PRESS PACK 1
INTRODUCTION “hey you� UNIVERSITY OF HUDDERSFIELD School of Art, Design and Architecture Department of Design
Missguided Home is the newest extension to Missguided, bringing fierce and fashionable homewares collection to suit all styles. The collection will provide a range of carefully designed and style focussed products ranging from beautiful bed sheets to eccentric accessories, it will provide females with everything they need to decorate the home. Following the huge success of the parent brand, Missguided, and the many brand extensions already established, this is the next logical step for the company. In recent years, there has been some increase on the demand for homewares, and the market has become highly competitive. Missguided Home will differentiate from the competitors and offer fast fashioned home accessories at an affordable price, enabling everyone to share the Missguided style within their homes. The collection will be launched in preparation of the Spring/Summer 2018 season, with new lines being released almost daily thereafter.
Final Major Project Missguided Home Press Kit 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
209/05/2017
3
CONTENTS
4
Company Information
1
Press Release
3
Promotional Imagery
5
Product Imagery
7
Media List
11
References
17
5
COMPANY INFORMATION
TARGET CONSUMER female
Fierce and fashionable females is what Missguided Home is all about. The mission is to enable each and every female to be the babe she deserves to be by allowing her to bring channel her style into her home. Missguided Home provides on trend, style focused products that can be incorporated into the home. Missguided is a successful online fast fashion retailer, currently trading over 8 websites and delivering to 150 countries. Founded in Manchester, UK back in 2009, Nitin Passi started with a small e-commerce website focusing solely on womenswear, but has since expanded the product range to include everything from active-wear to bridal. Missguided Home is the next logical step for the brand in providing all a girl could need to fully live the Missguided Lifestyle. @missguidedhome @missguidedhome
16-25
students & young professionals
style, design, quality and affordability
react to changing trends as quickly as they appear
VALUES the go to for home furnishings and interiors
@missguidedhome
March 2009 s EsMissguided wa lford, tablished in Sa Manchester UK
August 2012 n in Announces ow team house design
January 2011 er Best New Etail as d ise Recogn ards Aw ail Et s er by Drap
6
1
March 2014 nt live French Site we
October 2013 nationally in Expands inter US d an a ali str Au
14 November 20 s-size Launches Plu range
April 2014 nOpens first co cession with US Nordstrom
January 2015 e-wear Launches Activ
June 2015 concesOpens first UK , Mane’s idg lfr Se sion in chester
August 2015 product range s nd Exte and nightwear rie ge to lin s sub brand he nc and lau ve Lo Peace &
March 2016 transLaunches new UK to p ap l na actio market
16 September 20 terniLaunches Ma ely ty wear exclusiv through ASOS
May 2016 market Enters bridal le bridal ab rd fo af th wi wear
May 2017 tension of Announces ex guided ss Mi el, sub-lab g 18 Home for Sprin
16 November 20 ion into ns te ex s irm Conf label “Mennew Menswear 17 g rin Sp r nace” fo
2 7
PRESS RELEASE
Missguided to launch Missguided Home for SS18 Tuesday 9th May 2017 Manchester, United Kingdom
-For Immediate ReleaseMissguided are excited to announce the introduction of the new homeware collection, Missguided Home. Set to be launched for Spring Summer 2018, the range will be available to shop through the website, missguided.co.uk and can be followed through our dedicated social media channels. Missguided has received exceptional growth since it was first launched in 2009, with a consistent incline year on year, we therefore believe Spring 2018 is the perfect time to introduce the Home collection to our customers. Missguided CEO & Founder, Nitin Passi explains, “We encompass every aspect of the young, fashion savvy women of today, which should not be limited to clothes. By introducing a home range, the Missguided consumer can enjoy Missguided as a lifestyle, accommodating for all their fashion and interior needs�. The product line will be stylish and affordable with quality and design being at the forefront of every piece. Ranging from bed sets to candles, every product will be desirable and to the consumers wants and needs. Categories have been developed to include basics, through to more playful items, meaning our consumers can mix and match to create their perfect Missguided style. Customers can sign up to the Missguided Home newsletter as soon as Autumn Winter 2017, which will be available on the Missguided website and sent out to current subscribers of the Missguided newsletters. The subscribers will receive previews, behind the scenes and exclusive benefits prior to the launch. The countdown to the launch will commence one week prior, which will be emailed out to signed up customer as well as visible on the Missguided website. This is an exciting time for both the brand and its consumers, as it is not only an extension on the brands development, but the chance for our loyal customers to extend their love of Missguided within their homes. -EndsFor further enquiries please contact; Jade Naylor Head of Press press@missguidedhome.co.uk @missguidedhome www.missguided.co.uk
8
3
9
PROMTIONAL IMAGERY
10
5
11
PRODUCT IMAGERY
12
7
13
14
15
MEDIA LIST Publication
Circulation/ Followers/ Unique Browsers
Readership/ Page Impressions
www.emtalks.co.uk
76, 500
5,514,399
@emshelx
Target Reader
Contact
Reason
Young, sociable women who enjoy fashion, style, beauty, travelling and fitness.
Journalist: Em Sheldon
The blogger has a large, loyal fan following that trust her opinions and ideas on every aspect of her content. Em Sheldon will help promote the products in a natural and non-intrusive way.
Position: Blogger Contact: Emtalks@gmail.com Section: Fashion/ Lifestyle
www.theellenextdoor.com
37, 500
2,400
@ellenextdoor
Young women interested in or seeking change in their fashion, beauty, health and travel.
Journalist: Ellie Position: Blogger Contact: theellenextdoor@gmail.com
A successful blogger who is outspoken and straight to the point. Her content is aimed solely at girls who want nice things and her Instagram following is extremely strong.
Section: Fashion/ Lifestyle Look Magazine (Print)
89,172
191,000
ABC1 Woman aged 1835, median age 26.
Journalist: Chloe Jackson Position: Fashion Editor Contact: chloejanejackson@outlook. com
Magazine targeted at younger readers that fit directly with the consumers of Missguided Home. Content is light and fashion focused.
Section: #trendingnow
16
11
12 17
Publication Metro (London) (Print)
Circulation/ Followers/ Unique Browsers
Readership/ Page Impressions
898,143
1 895 000
Target Reader
Contact
Reason
Urbanites (Adults aged 18 - 44 in full time employment)
Journalist: Ellen Scott
More than half of the readers are 18-44 ABC1 which means there is a significant chance that this media could reach the consumer.
Position: Senior Lifestyle Reporter Contact: @EllenCScott Section: Fashion/ Lifestyle
Glamour (Print)
256,466
415,258
Women aged 18-34
Journalist: Charlotte Lewis Position: Acting Shopping Editor
Targets a younger woman which fits the demographic of Missguided Home.
Contact: glamoureditorialmagazine@ condenast.co.uk Section: Glamour Fashion Metro (Group) (Print)
1,479,270
2,763,000
Reaches a younger demographic- 68% of readers aged 15-44
Journalist: Holly Royce Position: Lifestyle Editor Contact: holly.royce@metro.co.uk
A large readership targeted at a younger reader, distributed widely on public transport which is often used by Missguided Home demographic consumer.
Section: Fashion/ Lifestyle
18
13
14 19
Publication Manchester Evening News (Digital)
Circulation/ Followers/ Unique Browsers
Readership/ Page Impressions
10,855,872
12,400,000
Target Reader
Contact
Reason
Greater Manchester information seekers
Journalist: Lucy Roue
Reaches the consumers who are local to where the company all began, therefore they owe a loyalty to the brand. Also has a massive student presence in the city.
Position: Deputy Business Editor
www.manchestereveningnews.co.uk
Contact: 0161 211 2548 Section: Business
Drapers (Digital)
131,234
280,738
www.drapersonline.com
Multiple and independent clothing and fabrics retailers, buyers, merchandisers, designers, store managers, agents, wholesalers and manufacturers. Anyone working in the fashion industry
Journalist: Tara Hounslea Position: Senior News Reporter Contact: +44 (0)20 3033 4273 tara.hounslea@emap.com
A publication based solely on the Fashion industry and business related news. Trustworthy and Is shareable on social media.
Section: Retail Refinery29 www.refinery29.com
9, 200, 000
12, 900, 000
Refinery29 is a modern woman’s destination for how to live a stylish, well- rounded life. Read on for breaking entertainment news, fashion tips, health, and more.
Journalist: Charlotte Murray Position: Fashion & Beauty Writer Contact: press@refinery29.com Section: Fashion
20
15
Women between 18-34 in college or graduated make up the large majority of the readership, which is directly in-line with the Missguided Home demographic. The articles are shareable on social media extending the readership and visibility.
16 21
REFERENCES
About Missguided - Forward Thinking Online Fashion. Missguided.co.uk. Retrieved 3 May 2017, from https://www.missguided.co.uk/about/ BRAD. (2017). Drapersonline.com. Guardian Media Group Plc (GMG) & Ascential Group & EMAP Publishing Ltd. Retrieved from https://brad.mediatel. co.uk/profile/digital/13313?entityType=4 BRAD. (2017). Glamour (Print). Conde Nast UK. Retrieved from https://brad. mediatel.co.uk/profile/press/11955 BRAD. (2017). Look (Press). Time Inc. Retrieved from https://brad.mediatel. co.uk/profile/press/23454 BRAD. (2017). Manchester Evening News (Digital). Trinity Mirror Plc & MEN Media LTD. Retrieved from https://brad.mediatel.co.uk/profile/digital /5121?entityType=4 BRAD. (2017). Metro (Group) (Print). DMG Media. Retrieved from https://brad. mediatel.co.uk/profile/press/11859 BRAD. (2017). Metro (London) (Press). DMG Media. Retrieved from https:// brad.mediatel.co.uk/profile/press/10413 Hounslea, T. (2016). Timeline: Charting the meteoric rise of Missguided. Drapers. Retrieved 3 May 2017, from https://www.drapersonline.com/news/ timeline-charting-the-meteoric-rise-of-missguided/7016983.article Refinery29.com Audience Insights and Demographic Analytics | Quantcast. (2017). Quantcast.com. Retrieved 3 May 2017, from https://www.quantcast. com/refinery29.com Sheldon, E. (2017). Emtalks. Emtalks.co.uk. Retrieved 3 May 2017, from http:// www.emtalks.co.uk Stocker, K. (2015). The Drapers Interview: Missguided’s Nitin Passi is taking it to the street. Drapers. Retrieved 3 May 2017, from https://www.drapersonline. com/business-operations/digital-/the-drapers-interview-missguideds-nitinpassi-is-taking-it-to-the-street/5075873.article the Elle next door. (2017). the Elle next door. Retrieved 3 May 2017, from http://www.theellenextdoor.com
22
17
18 23
24
www.missguided.co.uk @missguidedhome