Consumer Persona

Awareness:

Social Media- micro influencers sponsorships/ ads. Social Media consumer posts with brand tags. Ads on social media and google search. Word of mouth. Influencers reviews on the products via YouTube and Tiktok. Website landing page with current campaign on Influencer posts.

purchase:

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.

Engagement:

Visiting Missguided website. Following Missguided’s social media and viewing their stories and posts. Liking, commenting and sharing Missguided’s posts. Watching Missguided’s YouTube videos. 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 available in Superdrug. Payment options: Card, Payapal, Clearpay and Klarna- buy now pay later or instalments. Links through influencers ads.

Consumer Journey

Missguided Sustainability

“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“ To us, this means taking into provement so that we can reduce our impact over time. ” account all aspects of our work and minimising our environmental impacts wherever we can, taking into account both local laws and wider international industry standards and best practice... it can increase efficiency and reduce operating costs.

Figure 17: Missguided’s Sustainability

Missguided have already started to implement sustainability into their brand which are discussed 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 reduce 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 husbandry. 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 secure in the knowledge that your new clothes are built to last ( Find recycled casual clothing, shirts, jumpers and more” (Missguided, 2021).

Sustainability Concept

Fast fashion brands are known for having a negative impact on the environment 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 clothing 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 negative impact on the environment.

Missguided currently have a csr page where customers can read about how they are trying 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 sustainable it can be for a fast fashion brand. This page also includes a further info section which contains contact addresses that customer can email to discuss more about Missguided’s sustainability practises. However, this page is plain and has no character, it doesn’t attract anyone to read it. Therefore, Missguided will have a redesign of the csr page creating an interactive and informative page for consumers to read about how Missguided are improving their sustainability and how they could help too. This page be divided into sections that show different ways in which Missguided are implementing sustainable practises. The page will include pictures and updates of how each strategy is working and in the future new ideas to further their sustainability.

Concept One: Concept Two: Concept Three:

Missguided’s Packaging Redesign

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 routine warehouse operations or returns, e.g. despatch sacks, garment polybags etc (Missguided, 2021). All dispatch bags that are returned to Missguided will be re-processed at their Wrexham recycling centre in North Wales. The new bags will contain polyethylene pellets which have no negative impact on the environment unless littered and is recyclable (Report – Polyethylene: The World’s Most Used Polymer, 2021). Missguided despatch sacks are manufactured from 100% recycled LDPE plastic. All sacks are printed with solvent free water-based inks (Missguided, 2021). The information about Missguided 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 perhaps being a trend (Burritt and Schaltegger, 2010). Therefore, a visual representation on the packaging will show the consumer that their packaging is sustainable without having to read up about it if they don’t wish to.

Missguided’s Partnership with Newlife

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 customers to interact with this. Fast fashion brands such as Missguided have a reputation that their customers will buy a product and wear it once therefore 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.