Missguided Sustainability

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Image References:

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) 40https://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 occupation 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 different 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 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 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 loyalty for the brand (Shimul and Phau, 2018). In terms of Maslow’s hierarchy of needs the primary target audience of Missguided fits Self Actualisation. Missguided’s clothing are on trend and fashionable garments which make the consumer 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 channels (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, sarcastic, resilient (Primary research 16–24-year old’s)