaging to them
2. A large social media following will allow their sustainability posts to reach more peo ple to raise awareness for the campaign
3. To become a more sustainable fast fash ion brand by implanting sustainable practis es and raising awareness
1. Risk of accusations of greenwashing creating bad press for the brand
2. Missguided’s competitors are also creat ing sustainable content so may been seen as following the fashion trends which is not genuine.
3. Due to a lack of brand loyalty consum ers may not be bothered about their cam paigns on sustainability.
Source 8: SWOT Analysis
Figure 7: Missguided’s Mission
Market Segmentation is a way in which Miss guided can identify their target consumer through four elements. By segmenting the market is allows the brand to “predict the response of consumers” in relation to buy ing habits and the likelihood of them buying garments from Missguided (Tynan and Dray ton, 2010).
- Although, Acorn (2021) generalises 16–24-year-olds together through their demographics and behaviours it is clear through Attitudinal Segmentation that these people have very different attitudes and be liefs.
- In terms of Attitudinal Segmentation Missguided’s consumers have some common interests and person alities that include:
- Social media
- Fashion
- Lifestyle trends
- Nights out/ clubs
- Beliefs of being more inclusive and diverse and in some cases and at different levels about sustainabil ity and the environment. The only strong connection the consumers have to the brand is the ease and price they provide to stay up to date with fashion (Mangas, 2021).
For Missguided, demographics can no longer be the predominant way of exploring their cus tomer profile as it is vague and shows a lack of detail and individualism. Therefore, post de mographic consumerism allows Missguided to identify the consumer on a deeper level than stereotypes and understand them in a way that just looking at the demographics cannot. How ever, this also makes it harder for the brand to pin down their target consumer (Cohen, 2013).
Figure
Figure
Figure
Social media, people around her in the city, reading customer re views or comments (Acorn, 2021), directly from the retailers, 44% of Gen Z say they get inspiration from social media influencers, 47% of Gen Z report getting fashion inspiration from TikTok in the last year, celebrities, models, current trends, fashion adver tisements (Drapers, 2021).
What drives your consumer and matters to them?
Price, quality and aesthetic, good reviews, fast delivery, cur rently on trend are most important when purchasing a product (Drapers, 2021).
From primary research, 16–24-year-olds mostly shop on fast fashion brands weekly and shop on Missguided monthly. In the journal, “Consumer Advocacy for Luxury Brands” it discusses the loyalty that customers have for luxury brands. As luxury brands are a well thought out investment for most people customers tend to feel a stronger connection with the brand and their val ues compared to a fast fashion brand like Missguided (Shimul and Phau, 2018). A lot of fast fashion brands follow the same fashion trends therefore sell very similar products and garments. Consumers look for the cheapest price with the most amount of discount for the quality they are receiving which shows the lack of loyalty for the brand (Drapers, 2021).
Sustainability is a large talking point within today’s society and seems to be led by Generation Z (Drapers, 2021). Although brands are responding to the sustainability movement, it is discussed in the article ‘Sustainability accounting and reporting: fad or trend?’ that may be seen as a consumer trend. Sustainability within the fashion industry is a topic that is important to some consumers and mostly those who do shop sustainably through sustainable brands and the use of charity shops, never choosing to purchase from a fast fashion brand. As the topic of sustaina bility has been advocated in the media so highly other consum ers want to follow this trend of becoming sustainable too. In response, many fashion brands have created a sustainable range or promoted sustainability through their channels, although this had led to accusations of greenwashing (Burritt and Schalteg ger, 2010). For the consumers following the sustainability trend, the response from their favourite fast fashion brands was very positive for them as they felt like they could continue to shop at these brands as they are now ‘sustainable’, and they have released ‘sustainable ranges’. Alternatively, the customer trend of being sustainable could be a genuine effort to help the en vironment but the lack of knowledge has led the consumer to still shop unsustainably and fall for the brands greenwashing. However, in the article “The influence of ‘woke’ consumers on fashion”, Amed et al., (2021) argues that the ‘Younger consumers are seriously concerned with social and environmental causes, which many regard as being the defining issues of our time.’ In the article they then go on to discuss that “they increasingly back their beliefs with their shopping habits, favouring brands that are aligned with their values and avoiding those that don’t.”
This doesn’t support this incline in sales that fast fashion brands, with a lack of sustainability, have experienced in recent years as the importance of sustainability has arisen in the media. There fore, this shows that sustainability is a trend and even though consumers say they are supporting sustainability they will still shop unsustainably.
See Appendix C
European Union (excluding UK)
Canada: Targeting: 0.61%
United States: Targeting: 1.65%
United Kingdom: Targeting: 90.59%
Germany:
Targeting: 0.44%
Turnover of Missguided Limited
region: (in 1,000s GBP)
China: Targeting: 0.48%
Instagram is their most followed and engaged with channel by comparison to their other social media platforms. With Missguided’s Instagram having 9.1 mil lion followers they use this channel as their main way to market their products but also the brand. Their posts on Insta gram are a mixture of content including promotional content, images from new collection shoots but also useful con tent- reposts of micro-influencers posts styling their clothing. They use this as free marketing, and it benefits the mi cro-influencer creating more viewers for their profile. Missguided also posts unrelated posts to their feed which creates conversation and engagement in the comments, for example a post which is a screenshot of a tweet from one of their customers asking, “how do you have a chill weekend?” This is one of the ways that Missguided markets their brand and creates a word-of-mouth ap proach. (Instagram, 2021).
Tiktok has become the most popular so
cial media platform in the recent years and Missguided have taken advantage of that, posting content to their 80.5k followers (Tiktok, 2021).
Throughout the social media platforms Missguided follows the same marketing techniques through their content but are adaptable as the age range varies across the platforms. For example, In stagram shows a lot of their clothing products, however their Facebook has advertised home wear which may be more fitting to the age range of Face book users (Facebook, 2021).
Missguided uses S-Commerce (So cial-commerce) as a modern way in which to reach out to their customers. With their target market being the gen eration of social media the use of pro motion on social media platforms such as Instagram allows the brand to con nect to the psychographics of their tar get market.
See Appendix D
Consumers tagging Missguided in their outfit posts.
Consumers share Missguided’s compe titions on their own story to enter. Micro-influencers create unpaid hauls on their YouTube channels to show new pieces within Missguided.
Missguided use influences to collaborate with to increase engagement e.g. Jordan Lipscombe
They have also promoted their brand on Billboards.
Missguided works with influencers to create ads.
Missguided use a variety of micro-in fluencers on their social media. The brand also posts content that encourages consumers to tag their friends.
Missguided have a partnership with Playboy to release different ranges of garments.
Source 15: Peso Model See Appendix E
Owned Media:
Missguided has a large following on the social media.
The brand changes their campaigns and photography on their website homepage very frequently
Not only is their website available on mo biles but they have a downloadable app.
Awareness:
Social Media- micro influ encers sponsorships/ ads. Social Media consumer posts with brand tags. Ads on social media and google search. Word of mouth.
Consideration: Influencers reviews on the products via YouTube and Tiktok. Website landing page with current campaign on Influencer posts.
Visiting Missguided website. Following Missguided’s social media and viewing their stories and posts. Liking, commenting and sharing Miss guided’s posts.
Watching Missguided’s YouTube vide os.
Tagging Missguided in outfit posts. Tweeting the brand directly.
Purchase Missguided on their website. Can now purchase some of their garments via selected ASDA stores, Next website, Very, ASOS.
Missguided makeup and fragrance is availa ble in Superdrug.
Payment options: Card, Payapal, Clearpay and Klarna- buy now pay later or instal ments.
Links through influencers ads.
19 Consumer Journey Returns are free and easy to do. You can track your parcel and keeps you up to date when it will arrive. You receive delivery email updates.
“ We are an online retailer, so our direct” environmental impacts result from the MISSGUIDED HQ, we expect all manufacturers of MISSGUIDED product to meet our standards and adopt a philosophy of continuous im provement so that we can reduce our impact over time.
“
To us, this means taking into” account all aspects of our work and minimising our environmen tal impacts wherever we can, tak ing into account both local laws and wider international industry standards and best practice... it can increase efficiency and re duce operating costs.
Missguided have already started to implement sustainability into their brand which are dis cussed on the website which include:
Miss Guided are part of the British Retail Consortium (BRC) - Better Retail Better World which help to combat some of the biggest global challenges that have been emphasised by the United Nations (UN).
To reduce the energy used by their customers, Missguided have adjusted their garment care instructions, advising 30°c wash temperature on most garments. In terms of drying there a label to recommend line drying as reminder to be kind to the environment.
Missguided has limited all their suppliers to UK based companies in the last three years. With Missguided having their factory in Leicester allows them not only to react to sales and trends, effectively manage stock levels and eliminate waste in their supply chain- but to re duce their carbon footprint due to shorter delivery distance.
In terms of Missguided fabrics only cow, buffalo, sheep, goat or pig leather or skin, with good animal husbandry are used and leather or skin and must not be obtained while an animal is still alive. Sheep and lamb’s wool must be sourced from producers with good animal hus bandry. Missguided does not test on animals (Missguided, 2021).
See Appendix G
Introducing RE_STYLD by Missguided. Putting” the planet first with elevated and curated styles, made from recycled fibres... By choosing RE_STYLD as your go-to collection, you can reduce waste and feel se cure in the knowledge that your new clothes are built to last ( Find recycled casual clothing, shirts, jumpers and more” (Missguided, 2021).
“
Figure 18: Restyld Collection Figure 17: Missguided’s SustainabilityFast fashion brands are known for having a negative impact on the environ ment due to the poor quality of materials and low prices. These garments are often thrown away after so many uses due to the fast turnaround of trends. To be more sustainable it is thought that you should buy sustainable cloth ing which is more expensive. Missguided’s target market have a lower income therefore sell on trend and fashionable clothing at a price they can afford. By implementing some sustainable practises within the brand allows their target market to still buy clothing at a price they can afford and reduced their nega tive impact on the environment.
Missguided have partnered with Mainetti (UK) Ltd, to help to work on creating a closed loop recycling process for the plastic packaging waste they generate as part of their rou tine warehouse operations or returns, e.g. despatch sacks, garment polybags etc (Miss guided, 2021).
All dispatch bags that are re turned to Missguided will be re-processed at their Wrexham recycling centre in North Wales. The new bags will contain pol yethylene pellets which have no negative impact on the en vironment unless littered and is recyclable (Report – Polyeth ylene: The World’s Most Used Polymer, 2021).
Missguided despatch sacks are manufactured from 100% re cycled LDPE plastic. All sacks are printed with solvent free
water-based inks (Missguided, 2021).
The information about Miss guided is found on the CSR page of their website and therefore consumers would have to search it to read up on it. Therefore, a second concept for Missguided is to create a new packaging design that shows how the bag is recycled and good for the environment. Missguided’s consumer may not be as concerned about sustainability due to their fast fashion buying habits and per haps being a trend (Burritt and Schaltegger, 2010). Therefore, a visual representation on the packaging will show the con sumer that their packaging is sustainable without having to read up about it if they don’t wish to.
Missguided have partnered the charity- Newlife who provides life changing support to some of the UK’s most vulnerable children whilst also helping the environment.
Missguided donates their end of line, returns and sample stock to Newlife where they remove all tags and labels and are sold at one of Newlife’s popular fashion superstores. All the profits that are main from selling Missguided’s products are sent to Newlife’s charity to ease the pain and suffering of disabled or terminal ill children
and their families across the UK (Missguided, 2021). Therefore, Missguided should promote their partnership with the charity and allow their cus tomers to interact with this. Fast fashion brands such as Missguided have a reputation that their customers will buy a product and wear it once there fore the brand could set up a scheme that allows customers to send their worn items back it return of points. These points can be saved up in exchange for vouchers.
Missguided currently have a csr page where customers can read about how they are try ing to be more sustainable. This includes links to charities and companies’ websites that they are working with. This page also includes statements from the brand and a letter from the CEO discussing their corporate responsibly which includes how Missguided are implementing practises to make their brand as sustaina ble it can be for a fast fashion brand.
This page also includes a fur ther info section which con tains contact addresses that customer can email to discuss more about Missguided’s sus tainability practises.
However, this page is plain and has no character, it doesn’t at tract anyone to read it. There fore, Missguided will have a redesign of the csr page cre ating an interactive and in formative page for consumers to read about how Missguided are improving their sustaina bility and how they could help too.
This page be divided into sec tions that show different ways in which Missguided are im plementing sustainable prac tises. The page will include pictures and updates of how each strategy is working and in the future new ideas to fur ther their sustainability.
Missguided’s Partnership with NewlifeMissguided’s Packaging RedesignInstagram:
Engagement- 0.09%
Average Likes- 7,749
Average Comments- 351,06 Followers- 9,109,765
Media uploads- 20,599 (Social Blade, 2021)
As Missguided is an online fast fashion brand they use mostly digital channels to match their e-commerce strategy. Therefore, the use of social media channels are essential to their marketing and advertising (Srivastava and Pandey, 2012).
See Appendix F
Tiktok: Followers- 81,700 Likes- 522,600 (Social Blade, 2021)
Twitter: Engagement- 104,312th Followers- 505,827 Tweets- 109,914 (Social Blade, 2021)
Facebook: Likes 1,680,944 (Social Blade, 2021)
YouTube: Subscribers- 17.3k
Video views- 7,080,963 Uploads- 261 (Social Blade, 2021)
Figure Missguided Channels Figure 21: Missguided’s Instagram FeedThe packaging re-design will be pro moted on different platforms of so cial media and their tools. Missguid ed’s target market are very present on social media and ‘it is the most preferred channel with 40% of Gen Z shoppers and 39% millennials rate it as their preferred channel’ (Drap ers, 2021). Therefore, by using social media to promote their campaign it will create the most engagement.
Facebook is known to engage with a slightly older audience than Missguided’s target market which may be more likely engage in sus tainability posts (Mangas ,2021),and therefore a post will be made on the Facebook feed of the new packaging. The Missguided banner on Facebook will be changed to the new pack aging design to show how the brand is trying to become more sus tainable brand not just through their packaging.
Instagram stories: The re-brand of the packaging will be initially teased on Missguided’s Instagram stories and will include ‘your new sustainable packaging coming soon’. Once the design is released on the Instagram feed it will be show on stories. There will also be a post to encourage people to upload a picture on their stories on them receiving the new packaging and include the hashtag #MGrecycled, which will be reposted by Missguided.
Instagram feed post: The reveal of the packaging will be first shown on a series of grid posts with a short description of how the packaging is sustainable and a link to the website for more information. Using a grid post allows the post to stay on the profile and allow for explanation and discussion in the comments. Carousel posts will be used as they score the highest engagement rate, followed by images, then video (Mangas ,2021).
The packaging and an article to support it will be added to the Missguided CSR page. The web site page will be linked with all social media posts about the packaging to allow consumers to learn more.
Missguided’s Packaging Redesign
Figure 22: Missguided Packaging
Figure 24: Missguided Packaging design Instagram post
Figure 23: Facebook Banner
Figure 25: Instagram Story- new packaging
Figure 26: New Packaging design
It is important for Missguided to show how the brand are sustainably disposing their unwanted and wasted garments but also raising money for terminally ill children is vital to encourage their consumers to help with the scheme. The campaign will be shared across Missguided’s platforms with a link to the website, where the base of the information will be located.
1. Buy a new dress from Missguid ed and wear it to your friends party
2. Request a New life return label and send us your dress
Instagram Stories:
Several stories will be posted on the day of the promo tional campaign release based on the collaboration. Stories will link the website for the consumer to read more.
Instagram feed post:
Missguided will post an image of both their logo and Newlife’s logo with the caption describing how they are teaming up with Newlife to help the environment and raise money for terminally ill children.
Missguided will post an adaptation of their Tiktok which show the story of how the consumers second-hand cloth ing can help the environment and support terminally ill children.
6. Less waste, bet ter for the envi ronment.
5. You recieve points towards vouchers to buy a new dress
3. Request a New life return label and send us your dress 4. The money raised is given to terminally ill children and their families.
Tiktok:
Tiktok is known for sustainabili ty-based content (Mangas ,2021) therefore, Missguided will create a Tiktok that will show the process of Newlife. This platform will be used as it allows Missguided to tell a story in an engaging short video to Missguided’s target audience with matches the platforms.
Website campaign:
Missguided’s website will show the col laborative campaign with the Charity Newlife. This will give the consumer the opportunity to click on the cover page to read more about how Missguided is work ing with the charity and how they can get involved.
Email:
Missguided will send out emails to their cus tomers to explain the campaign and how they can get involved. The use of emails allows a direct message to be sent to each consumer.
Facebook: Missguided will post a narrative of how your old clothing can help very sick children but also the environment with the hashtag #MGnewlife.
Missguided’s Partnership with Newlife Figure 21: Newlife Story Figure 28: Newlife Instagram Post Figure 29: Tiktok storyboard Figure 31: Newlife email Figure 30: Newlife Facebook post Figure 27: Newlife Instagram StoryMissguided’s new CSR website page will be pro moted on their social media platforms with links back to the main hub of information which will show different collaborations and campaigns they are working on to become a more sustainable brand.
Facebook:
Missguided will also post on their Facebook page explaining why it is important for the brand to be more sustainable. There will also be a link to the new page as well as an image of one of the collab oration success’s.
Instagram:
Instagram grid post: Missguided will post some photographs that are used on the re design of the csr page with a description of the image and a link to the page.
Instagram stories: On the launch day of the new page Missguided will post polls and environmental content on their story with no mention of selling their products on that day.
Email: When the new redesign of the page is released, an email will be sent to Missguided’s custom ers with a link to the page in the form of an infographic to create engagement with the email and encourage more people to read.
Figure 32: Newlife superstore
Figure 33: Website design
Figure 34: Website Facebook post
Figure 35: Website email
Figure 36: Newlife Model
Figure 37: Instagram sustainability story
13th January release date:
1. Instagram Post of the packaging as a reveal
2. Instagram story- repost of the main post
3. Instagram post will show the pack aging design in more detail
4. Website article about the reasons behind the change of the packaging
5. A Facebook post will also show the packaging.
6. Missguided’s Facebook and You Tube will change their banner to the packaging.
Instagram’s highest engagement dur ing the week therefore majority of posts will be posted at 6pm in the weekday.
23rds March release date:
1. Instagram Post with both logo on releveling the collaboration
2. Instagram story of the logo and a link to the website to find out more.
3. A Website article to show the con sumers how the concept works.
4. Missguided customers will receive an email with a link to the website.
5. Facebook post about the new col laboration and how their customers can get involved.
20th May release date:
1. Instagram feed post showing the new design of the website page, with a link to the website.
2. A series of Instagram stories will be uploaded with screenshots of the web site which include the link for customers to read more.
3. A Facebook post will mirror the in itial Instagram post.
“ We refine our content” style and format based on analysis. We started doing 2 minute long how- to vide os. We realised people only stayed on the page for 30- 60 seconds, so we may those vid eos much snappier to ensure they were engaging (Miss guided, 2019).
Instagram Brand awareness
Profile traffic, page views, video views, social mentions, number of followers, reach, impressions.
Instagram Posts: Engagement Likes, shares, comments, views, hash tag usage, forwards, reach
Instagram Stories: Engagement Shares, views, hashtag usage, forwards, reach
Instagram Reels: Engagement
Likes, shares, comments, views, views through time, forwards, reach
Before tracking any social media metrics, it is important for Missguided to set goals to dis tinguish what is good or brand awareness and engagement. By measuring a brand can under stand the success or failure of a campaign and the impact on the business (Flanagan, 2017). Metrics on social media allows the brand to establish what content is most active and en gaging to their audience (Social Media Metrics, 2021). It is also important to keep up to date with measuring the brands content to keep the content relevant to the times. Therefore, a brand should do regular metric reports to en sure awareness and engagement are hitting targets (Social Media Metrics, 2021).
A combination of metrics can allow a brand to understand the engagement more clearly, how ever some content may be designed to engage in a specific way therefore lacks engagement in one area which could affect the visual effec tiveness of metrics. Brand awareness, impres
sion and reach allows a brand to understand the website traffic, page views, video views, social mentions, and number of followers. Im pressions can tell the brand the potential the content has on social media (Chen, 2021).
As Missguided is creating sustainable content this is a new type of content with potentially a new reach to those who would not shop at Missguided due to them being bad for the en vironment and unsustainable. Therefore, it will be useful to measure the potential reach, this is done by looking at the total number of brand mentions and how many people saw those mentions.
Introducing sustainability to the brand will cre ate conversation therefore social share of voice metric could be used to look at how much on line “conversation” there is around the brand, compared to their competitors (Social Media Metrics, 2021).
Missguided Website: Brand awareness Brand awareness- website traffic, page views, reach
Facebook Page: Brand awareness
Email: Engagement
Profile traffic, page views, video views, social mentions, number of followers, reach, impressions.
Engagement- likes, shares, comments, views hashtag usage, forwards, reach
Open rate (% who opened email). Click through rate (% who clicked through to website from email). Conversion rate (% who bought from email).
Number of email sign ups.
Average engagement rate per post:
The engagement of a Tiktok is meas ured through likes and comments and each Tiktok can be compared to meas ure for engagement improvement.
Tiktok:
Follower evolution:
- Missguided should measure their content af ter each post.
- Their measurements should be collated at the end of the week the evaluate the overall en gagement’s success and weaknesses.
- In terms of the overall concept this should be evaluated at the end of the concept to adapt and change methods used for the next concept.
Follower growth:
This is the number of followers that a brand gain over a 30-day period. Tiktok’s algorithm is not chronological and is based on the number of views how often and long the content is shown.
By having a percentage over 0% means the brand is gaining followers.
This is a specific indicator that tells the brand their follower growth on a shorter time frame.
Hashtag growth:
Hashtag growths are used to track any brand hashtags that a brand used in coloration with a campaign. Tiklytics can be used to give the brand statistics about each hashtag that they have used for their campaigns, this is done by analysing likes, shares and the engagement rate (Payne, 2021).
Figure 39: Video AnalysisTo conclude it is important for Missguided to be more sus tainable as their brand is having a very negative impact on the environment. By establishing the three concepts as a six-month campaign will reduce their damaging effect on the planet.
However, Missguided’s brand concept is to provide on trend clothing to 16–24-year-olds with a low budget- so a re-brand to be all sustainable would not meet Missguided’s compa ny message and not appeal to the target market due to the higher prices they would have to charge. Therefore, my implementing smaller changes that have a large impact to the sustainability of the brand will allow them to keep their on-trend narrative. By doing this not only will Missguided be able to sustain the customers they already have gained but also more sustainably conscious consumers who may not have the budget to shop at an all ethical and sustain able brand.
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Figure 1: Packaging design image (Emilie Kelly, 2021)
Figure 2: Table for 6 please image (Source: wgsn, 2021:online) www.wgsn.com/content/image_viewer/#/image.34387939
Figure 3: Restyld 2.2 (Source: Instagram, 2021:online) https://www.instagram.com/p/CSxFdCHhn0e/?utm_source=ig_web_copy_link
Figure 4: All in green Missguided (Source: Instagram, 2021:online) https://www.instagram.com/p/CUsXAQxjZlQ/?utm_source=ig_web_copy_link
Figure 5: Website Statistics (Emilie Kelly, 2021)
Figure 6: CSR Strategy (Emilie Kelly, 2021)
Figure 7: Missguided’s Mission (Emilie Kelly, 2021)
Figure 8: SWOT Analysis (Emilie Kelly, 2021)
Figure 9: Missguided Market segmentation (Emilie Kelly, 2021)
Figure 10: Segmentation and Consumerism (Emilie Kelly, 2021)
Figure 11: Consumer Persona (Emilie Kelly, 2021)
Figure 12: Missguided Consumer Moodboard (Emilie Kelly, 2021)
Figure 13: Missguided summer model (Source: Instagram, 2021:online)
https://www.instagram.com/p/CP_hT3xpwYe/?utm_source=ig_web_copy_link
Figure 14: The Global Consumer Map (Emilie Kelly, 2021)
Figure 15: Paso Model (Emilie Kelly, 2021)
Figure 16: Customer Journey (Emilie Kelly, 2021)
Figure 17: Missguided’s Sustainability (Emilie Kelly, 2021)
Figure 18: Restyld Collection (Emilie Kelly, 2021)
Figure 19: CSR Website Page (Source: Missguided Website, 2021:online)
https://www.missguided.co.uk/csr
Figure 20: Missguided Channels (Emilie Kelly, 2021)
Figure 21: Missguided’s Instagram Feed (Source: Instagram, 2021:online)
Figure 22: Missguided Packaging (Emilie Kelly, 2021)
Figure 23: Missguided Packaging design Instagram post (Emilie Kelly, 2021)
Figure 24: Facebook Banner (Emilie Kelly, 2021)
Figure 25: Instagram Story- new packaging (Emilie Kelly, 2021)
Figure 26: New Packaging design (Emilie Kelly, 2021)
Figure 27: Newlife Instagram Story (Emilie Kelly, 2021)
Figure 28: Newlife Instagram Post (Emilie Kelly, 2021)
Figure 29: Tiktok storyboard (Emilie Kelly, 2021)
Figure 30: Facebook Newlife Post
Figure 31: Newlife email (Emilie Kelly, 2021)
Figure 32: Newlife superstore (Glassdoor Newlife, 2021)
https://www.glassdoor.co.uk/Photos/Newlife-Charity-for-Disabled-Children-Office-Photos-IMG3334496. htm?countryRedirect=true
Figure 33: Website design (Emilie Kelly, 2021)
Figure 34: Website Facebook post (Emilie Kelly, 2021)
Figure 35: Website email (Emilie Kelly, 2021)
Figure 36: Newlife model (Source: Missguided Website, 2021:online)
https://www.instagram.com/p/CU7zu5ih72s/?utm_source=ig_web_copy_link
Figure 37: Instagram sustainability story (Emilie Kelly, 2021)
Figure 38: Content Calendar (Emilie Kelly, 2021)
Figure 39: Video Analysis (Emilie Kelly, 2021)
Figure 40: When to measure (Emilie Kelly, 2021)
Figure 41: Measurements (Emilie Kelly, 2021)
Figure 42: Olivia Mahan in green (Source: Instagram, 2021:online)
https://www.instagram.com/p/CUIoYkrhtji/?utm_source=ig_web_copy_link
Appendix A: Demographic: 16-24, student or part-time job so low income, in terms of the social economic grading system they would be between C2 and E. Although this system doesn’t consider income and only occupa tion therefore this model is vague and may have more disposable income from other places- e.g., inheritance (ACORN, 2021).
For Missguided, demographics can no longer be the predominant way of exploring their customer profile as it is vague and shows a lack of detail and individualism. Therefore, post demographic consumerism allows Missguided to identify the consumer on a deeper level than stereotypes and understand them in a way that just looking at the demographics cannot. However, this also makes it harder for the brand to pin down their target consumer (Cohen, 2013).
Geographic:
Lives in a city or large town in one of the countries that Missguided trades in. The top countries they trade in are the UK, US, Canada, China, Germany (Similar Web, 2021). The climate is very dif ferent in each of these countries and so they are clothing must be adapted for each country they are selling to (ACORN, 2021).
Behavioural:
From primary research 16–24-year-olds mostly shop on fast fashion brands weekly and shop on Missguided monthly. In the journal, “Consumer Advocacy for Luxury Brands” it discusses the loy alty that customers have for luxury brands. As luxury brands are a well thought out investment for most people customers tend to feel a stronger connection with the brand and their values compared to a fast fashion brand like Missguided. Most fast brands follow the same fashion trends therefore sell very similar products and garments. Consumers look for the cheapest price with the most amount of discount for the quality they are receiving which shows the lack of loy alty for the brand (Shimul and Phau, 2018).
In terms of Maslow’s hierarchy of needs the primary target audience of Missguided fits Self Actu alisation. Missguided’s clothing are on trend and fashionable garments which make the consum er feel confident and stylish creating the response of Self-Actualisation (Maslow, 2012).
Psychographic:
Interests- Shopping/fashion, online shopping, football, reality television, YouTube, drinking/clubs, Netflix (primary research 16–24-year old’s) fast-food, eating out, coffee shops, online news chan nels (Acorn, 2021).
Generation Z who are the target consumer of Missguided are known for being large advocates for sustainability although by shopping at a fast fashion brand like Missguided may show this type of person is not so passionate about buying clothes sustainably.
Personality: Caring to the environment, ambitious, curious, social, diverse, empathetic, accepting, tolerant, liberal minded, independent, entrepreneurial, motivated, self-reliant, easy going, sar castic, resilient (Primary research 16–24-year old’s)
(Drapers, 2021)
Missguided’s consumer goals are to shop a good quality fashionable and on trend garment at a low price as it will not have long term use (Acorn, 2021).
In terms of Maslow’s hierarchy of needs the primary target audience of Missguided fits Self Actu alisation. Missguided’s clothing are on trend and fashionable garments which make the consum er feel confident and stylish creating the response of Self-Actualisation. (Maslow, 2021).
(pwc, 2021)
In the past year the global trends have been similar globally as the COVID-19 pandemic hit mean ing the whole world has had to stay inside, therefore there has been an increase in online shop ping. In 2020, 65% of consumers said they shopped on fashion apps compared to 85 per cent in 2021 (Drapers, 2021). As a result of this, online fashion retailers such as Missguided and their competition Boohoo, have had a significant increase in their profit margins and sales (Statista, 2021). “Between April and November 2020, Missguided’s sales were up by 45 per cent and gained a total of 1.9 million new active customers since the start of its 2020/21 financial year. Sales outside the UK have grown by 15 per cent to £94.2 million and it now trades in more than 180 countries” (Nazir, 2021).
According to Google Trends (2020), the top trending search globally were for Joe Biden, Kim Jong Un and Boris Johnson, this reflects the political conversations generated globally during the pandemic. The top searched news was based on the coronavirus, election results and Iran. These trends are all based on the pandemic and how people were restricted to go out. Compared to previous years, the 2020 trends are true to most of the consumers globally. The pandemic has created an opportunity for trends to be followed by more people as there has been a lack of individualism and lifestyle choices. This has led to more people following the trends whether it be fashion and buying habits, the subject of sustainability, politics or television entertainment. The media have been a large input into influencing how people should be spending their time, thinking and supporting (Mintel, 2021).
Facebook:
As of July 2021, it was found that 9.4% of total active Facebook users worldwide were women between the ages of 18 and 24 (Mangas, 2021).
Most Facebook users use their mobile device to engage with the platform.
‘Currently, India ranks first in terms of Facebook audience size with 340 million users. The United States, Brazil, and Indonesia also all have more than 100 million Facebook users each’ (Statista, 2021).
Facebook is still the most used and most engaged social platform (Mangas, 2021).
Younger audiences have not totally disengaged but not the number one platform (Sprout Social, 2021) but is mainly used by the older generation to connect with family and friends, plus read news and articles (Mangas, 2021).
Gen z state motivations for using social media place content consumption and trending topics above news stories (global web index, 2021).
Instagram:
Second largest network after Facebook
90% of people follow a business on Instagram. The most popular platform for following brands.
Video content is growing (short form)
IGTV: longer form video still developing
Reels- competing with Tiktok
Stories are a huge success.
Highest engagement during the week (Mangas ,2021).
Four elements of content Missguided’s content can be applied to the four elements of content marketing which supports and evaluates their success as a brand. The positioning of the brand is to target Generation Z with trendy and stylish garments, shoes and accessories (Missguided, 2021). They use their owned media value proposition via social media with the most success stemming from their In stagram where they post promotional content as well as unrelated content to engage with their consumers (Instagram, 2021). Ultimately their business case is to sell and gain more profit as well as providing a fashionable garment which their consumer loves. Although the proposal for Missguided to become more sustainable is also a goal for the brand. For Missguided to become more sustainable they need to create and set strategies that allows the brand to reach, engage and measure the success of their strategy (Mangas ,2021).
Email:
A form of direct mail
Sent to existing customers
Low effort, delivers results
Consent can easily be reformatted for email
Links can be attracted
Act as a trigger or reminder
Personalisation- beyond segmentation
Use of dynamic/ real time features such as countdown timers
Mobile optimised content Strategically timed
Great for quick audience testing (Mangas ,2021)
Tiktok:
52% of users say they find new products from ads on tiktok
The Paso Model is a media-based diagram that explores different ways in which a brand can marketing themselves. Missguided uses all four medias to promote and market their brand. It is important to the brand to create engagement through their consumers as this will allow shared and earned media to be created, which is free advertisement for the brand. Owned media is also very important for Missguided as once the consumer has found the brand, they need to attract the consumer to become a customer of their brand (Turgeon, 2020).
61% of users feel that advertising on Tiktok is unique from top social and video platforms (News room Tiktok, 2021)
41% of users are 16-24
Setting global fashion trends
Roughly 100 million monthly active users in the US and another 100 million in Europe
Most downloaded non-game app globally in the first half of 2021, 380 million first time down loads.
Tiktok is one of the fastest-growing digital platforms globally Tiktok can be a persuasive channel for brand storytelling and marketing. 68% of users having been inspired to find out more about a brand or product because of Tiktok (Media Launch Metrics, 2021).
Largest age group 15-21 (Mangas, 2021).
Popularity among younger users highlights ongoing shift toward video content (Mangas, 2021). Only 18% of users claim to use YouTube to discover brands and products (Mangas, 2021).
New: YouTube shorts- like Tiktok (Mangas, 2021).
YouTube is essentially a search engine, therefore great for brand discovery (BoF, 2018)
In terms of sustainability, Missguided want to engage in sustainability acts and become a more sustainable brand. They want to communicate the importance of being sustainable and doing their bit to help the environment. Missguided understand that being a fast fashion brand, selling products at cheap prices and offering next day delivery, means that they will never be a 100 per cent sustainable brand, however they are starting to implement factors to help the environment (Missguided, 2021).
Missguided have created a page on their website that discusses what they are doing to become more sustainable and therefore their statistics and information is based on their own research and success (Missguided, 2021).
Missguided’s sustainability content is only communicated through the website and therefore not seen by most consumers unless they are looking for the information (Missguided, 2021). There fore, Missguided should use their other channels to communicate their ideas for sustainability.
