MISSGUIDED
LOTTI MARTIN-FULLER
FASHION MARKETING
201038548
WORD COUNT : 708
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CONTENTS BRAND HISTORY
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DEMOGRAPHICS
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GEOGRAPHICS
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PSYCHOGRAPHICS
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BEHAVIOURISTICS
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CUSTOMER PEN PROFILE APPENDIX
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REFERENCES
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ILLUSTRATION LIST
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HISTORY Missguided was founded in 2009 at the height of recession in the UK by Nitin Passi with a £50,000 loan and a “passion for product and endless ambition” (Missguided, 2017). For a business that is only eight years old, it has made an almighty impact on the fashion industry.
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Missguided is a fast fashion multi-channel e-tailer – but this is not only the sector in which it sits but “describes the pace at which the company moves” (Stocker, 2015). 50 new items are dropped daily on the website to keep styles fresh and updated (Missguided, 2017).
The success of the brand has come from Passi’s drive to “empower females globally” (Missguided, 2017). Within the first 6 months of the website going live, it hit £100,000 turnover (Stocker, 2015) – the only way was up for Missguided. 4
CUSTOMER PROFILE DEMOGRAPHICS “OUR MISSION” Missguided has a core brand concept of empowering young generations of females by equipping these millennials with “bold, straight talking and forward thinking fashion” (Missguided, 2017).
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An average shop at Missguided falls mainly within two price brackets, 35% spend between £10-25 whilst 55% spend £26-40 and a mere 10% spend up to £65. This supports the fact that Missguided supply “disposable” “quick solution” garments that “are so cheap you can afford to risk buying them without trying them” (Wood, 2016).
Missguided successfully taps into the generation Y and Z females. My questionnaire supports this – the core target market is 16-30 year olds with a spending power of their own as 70% are still in a form of education, with 60% living at home (with parents). 6
CUSTOMER PROFILE GEOGRAPHICS Missguided delivers to over 150 countries, having eight regional sites including Europe, USA, and even Australia/New Zealand. The site has over 3 million registered users (Ruddick, 2015), and has partnerships with fellow e-tailers such as ASOS. 7
The success of the growth into stores is shown by the ginormous jump in annual revenue from March 2015-16. There was a 34% growth from £87 million to £117 million within the one year (Jahshan, 2016). In this year, international sales accounted for 40% of overall revenue (WallerDavies, 2016).
Being an e-tailer, Missguided didn’t have a physical high street presence which Passi saw necessary – in 2015 Missguided launched into department store Nordstrom in the US (Stocker, 2015). This was followed by the addition of stores in the UK, in Manchester and London and a presence in department stores in Spain and Turkey. 8
CUSTOMER PROFILE PSYCHOGRAPHICS Missguided argue that their customers are “believers, dreamers and doers” (2017), they are iconic strong women with creative expression who are always on the go.
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# BABES OF MISSGUIDED
Missguided create a perfect model of a customer being a single twentysomething travelling with friends and conquering the world as they do it. They have used iconic celebrities to endorse this such as Nicole Scherzinger and Pamela Anderson. ‘Babes of Missguided’ are influenced by social media, street style and popular culture as the generation Z teenyboppers are heavily invested in bloggers and social media apps like Instagram. 10
CUSTOMER PROFILE BEHAVIOURISTICS
According to my questionnaire, 50% of customer’s shop at the store once a month, 40% every few months and only 10% on a weekly basis. Furthermore, shoppers said that they often used the website to browse new styles of clothing before purchasing elsewhere in shops like Topshop.
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Missguided customers are easily persuaded by sales incentives and student discount offers as their core market are students and young adults who don’t have as much disposable income as mature working women.
Out of my sample group, 70% were single, and 30% in relationships. The singletons said as a past time they enjoyed partying and travelling with friends which coincides with Missguided’s brand aesthetic. This is also supported as 80% said they shopped for evening/partywear at Missguided.
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PEN PROFILE
This is Sarah, she is 21, single and lives in Buckinghamshire in England. Sarah loves fashion so much she studied fashion retail at university and is a successful blogger. Missguided is her favourite brand as it is cheap and fashionable, it was her go-to brand when studying and on a budget – it feeds her “self-confessed shopaholic” mind-set (That Pommie Girl, 2017).
Sarah loves to spend her spare time on social media outlets like Instagram and Tumblr, always looking for new outfit inspirations. On the weekend, Sarah can be found with her gal pals in swanky cocktail bars in central London wearing a skintight midi bodycon dress and heels, documenting the whole night ahead for future blog posts.
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APPENDIX As part of my primary research I conducted a questionnaire and posted it on my social media channels in order to get a wide range of valid responses from all ages. My sample size is 20 people. 1. How often do you shop at this store? • Daily • Once a week 2 • Once a month 10 • Every few months 8 • Yearly • Never 2. What age bracket are you in? • 12-17 7 • 18-23 12 • 24-30 1 • 30-35 • 35+ 3. In which area do you reside? • Suburbs 6 • City Centre 3 • City Outskirts 8 • Countryside 3 • On the Coast • Other (Please Specify)
4. Do you more commonly browse or buy? • Browse 6 • Buy 5 • Both 8 • Neither 1 5. When you shop at this store how much do you usually spend? • £10-25 7 • £26-40 11 • £41-65 2 • £66-100 • £100+ 6. What influences you to shop here? • Bloggers 5 • Magazines • Advertisement 3 • Social Media 6 • Word of mouth • Sales Incentive 6
7. What type of clothing do you look for in this store? • Work wear • Everyday/casual 2 • Evening/Partywear 18 • Sportswear • All of the above 8. What is your relationship status? • Single 16 • Relationship 3 • Married • Dating • Other (Please Specify) 9. Do you find yourself shopping more during sale periods as opposed to full price? • Yes 8 • No 2 • Shop during both 10 10. Do you live with your parents? • Yes 12 • No 8 14
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REFERENCES Endole. 2016. Missguided limited - company information. [Accessed 28 February 2017]. Available from: https://www.endole.co.uk/company/03235904/missguided-limited. Missguided. 2017. About Missguided - forward thinking online fashion. [Accessed 28 February 2017]. Available from: https://www.missguided.co.uk/about/#. Ashcroft, S. 2017. That Pommie Girl : About me. [Accessed 28 February 2017]. Available from: http://www.thatpommiegirl.com/p/blogpage.html. Jahshan, E. 2016. Missguided smashes revenue and growth records. [Accessed 28 February 2017]. Available from: https://www.retailgazette.co.uk/blog/2016/12/missguided-smashes-revenue-and-growth-records. Ruddick, G. 2015. Nicole Scherzinger helps fashion retailer Missguided grow sales 70pc. The Telegraph. 8 April. [Accessed 28 February 2017]. Available from: http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/11523292/Nicole-Scherzinger-helpsfashion-retailer-Missguided-grow-sales-70pc.html. Stocker, K. 2015. The drapers interview: Missguided’s Nitin Passi is taking it to the street. [Accessed 28 February 2017]. Available from: https://www.drapersonline.com/business-operations/digital-/the-drapers-interview-missguideds-nitin-passi-is-taking-it-to-thestreet/5075873.article. Waller-Davies, B. 2016. Missguided sales rocket but investment hits profits. [Accessed 28 February 2017]. Available from: https://www.retail-week.com/sectors/fashion/missguided-sales-rocket-but-investment-hits-profits/7016478.article. Wood, Z. 2016. Young, quick and very hip: Missguided and PrettyLittleThing hit the big time. The Guardian. 20 December. [Accessed 28 February 2017]. Available from: https://www.theguardian.com/business/2016/dec/17/missguided-pretty-little-thing-hit-big-timefast-fashion-generation-z. 15
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ILLUSTRATION LIST Page 1: Missguided. 2017. Missguided logo. [Online]. [Accessed 1 March 2017]. Available from: https://www.missguided.co.uk/blog/mghq/missguided-westfield-store-tour/ Page 2: Missguided. 2017. [Online]. [Accessed 1 March 2017]. Available from: https://www.missguided.co.uk Missguided. 2017. [Online]. [Accessed 1 March 2017]. Available from: https://www.missguided.co.uk Pinterest. 2017. Marble. [Online]. [Accessed 1 March 2017]. Available from: https://uk.pinterest.com/pin/528961918712050034/ Page 3: Missguided. 2017. [Online]. [Accessed 1 March 2017]. Available from: https://www.missguided.co.uk Missguided. 2017. [Online]. [Accessed 1 March 2017]. Available from: https://www.missguided.co.uk Missguided. 2014. I Want Candy. [Online]. [Accessed 1 March 2017]. Available from: https://www.missguided.co.uk/blog/photoshoots/iwant-candy/ Pinterest. 2017. [Online]. [Accessed 1 March 2017.] Available from: https://www.pinterest.com/alicewilloughby/x/ Page 4: Jones, L. 2016. Arvida Byström Shoots Pamela Anderson For Missguided SS16. [Online]. [Accessed 1 March 2017]. Available from: http://www.oystermag.com/arvida-bystrom-shoots-pamela-anderson-for-missguided-ss16 Page 5: Missguided. 2017. SS17 Guide. [Online]. [Accessed 1 March 2017]. Available from: https://www.missguided.co.uk/universe/feature/ss16guide# Missguided. 2017. [Online]. [Accessed 1 March 2017]. Available from: https://www.missguided.co.uk Missguided. 2017. [Online]. [Accessed 1 March 2017]. Available from: https://www.missguided.co.uk Pinterest. 2016. [Online]. [Accessed 1 March 2017]. [Available from: https://uk.pinterest.com/pin/41165784074219070/ Page 6: Missguided. 2017. [Online]. [Accessed 1 March 2017]. Available from: https://www.missguided.co.uk Missguided. 2017. SS17 Guide. [Online]. [Accessed 1 March 2017]. Available from: https://www.missguided.co.uk/universe/feature/ss16guide# Instagram. 2017. Missguided. [Online]. [Accessed 1 March 2017]. Available from: https://www.instagram.com/missguided/?hl=en Instagram. 2017. Missguided. [Online]. [Accessed 1 March 2017]. Available from: https://www.instagram.com/missguided/?hl=en Page 7: Instagram. 2017. Missguided. [Online]. [Accessed 1 March 2017]. Available from: https://www.instagram.com/missguided/?hl=en 16
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ILLUSTRATION LIST Instagram. 2017. Missguided. [Online]. [Accessed 1 March 2017]. Available from: https://www.instagram.com/missguided/?hl=en Instagram. 2017. Missguided. [Online]. [Accessed 1 March 2017]. Available from: https://www.instagram.com/missguided/?hl=en Instagram. 2017. Missguided. [Online]. [Accessed 1 March 2017]. Available from: https://www.instagram.com/missguided/?hl=en Instagram. 2017. Missguided. [Online]. [Accessed 1 March 2017]. Available from: https://www.instagram.com/missguided/?hl=en Pinterest. 2017. Marble. [Online]. [Accessed 1 March 2017]. Available from: https://uk.pinterest.com/pin/528961918712050034/ Page 8: Missguided. 2017. [Online]. [Accessed 1 March 2017]. Available from: https://www.missguided.co.uk Page 9: Instagram. 2017. Missguided. [Online]. [Accessed 1 March 2017]. Available from: https://www.instagram.com/missguided/?hl=en Skye, L. 2016. Packaging Over Product? [Online]. [Accessed 1 March 2017]. Available from: http://www.lovelanaskye.com/2016/06/packaging-over-product.html Missguided. 2017. Missbrided. [Online]. [Accessed 1 March 2017]. Available from: https://www.missguided.co.uk/campaign/missbrided# Page 10: Instagram. 2017. Missguided. [Online]. [Accessed 1 March 2017]. Available from: https://www.instagram.com/missguided/?hl=en Page 11: Instagram. 2017. Missguided. [Online]. [Accessed 1 March 2017]. Available from: https://www.instagram.com/missguided/?hl=en Missguided. 2014. I Want Candy. [Online]. [Accessed 1 March 2017]. Available from: https://www.missguided.co.uk/blog/photoshoots/iwant-candy/ Pinterest. 2017. [Online]. [Accessed 1 March 2017]. Available from: https://uk.pinterest.com/pin/395050198545539390/ Page 12: Missguided. 2017. The Hangover Club Lookbook. [Online]. [Accessed 1 March 2017]. Available from: https://www.missguidedus.com/universe/lookbook/hangover-club Page 13: Instagram. 2017. Sarah Ashcroft. [Online]. [Accessed 1 March 2017]. Available from: https://www.instagram.com/p/BLMZIWwBBFP/?taken-by=sarahhashcroft That Pommie Girl. 2017. High Key. [Online]. [Accessed 1 March 2017]. Available from: http://www.thatpommiegirl.com/2017/01/highkey.html That Pommie Girl. 2016. Pretending Its Still Summer. [Online]. [Accessed 1 March 2017]. Available from: http://www.thatpommiegirl.com/2016/11/pretending-its-still-summer.html That Pommie Girl. 2016. Shake Your Pom Poms. [Online]. [Accessed 1 March 2017]. Available from: http://www.thatpommiegirl.com/2016/10/shake-your-pom-poms.html 17
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