Channels

YouTube: 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)

Appendix G Brand objectives 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).

Content topics 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).

Tone of Voice 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). Therefore, Missguided should use their other channels to communicate their ideas for sustainability.