Missguided Consumer

The global consumer:

European Union (excluding UK) 48 514 Turnover

Canada: Targeting: 0.61%

The Rest of the world 45 780 Turnover

United States: Targeting: 1.65% United Kingdom: Targeting: 90.59%

UK 107 663 Turnover

Germany: Targeting: 0.44%

China: Targeting: 0.48%

‘Missguided deliver to 112 different countries worldwide.’

Turnover of Missguided Limited worldwide in 2020, by region: (in 1,000s GBP)

Content Mapping

Instagram is their most followed and engaged with channel by comparison to their other social media platforms. With Missguided’s Instagram having 9.1 million followers they use this channel as their main way to market their products but also the brand. Their posts on Instagram are a mixture of content including promotional content, images from new collection shoots but also useful content- reposts of micro-influencers posts styling their clothing. They use this as free marketing, and it benefits the micro-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 approach. (Instagram, 2021).

Tiktok has become the most popular social 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, Instagram shows a lot of their clothing products, however their Facebook has advertised home wear which may be more fitting to the age range of Facebook users (Facebook, 2021).

Missguided uses S-Commerce (Social-commerce) as a modern way in which to reach out to their customers. With their target market being the generation of social media the use of promotion on social media platforms such as Instagram allows the brand to connect to the psychographics of their target market. See Appendix D

Earned Media:

Consumers tagging Missguided in their outfit posts. Consumers share Missguided’s competitions on their own story to enter. Micro-influencers create unpaid hauls on their YouTube channels to show new pieces within Missguided.

Shared Media:

Missguided use a variety of micro-influencers 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.

PESO MODEL:

Source 15: Peso Model See Appendix E

Paid Media:

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.

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 mobiles but they have a downloadable app.