Marketing report by Jade Naylor

HOME MARKETING REPORT

EXECUTIVE SUMMARY UNIVERSITY OF HUDDERSFIELD School of Art, Design and Architecture Department of Design Final Major Project Missguided Home Marketing Report Jade Naylor A Major Project submitted in partial fulfilment of the requirements for BA (Hons) Fashion, Communication and Promotion. Module THD1101 Fashion Communication Promotion Major Project The candidate confirms that the work submitted is their own and that appropriate credit has been given where reference has been made to the work of others. The University of Huddersfield School of Art & Design Department of Design Huddersfield West Yorkshire ENGLAND (09/05/2017)

This report will provide analysis and evaluation of a new Missguided Home collection entering the homewares market, including all brand, competitor, consumer and marketing information. The report will also investigate how a Missguided Home collection will work within the market and overcome any issues it may face. The research draws attention to the consumer trends and current market situation, highlighting the competitiveness on gaining interaction from an increasingly more demanding and selective consumer. Currently the homewares market is facing an influx of new entries varying amongst a selection of retailers. These range from supermarket collections to interior specialists, which is continuously increasing the competition amongst the interiors and home accessories providers. This is made further challenging by the changing wants and needs of the consumers, as they become more selective and informed on buying decisions. Further research has found that the most appealing factors to a consumer when decision making is style, design, quality and affordability. Missguided Home fits perfectly into these brackets by removing the retail costs of a brick-and-mortar stores and working to a fast fashion supply chain.

1 2

INTRODUCTION Background Rationale Aim Objectives

BRAND

History Values Strength Weaknesses Identity

3 4 5 6

9 11 13 14 15

3 4

MARKET

Overview Competitors Positioning

CONSUMER

Analysis Target Consumer Segmentation Demographic Profile

23 24 25

29 30 31 32

5 6

MARKETING

Product Price Place Promotion People Process Physical Evidence

CONCLUSION Conclusion Futures

35 37 39 41 49 50 51

55 56

7 8

REFERENCES References

APPENDICES Appendix Appendix Appendix Appendix

One Two Three Four

63 68 69 70

1 1

INTRODUCTION

BACKGROUND Missguided is the go to destination for all things fierce and fashionable, with the mission of enabling every woman to be the babe she deserves to be. Missguided provides on trend, forward thinking products for every aspect of her lifestyle, inclusive of the place she calls home. Missguided has received great growth since establishing and as a result of this, has become one of the most recognisable and competitive fast fashion e-tailers in the UK. Having previously expanded the product line to range from active-wear to bridal and everything in-between, the Missguided woman can fulfil her every desire all in one destination. The introduction of a Home collection is an extension of this, meaning she can now incorporate her style into her home, allowing her to fully experience the Missguided lifestyle.

RATIONALE As the fast fashion market grows increasingly more competitive, brands must look to differentiate themselves amongst one another. Brand extension is a common method of doing this, as it can offer something new and unique to set apart from the rest. The homewares market is constantly developing and growing, with more brands and types of retailers adapting, extending and joining sector. Consumers are growing increasingly concerned with the appearance of their homes and are looking towards affordable furnishings and accessories to achieve new looks. A Missguided Home collection will ensure that new and on trend products are constantly being presented for the consumers, whilst closing the gap between competitors. This will be detailed within this marketing handbook, further communicated to the consumer with a lookbook and promoted through the media using a press pack.

AIM To successfully launch and promote

MISSGUIDED HOME

OBJECTIVES issguided Home M a ch un la d an e uc od tr In 1/ ded website. ui sg is M K U e th on n io ct lle co

2/ Sucessfully create brand awareness with a promotional campaign.

as an extension to Missguided municated m co is n io ct lle co w ne e th 3/ Ensure e consumer and targeted correctly to th 5

2 10 7

BRAND

HISTORY Missguided Home is the new extension to parent brand Missguided. Missguided has gone from strength to strength in becoming a highly recognizable and successful fashion e-tailer. Missguided began with a standard womenswear collection in the UK and has since gone on to launching a number of extensions and sub brands as well as operating internationally to over 150 countries.

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March 2014 nt live French Site we

January 2011 October 2013 er tionally in Best New Etail pands interna Ex Recognised as d US ail Awards an Et a s ali er str ap Dr Au by

Due to the huge success of the brand since launching in 2009, Missguided Home is the next logical step to equip millennial women with the fashion they need for all elements of their life.

August 2012 n in Announces ow team house design

14 November 20 s-size Launches Plu range

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January 2015 ewear Launches Activ

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16 September 20 terniLaunches Ma ely ty wear exclusiv OS AS h ug ro th

May 2016 market Enters bridal le bridal with affordab wear

May 2017 tension Announces ex ssguided of sublabel, Mi g 18 rin Sp r fo Home

16 November 20 nsion into te ex s irm nf Co label â&#x20AC;&#x153;Mennew Menswear 17 g rin Sp r fo â&#x20AC;? nace

VALUES Missguided Home strives to be the go to for home furnishings and interiors. The freshest styles and hottest products will come as a result of the consistent reacting of changing trends as quickly as they appear. Affordability and design are the main priorities for Missguided Home, with style and quality also being an important value to the brand. A part of what sets Missguided Home apart from the rest, is the full understanding of what the consumer wants and needs. This is recognition of the customerâ&#x20AC;&#x2122;s voice whilst ensuring the influences of social media, street style and popular culture are understood and communicated appropriately. This means being where the consumer wants Missguided Home to be as high priority and key to the success of the brand.

STRENGTHS Missguided Home will benefit from the pre-existing customer base of Missguided as an initial starting point. The consumers of Missguided are loyal and trusting to the brand and what it stands for therefore, this will translate across to the extension of homewares. Due to the support of existing customers, Missguided Home will also have the added benefit of free promotion. As was established from the research, Missguidedâ&#x20AC;&#x2122;s consumer demographic are likely to own a smartphone and be active on social media, it is also likely that consumers will occasionally share pictures and posts of their Missguided purchases. As Missguided Home will be only be operational online to begin with, the company is able to benefit from lack of spending on retail costs such as rent, staff and utilities. As price is an important factor in the buying decision for homeware consumers, this will enable Missguided Home to offer a lower product cost to customers, subsequently meaning customers will be more inclined to shop with the brand compared with more expensive competitors. In addition to this, due to the brand be solely based online, the full collection is always viewable in one place and saves consumers having to seek out items in stores.

WEAKNESSES The greatest weakness to Missguided Home may be that the collection will be initially available as online only. Although online shopping has been on the increase over the past couple of years, there are a percentage of consumers that prefer to shop in traditional brick-and-mortar stores. In this case, Missguided Home may lose out on this market but with the prospects to extend into stores for the future, this will hopefully reach out and win over this consumer group. Missguided Home will be style and trend led, considering the motivation of the brand is to achieve a fast fashion led operation, this may alienate a specific market that could perceive the brand as â&#x20AC;&#x2DC;too youthfulâ&#x20AC;&#x2122;. This could also lead consumers to believe that the product is not durable or practical.

The positioning of Missguided Home amongst other competitors is central between quality and price, meaning that consumers are able to get style focused products at an affordable price. Although this is currently already available, Missguided Home aims to be the exact balanced combination of style, price, quality and design. The closest and most direct competitors to brand are not currently offering the full combination in the same way that Missguided Home intends to.

IDENTITY LOGO DESIGN The aesthetics of Missguided Home resemble clear similarities to that of Missguided, to ensure it fits in with the existing brand and website. However, slight differences will create the distinction between the two, making Missguided Home recognisable within itself.

The logo of Missguided Home will incorporate the original Missguided logo, inclusive of the font, style and shape. The only significant difference is with the addition of the word Home, placed directly next to Missguided.

BADGE DESIGN The Missguided Home brand badge will also be an extension to Missguidedâ&#x20AC;&#x2122;s original with the addition of the word Home placed within the circle.

FONTS In the same way as its parent brand, Missguided Home will only use two fonts. The most recognisable of the two is Steelfish, which is only used as the title and will always appear in uppercase with 50 pt spacing. All other text will be written in Renogare, this will usually be in sentence case however, when used as promotional text on the website the font will all be in lowercase.

STEELFISH:

ABCDEFGHIJKLMN OPQRSTUVWXYZ

Renogare:

ABCDEFGHIJKLM NOPQRSTUVWXYZ

abcdefghijklmn opqrstuvwxyz

Primary Colours:

BRAND COLOURS The colour range of Missguided Home is consistent with those of the Missguided brand. There are two tiers to the palette, with the primary colours being a range of pinks and monotones whilst the secondary shades are slightly more vibrant and varied.

2337 C Secondary Colours:

7404 U

9285 C

319 C

225 C

698 C

3 24 21

MARKET

OVERVIEW Missguided Home is entering a highly competitive and challenging market. There are competitors in almost every aspect of retail ranging from interior specialists to grocery supermarket collections, meaning the competition for consumers is important for the success of Missguided Home. As of 2015 there were 27 million households in the UK contributing to the homewares market, with a spend of £27.2 million on buying for their homes. This is forecasted to grow by 3% per year, to £31.4 billion by 2020 (Westgarth, 2016). In particular, with accessorising the home, the market has been described as buoyant by a number of analyst, growing by +32.6% from £6.44 billion to £8.54 billion over 2011-15” (Westgarth, 2017). It is imperative when entering the market to ensure the product meets the demands of the target consumers to be successful. In the case of Missguided Home, ensuring the product is of Missguided’s style and to the customers’ expectations in terms of the correct balance between style, quality and price.

COMPETITORS Missguided Home is stylish, on trend and affordable, offering interior accessories and homewares to suit a variety of tastes. The positioning of the brand is based upon having the exact balance between style, quality, design and price. In terms of customer preference based on a consumer survey (see appendix 2), Next and IKEA are the most competitive to Missguided Home when considering style and design, with Zara Home and The Range following closely behind. Whereas, quality and price finds supermarket collections such as Asda Living and Sainsbury’s as well as Matalan to be amongst Missguided Home’s competitors.

POSITIONING The positioning of Missguided Home amongst competitors has been based on the price and quality of the products each offer. At the high end of both quality and price is Zara Home and Next whereas at the low end of quality and price is Primark ad Morrisonâ&#x20AC;&#x2122;s. The competitors that are most in-line with Missguided Home in terms of quality and price is Sainsburyâ&#x20AC;&#x2122;s and Matalan.

High Price

Low Quality

High Quality

Where competitors may offer a better quality for a higher price, Missguided Home will offer more stylish and affordable products and other competitors that provide cheaper items but with compromised design or style will be competed with a greater quality and fresher styles. This will ensure that consumers consistently choose Missguided Home, and as a brand remain above its competitors in every aspect.

Low Price

CONSUMER

ANALYSIS The huge success of Missguided has been based on a good understanding of the consumers wants and needs. In terms of product, Missguided does well to ensure the design and style are constantly updated and on trend and the price is accessible and affordable for the target consumer. Another important factor that Missguided focuses on is the way in which it communicates and promotes to the consumer, ensuring it speaks the language of the customer and consistently appeals aesthetically. Missguided Home will be reliant on this alongside the trust and respect gained with the consumer by Missguided. Consumer research based on a questionnaire (see appendix 1) found that females aged 16-25 are the most frequent shoppers of Missguided, which is also the case for Missguided Home as these consumers responded most positively to the Missguided Home collection. The survey also found that Missguided Home consumers are most likely to be students or young professionals. As the results of the survey were collected through postings on social media platforms such as Facebook and Twitter, it can be assumed that this would be the most successful method of promotion as it is where the customers can be found. Quality, style, design and price are the most important factors for Missguided customers when shopping for homewares, therefore a focus on these within the marketing and promotion is imperative.

TARGET CUSTOMER Missguided has developed a loyal and trusting customer since the company was established due to the good understanding of their target consumer. The Missguided Home primary target consumer will be like that of its parent brand, mostly consisting of Millennial and Generation Z females, more specifically aged 16-25. The socio-economic group for the target customer is ABC1C2 of the Acorn Grading System, with C1 and C2 making up the largest majority. These consumers can be further defined or classified by Acorn as Category 2: Rising Prosperity, Group D (City Sophisticates) and E (Career Climbers) and also Category 4: Financially Stretched, Group K (Student Life) (CACI, 2014). This is based on the age, occupation, education and location of the consumer, which in the case of Missguided Home is, young, student/professional, educated and living in the city.

SEGMENTATION The Missguided Home primary target consumer will be Millennial and Generation Z females, more specifically aged 16-25. These consumers are internet savvy and digitally adapted, who are active on social media and take an interest in fashion and emerging trend. Due to the age range of the primary target consumer the majority are mostly students or young professionals and are therefore likely to be living with parents, in student accommodations or moving into their first rented properties. This would also imply that the consumer will have a limited disposable income therefore a more affordable product would suit this consumer best. The consumer will take care in their appearance and will look for influence through social media, blogs

and peers. It can be therefore assumed that the consumer will respond to advertising and influences made through social media and bloggers as it is found to be the most successful method for Missguided and its competitors. The primary target consumer of Missguided Home will be young and sociable, often spending a large part of their spare time socialising with friends by visiting bars, clubs and restaurants. When not socialising at these locations, the consumer is likely to be in the company of friends and entertaining at their home, such as having social gatherings or takeaways. Due to this, the target consumer will take interest in the appearance of their homes and what others may think of it.

DEMOGRAPHIC PROFILE Liv Age: 19 Status: Single Occupation: Student Location: Bristol Interests: Fashion, beauty, socialising, visiting bars, social media.

Issy Age: 23 Status: Single Occupation: Junior Marketing Executive Location: London Interests: Fashion, visiting restaurants, catching up with friends and relatives, cooking and fitness.

Liv is a young, lively and sociable woman currently in her second year of university studying Psychology. She relocated to Bristol for her studies as she prefers to live in a big city, compared with the home town she grew up in. She surrounds herself with a large group of friends and tends to socialise within this group by visiting bars, clubs and student events. Alongside her studies, she works part time in a bar located in the centre of Bristol.

Issy is a young professional living the heart of the city. She thrives in fast paced environments; therefore, Manchester was the perfect location for her to settle when she graduated. Issy is currently working as a Junior Marketing Executive for a respectable digital marketing agency. She took on the role shortly after finishing her studies and is hoping to progress within the company. Most of her friendships were formed through this company and she often socialises after work and on weekend with this group; visiting bars and restaurants.

Fashion and style are important to Liv and she spends a lot of her spare time browsing social media and online shopping for inspiration and tends to use her spare money on new clothing and makeup. When Liv isnâ&#x20AC;&#x2122;t visiting bars or clubs, she will often socialise in more personal spaces such as her home or the homes of others. Due to this, she takes pride in the appearance of her room and how it is perceived by others, therefore Liv will use homewares and accessories to make the best of her environment. Once graduated, Liv has plans on going traveling around the world before returning to England to pursue a career in the field of Psychology.

Issy has always taken pride in the way she looks and is constantly scouting for the next trends and styles. She takes inspiration from her peers and social media platforms such as Instagram for all aspects of this, such as health, beauty, fitness and fashion. One of her favourite pastimes is searching Pinterest for inspiration on new recipes, home interiors and DIY crafts. Although Issy loves her life in Manchester, she does often travel back home to visit her family and closest friends with plans of moving back there in later years.

MARKETING

PRODUCT Missguided Home will be an online homewares destination for both customers who admire the brand and its style or new customers who want to try Missguided within their homes. The new collection is named ‘Missguided Home’ as it is an extension on to the original brand and will provide homewares and accessories following the Missguided style. Each product within the collection will reflect the customers wants and needs and suit the style expected of Missguided products. The collection will span across four main categories: Bedroom, Bathroom, Living and Kitchen. The products will range between minimal, ‘basic’ items, to more fun, exciting and seasonal pieces, meaning the consumer can tailor the collection to suit their own personal style. According to Mintel research, consumers tend to buy more than one home accessory at a time, therefore collections will be included within the full range, that share theme, style, colour, pattern or fabrics. This will enable consumers to shop matching items whilst also encouraging link sales and a higher unit per transaction.

PRODUCT RANGE Bedroom: Bed sets, bottom sheets, pillow cases, cushions, blankets, throws, desk ornaments, door stops. Living: Picture Frames, novelty gifts, stationary, candles/home fragrance, small lamps/lanterns, artificial flowers, fairy lights, wall art.

PRICE The price and affordability of products is an important factor in purchase decisions for homeware consumers, therefore Missguided Home should ensure that products are priced in line with the expected price margins. Generally, this is between ÂŁ1-ÂŁ50, however, some occasional items may exceed this margin. This will maintain the positioning amongst competitors, ensuring that quality for money is consistent and does not exceed the price expectations of customers, whilst also not losing value of the brand.

PLACE As Missguided began trading and is still primarily based online, the new Missguided Home collection will be most successful on the website. The full product range will be available to both view and purchase on the UK Missguided website, missguided.co.uk. Customers will need to select the ‘Home’ category in the drop down Menu located on the top left hand corner of the home screen. When hovering over the ‘Home’ category, subcategories will become available to select from, which will navigate to the customers desired range.

The collection will also be available on the Missguided app which is available for download from the Apple and Android App stores. Additionally, customers will be able to view the collection on the dedicated social media platform in which each account will have a direct link to the ‘Home’ category of the Missguided website. Future developments may expand further into the International market, Missguided stores, Concessions and the ASOS Missguided range.

PROMOTION SOCIAL MEDIA In order to successfully promote Missguided Home to the target consumer, strategic campaigns will be launched to advertise the new collection. This will be communicated by using a combination of appealing aesthetics, desirable product shots and ensuring the customers language is used to relate with the consumers. The promotion of Missguided Home will consist of a Social Media Campaign, Advertising Campaign, Launch Event and Email Marketing. This will ensure that all channels of advertising are utilised and every opportunity to connect with the consumer is achieved.

The social media campaign will run across the four main channels of Instagram, Twitter, Facebook and Snapchat. In a consumer survey, this has been found to be the most useful form of promotion for Missguided. Sister accounts will be made for each platform, named as @missguidedhome. The accounts will share sneak peaks of the collection before the launch and updates of new or popular products post launch, as well as any promotional activity, information, behind the scenes, exclusive content and competitions. The accounts will be continuously updated to sustain interest and ensure a wide reach is achieved.

ADVERTISING CAMPAIGN Promoting the collection to a new audience or those that are not able to access other methods of promotion will be reached through an advertising campaign. The main elements of the advertising campaign will be through print, outdoors, animated ad banners, an online lookbook and emails.

The print advertisements will be in consumer, fashion and celebrity magazines and newspapers. They will feature promotional images linked with the lookbook and details on how the collection can be viewed such as the website address, social media account and promotional hashtags.

Outdoor advertisements will be placed in locations where the target market is likely to see it, for example around or near university campusâ&#x20AC;&#x2122;, train and bus stations and in and around shopping centres. The external advertisements will also feature promotional images from the lookbook and give indication on where Missguided Home can be accessed as well as any promotional activity currently in place, such as competitions or discounts.

The online lookbook will be at the centre of all promotional activity as this is where the whole campaign can be viewed. The lookbook will be visible at the top of the Missguided home page for one week after the launch of the collection and will then be moved further down the page. The campaign on the home screen will flick between three promotional images and have two links, one to view the full campaign and another to view the collection. The full campaign will be formatted as an online book, with the options to turn pages.

Email marketing will be a promotional method used to inform subscribed customers of the new Missguided Home collection. The emails will include new or trending information regarding the Missguided Home collection and further used for promotional updates such as competitions and discounts. The first email that will be sent out to subscribed consumers will feature the campaign image and further follow up emails will remind the consumer of the countdown till the launch. As the collection nears its launch date, customers will be given a preview of the collection and priority to purchase from the newly launched products.

LAUNCH EVENT The launch event will be online but will be the moment in which customers will have first access to the new Missguided Home collection. The build up to the event will begin one week before launch with the advertising and social media campaigns being dispersed as coming soon alongside a launch date. The website home page will feature a countdown clock which will run right up to the launch event to build anticipation but also keep customers informed of exactly when the launching will take place. The main event will give customers the chance to win prizes, discounts and exclusive access to the new collection when they enter their name and email address within the first hour of the launch. The main prize will give one customer the chance to win everything in the Missguided Home campaign with runner up prizes of 5x ÂŁ50, 10x ÂŁ20 and 30x ÂŁ10 vouchers. Other prizes will include various discounts, free next day delivery and free gifts with purchase.

PEOPLE The success of Missguided Home is based on how it will be communicated to the target consumer and ensuring the collection is constantly in the view of potential customers. As it has been established that a large proportion of consumers are active social media users who take inspiration from visual platforms such as Instagram and Pinterest, it is important that Missguided Home is visible on a wide scale amongst these. The main people involved with the promotion of Missguided Home will be social media influencers and bloggers as they have a large following and consumers tend to respond well to this form of promotion. The influencers will be mostly found on Instagram, Twitter, Pinterest, Blogs and Youtube. Examples of some of the influencers that will be used for the promotion of Missguided Home include Em Sheldon, who has a wide reach of 76K followers which is continuously growing. Her specialties are described as Fashion, Travel, Fitness, Beauty and Life blogging and she has won numerous awards for her expertise. Ellie of the blog ‘The Elle Next Door’ will also be promoting the collection on both her blog and social media accounts. Ellie currently has 37K followers and her specialities are described as Style, Travel, Beauty and Lifestyle. As both influencers are female and based in the UK, this makes them more relatable to the consumer and therefore will have a greater means of communication.

PROCESSES Consumers will be able to receive the products in the same way as is originally in place for Missguided products. This will be as an online delivery process or click and collect as this is the most convenient and efficient way of receiving purchased online goods. The cost of shipping will be dependent on how quickly the consumer wishes to receive the order or the total cost of the purchase. Specifically broken down as: Click and Collect £1.99 or Free when over £60, £3.99 standard delivery (3-5 working days), £5.99 next day delivery and Weekend delivery. Returns and exchanges of most products will be available within two weeks of receiving the goods providing they are in re-sellable condition and proof of purchase is retained. The returns process will be free of charge with the exception of refunds in which the cost of postage will be deducted from the returned amount.

PHYSICAL EVIDENCE Missguided Home products will be packaged and delivered in a mailing bag ranging in different sizes or for more fragile items, the products will be packaged in boxes with protective materials to prevent breakages. The design of the packages will be consistent with the campaign, using the two promotional images printed to the exterior of the mailing bag/box with the brand badge printed clearly. Included within the packaged products will be a receipt detailing all items and their cost, the total cost of the order and all information regarding returning/exchanging items, complaints or general enquiries. Each package will also contain a printed copy of the Lookbook and information on how the consumer can continue to follow the brand such as social media and the website. Occasionally, marketing or PR materials of third party organisations that may be useful to the consumer will be included.

CONCLUSIONS

CONCLUSION Missguided Home is the next logical extension for Missguided in creating a brand that can offer a full lifestyle. In ensuring that the collection is successful, the brand must stay loyal to its values and ensure that it remains within the customers wants and needs. Missguided Home is entering a very exciting and prospective market, with the ability to explore and expand within it, therefore the brand must always remain current and relevant to ensure interest is never lost to competitors. It must be considered that consumer research was limited, as a Missguided Home collection has not been launched yet and therefore consumer reception is only the prospective opinions of the survey respondents. It must also be recognised that the competitor analysis is correct as of this date of publishing and may not be accurate at the time of the Missguided Home launch. Missguided Homeâ&#x20AC;&#x2122;s key strength and ultimate advantage over the competitors is its affordability whilst maintaining quality, style and design throughout every product. By ensuring that this is consistent and constantly within the consumers means, the brand should face no threats amongst competitors. This should remain the case even if other pureplays enter the homewares market, as the brand builds customer loyalty. The new collection has an exciting future ahead, which is projected to be of great success and many possibilities for expansion.

FUTURES Missguided Home has the potential for an extremely successful future, with many possibilities to explore. As detailed in the SWOT analysis (see appendix 3), the strengths of the Missguided Home collection outweigh the weaknesses and the brand has some excellent opportunities to expand on. Missguided Home will be launched online only as a starting point, however, once the new collection has reached the set goals through online retailing, the collection will then be made available in the Missguided stores and concessions, with the possibility of a flagship Missguided Home store. Providing the collection is received well in the UK market, Missguided Home has the potential to follow in its parent brands footsteps by exploring the international market. Firstly, offering international delivery from the UK website and further establishing regional websites for a variety of countries. This can then be further explored to combine both futures and launch the Missguided Home collection in international concessions.

REFERENCES

About Missguided - Forward Thinking Online Fashion. (2017). Missguided.co.uk. Retrieved 13 April 2017, from https://www.missguided.co.uk/about/ CACI. (2014). The Acorn User Guide (1st ed., pp. 28-37 & 60-64). CACI. Retrieved from http://acorn.caci.co.uk/downloads/Acorn-User-guide.pdf Hounslea, T., & Geoghegan, J. (2016). Timeline: Charting the meteoric rise of Missguided. Drapers. Retrieved 23 April 2017, from https://www.drapersonline. com/news/timeline-charting-the-meteoric-rise-of-missguided/7016983. article

missguideds-nitin-passi-is-taking-it-to-the-street/5075873.article the Elle next door. (2017). the Elle next door. Retrieved 22 April 2017, from http:// www.theellenextdoor.com Westgarth, J. (2017). Accessorising the Home - UK - January 2017. London: Mintel. Retrieved from http://academic.mintel.com/display/792273/ Westgarth, J. (2017). Consumer Trends, Attitudes and Spending Habits for the Home. Mintel. Retrieved from http://academic.mintel.com/display/792415/

Retail Economics. (2016). UK Homewares Sector Report (pp. 1-4). Retrieved from http://www.retaileconomics.co.uk/download/Sample%20-%20UK%20 Homewares%20Sector.pdf Sheldon, E. (2017). Emtalks. Emtalks.co.uk. Retrieved 22 April 2017, from http:// www.emtalks.co.uk Stocker, K., & Hounslea, T. (2015). The Drapers Interview: Missguided's Nitin Passi is taking it to the street. Drapers. Retrieved 22 April 2017, from https:// www.drapersonline.com/business-operations/digital-/the-drapers-interview-

APPENDICES

APPENDIX ONE CONSUMER SURVEY

APPENDIX TWO SWOT ANALYSIS

APPENDIX THREE Attention

• Promotional imagery to catch attention of consumer • Always writing in the language of the customer to create rapport and engagement • Use appealing titles and catchy taglines to grab attention of customers • Ensure that products look desirable in imagery

Desire

• Bloggers and influencers will be issued with press packs and samples to talk about on their platforms • Product copy on websites will ensure to detail features and benefits • Social Media accounts of Missguided Home will constantly update with inspiration to drive desire

APPENDIX FOUR

Interest

• By ensuring that imagery allows consumers to imagine the products in their own homes • The pricing strategy will interest the customer as the product quality will be sustained even though the cost is affordable.

Action

• Use language that will imply to buy • Persuade consumers to follow through with purchase by reminding them of their baskets or recently viewed items

Pest

Economical

Social

Technological

Since the departure of Britain from the EU was announced, the currency has been up and down. This has a number of repercussions, the relevant one being on the housing market. This is causing a rise in rented properties as opposed to buying, which has caused a rise on home accessorising as people ‘improve not move’.

Similarly to political, the economy has been in some uncertainty over the past year which has caused some significant changes in spending habits. People have become far more likely to spend on disposable items rather than investment pieces as the future economy of the UK is still not certain.

Consumers are becoming more selective and conscious of what they spend money on, which could have both positive and negative effects for Missguided Home. Positive in that the low cost for good quality will draw the consumer in. Negative because consumer may want to invest in something more practical or durable. However, due to the target consumer being of 16-25 and likely to be a student or young professional, the likelihood is they would more inclined to invest with Missguided Home to its disposability.

Technology will be at the forefront of all Missguided Home promotion and retailing; therefore the technological factor will have a positive effect on the business. Especially considering that the target consumer is of the highest usage of technology.