Sustainability Concept

(Drapers, 2021)

(pwc, 2021)

Appendix B: Consumer goals 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).

Maslow’s hierarchy of needs 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, 2021).

Appendix C: Consumer Trends In the past year the global trends have been similar globally as the COVID-19 pandemic hit meaning the whole world has had to stay inside, therefore there has been an increase in online shopping. 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).

Appendix D: 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 Instagram 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).

Appendix E: 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). Appendix F: 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).

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 61% of users feel that advertising on Tiktok is unique from top social and video platforms (Newsroom 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 downloads. 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).