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==Digital Marketing==
==Digital Marketing==
Given how Missguided is fully established as an online fashion retailer, the need for an online social media presence is especially necessary given their target consumers. They undertake the approach of using multiple platforms of social media to promote their products as well as their brand values. Missguided’s promotions spans across Facebook, Twitter, Instagram and Snapchat as well as the traditional outlets of advertising such as television and paid sponsorships. Given that Missguided has over 400,000<ref>{{cite web|url=https://twitter.com/Missguided|website=Twitter|accessdate=9 March 2018}}</ref> twitter followers and over 2 million instagram<ref>{{cite web|url=https://www.instagram.com/missguided/?hl=en|website=Instagram|accessdate=9 March 2018}}</ref> followers, social media marketing is their most effective form of digital marketing. Missguided actively engage with their customers on Twitter and Instagram, providing an individual experience and using their followers to understand what it is they want and expect from the brand.
Given how Missguided is fully established as an online fashion retailer, the need for an online social media presence is especially necessary given their target consumers. They undertake the approach of using multiple platforms of social media to promote their products as well as their brand values. Missguided’s promotions spans across Facebook, Twitter, Instagram and Snapchat as well as the traditional outlets of advertising such as television and paid sponsorships. Given that Missguided has over 400,000<ref>{{cite web|url=https://twitter.com/Missguided|website=Twitter|accessdate=9 March 2018}}</ref> twitter followers and over 2 million instagram<ref>{{cite web|url=https://www.instagram.com/missguided/?hl=en|website=Instagram|accessdate=9 March 2018}}</ref> followers, social media marketing is their most effective form of digital marketing. Missguided actively engage with their customers on Twitter and Instagram, providing an individual experience and using their followers to understand what it is they want and expect from the brand.

In 2015 Missguided promoted a digital campaign that encouraged social media engagement titled ‘#can’t is a bad word’, this campaign allowed misguided customers to actively participate in the campaign and incorporated the user generated content into official advertising channels. The creative featured a mash up of known influencers promoting their new season party wear with customer videos weaved throughout.

In November 2017 Missguided launched the ‘Make your Mark<ref>{{cite web|title='Make your Mark'|url=www.missguided.co.uk|website=Missguided|publisher=MISSGUIDED LTD|accessdate=8 March 2018}}</ref>’ campaign that centred around promoting body positivity across all forms of social media using the hashtag ‘make your mark’. The campaign not only featured a variety of different models of different sizes and body shapes, but all of the images used in the campaign where deliberately not retouched and not photoshopped.
In November 2017 Missguided launched the ‘Make your Mark<ref>{{cite web|title='Make your Mark'|url=www.missguided.co.uk|website=Missguided|publisher=MISSGUIDED LTD|accessdate=8 March 2018}}</ref>’ campaign that centred around promoting body positivity across all forms of social media using the hashtag ‘make your mark’. The campaign not only featured a variety of different models of different sizes and body shapes, but all of the images used in the campaign where deliberately not retouched and not photoshopped.


Revision as of 12:56, 13 March 2018

Missguided is a UK-based multi-channel retailer selling clothes aimed at 16-35 year old women. The company's collections include tall, petite, lingerie and nightwear ranges.[1] Sales for the financial year ending March 31, 2017 were £206 million, growing 75% year-on-year.[2] Missguided's headquarters were in Salford, Manchester for most of 2015, but have since moved to Trafford Park where the company claims to have the 'coolest office in the world'.[3][4]

Missguided have also launched a menswear brand called Mennace, delivering worldwide through their website.[5]

History

Missguided was first established in 2009 by Nitin Passi who remains the sole owner of the company.[6]

Since its launch, the online retailer has experienced rapid growth in the UK [7][8] and has expanded into USA, Australia, France and Germany.[9] In 2015, the company signed a seven-year deal with XPO (formerly Norbet Dentressangle) to manage its international e-Fulfilment operation.[10]

In March 2015 Missguided launched a collection in US department store Nordstrom through both their online and in store channels, followed by a concession at Selfridges Trafford Centre in June 2015.[11] In November 2015, the second UK bricks-and-mortar store was opened within Selfridges Manchester Exchange Square and the third was opened in Selfridges in Birmingham in March 2016.[12]

Missguided also partnered with ASOS.com in May 2015, and currently sells over 900 pieces through the online retailer.

During September 2015, the company introduced tall and petite lines which each featured around 70 pieces each, following its plus size collection in November 2014.[13] For Winter 2015 the company launched a range of collections including lingerie, nightwear, a new denim collection as well as a premium collection called Peace & Love.[14]

In November 2015, Missguided launched a 'social TV' campaign with Mediacom Manchester.[15] The platform incorporated real-time user generated content into advert breaks and was a UK TV advertising first.[16]

Missguided launched a shopping app for iOS in March 2016, which included a Tinder-inspired tab called 'swipe to hype'.[17]

In May 2016, Missguided launched a range of wedding dresses. The collection was made up of 19 pieces for brides and bridesmaids.[18]In September 2017, Missguided announced the launch of brother label Mennace with online & pop-up physical stores.[19]

Collaborations

In March 2014, Missguided marked its fifth birthday with a collaboration with singer Nicole Scherzinger. The 40-piece collection was designed by Nicole and shot in LA.[20] This collaboration extended over two seasons with the second collection launching for AW14.[21] CEO Nitin Passi says sales increased 35% month on month following their collaboration with Nicole Scherzinger last year.[22]

May 2015 saw a collaboration between Missguided and R&B singer Pia Mia.[23] Mia became the face of Missguided's SS15 campaign which was shot in Los Angeles.[24]

In March 2016, the womenswear label announced that Pamela Anderson would front their SS16 collection.[25][26] The campaign was shot by Swedish photographer Arvida Byström,[27] and celebrates confidence and empowering women, a concept dreamt up by creative director and stylist Soki Mak.[28]

A Bikini A Day bloggers Tash Oakley and Devin Brugman collaborated with Missguided in May 2016 to launch a new swimwear line.[29] The 60-piece collection is made up of bikinis, swimsuits and cover ups and was shot in Palm Springs.[30]

In September 2016, the brand announced a campaign collaboration with American model and singer Amber Rose.[31] The brand also launched collections with top-tier bloggers and influencers, including Carli Bybel[32], Caroline Receveur[33], Sarah Ashcroft[34] and Alexis Ren. November 2016 saw Missguided launch its first flagship store in Westfield Stratford, London.[35]

In 2017, Missguided launched a collection with British supermodel Jourdan Dunn. [36]The second season of the collection will launch later this year.[37]

Digital Marketing

Given how Missguided is fully established as an online fashion retailer, the need for an online social media presence is especially necessary given their target consumers. They undertake the approach of using multiple platforms of social media to promote their products as well as their brand values. Missguided’s promotions spans across Facebook, Twitter, Instagram and Snapchat as well as the traditional outlets of advertising such as television and paid sponsorships. Given that Missguided has over 400,000[38] twitter followers and over 2 million instagram[39] followers, social media marketing is their most effective form of digital marketing. Missguided actively engage with their customers on Twitter and Instagram, providing an individual experience and using their followers to understand what it is they want and expect from the brand.

In 2015 Missguided promoted a digital campaign that encouraged social media engagement titled ‘#can’t is a bad word’, this campaign allowed misguided customers to actively participate in the campaign and incorporated the user generated content into official advertising channels. The creative featured a mash up of known influencers promoting their new season party wear with customer videos weaved throughout.

In November 2017 Missguided launched the ‘Make your Mark[40]’ campaign that centred around promoting body positivity across all forms of social media using the hashtag ‘make your mark’. The campaign not only featured a variety of different models of different sizes and body shapes, but all of the images used in the campaign where deliberately not retouched and not photoshopped.

The tagline for the campaign read on the website ‘"We're on a mission to inspire babes the world over to love themselves, for themselves, to embrace your flaws, and to not strive for what the world perceives as perfection. Because f--- perfection, it doesn't exist, We are making a pledge to never retouch our models' perfect 'imperfections' out.[41]”

Missguided have recently been described as ‘giving everyone a lesson in social media marketing’, they have over 400,000 Twitter follows and use social media as a tool to not only promote their brand and new products, but also to connect with their customers and keep up to date with their trends and needs. Their most recent introduction of a ‘jeans and a nice top’ section stemmed from a tweet directed at misguided by a customer in January 2018 stating ‘I wish Missguided had a tab for ‘jeans and a nice top’, to which they responded two weeks later with said section on their website and app. The hashtag ‘babes of missguided[42]’ allows customers to show their looks across social media, and is a featured page on their website, showing how real customer are marketing misguided products, as well as paid models.

The introduction of this new section caused such a hype on social media that it was picked up as a news story by The Sun, Ok magazine and The Daily Mail. Being described as a ‘revolutionary[43]’ change to online shopping.

Given the success of Missguided’s digital campaigns and social media presence, upon the opening of their second concession store in Bluewater shopping centre, they incorporated their digital marketing into the store itself, making it an ‘extension of the brands online expression[44]’.

The store itself promotes ‘instagrammable moments’, with social media ‘playing an integral part of the experience, blurring the lines between the physical and digital whilst creating a two way conversation with the target customer[45]’. Ensuring that the online reputation that Missguided is known for is projected throughout the store acts as an increased incentive for user generated content that has previously made digital marketing campaigns so successful. User generated content provides long term ‘free’ advertising, employing this method of promotion on various social media outlets allows online fashion brands such as Missguided to stay ‘on trend’ and keep up to date with changing styles.

The introduction of the Missguided app further increased their revenue, the application of a ‘tinder’ like swiping feature that picks certain products based on a users previously bought items allows the brand to tailor the users experience to their individual style called 'Swipe to Hype'. “As the retailer’s main demographic is millennial women, the [Swipe to Hype] feature is a smart idea in appealing to them. The experience also showcases products in a more intimate way in which users must engage with the product.[46]”

Awards

Best New Etailer, Drapers Etail Awards 2011[47]

Best Leadership Award, Northern Tech Awards 2014[48]

Entrepreneur of the Year for the North 2014[49]

The Market Entry Award at the Internet Retailing Awards 2014[50]

Number 5 At The Fast Track 100 For The Fatest Growing Private Company By Virgin 2014[51]

MEN Business of the Year Award with Turnover between £50 & £100 Million 2014[52]

Metapack Magic Award, Metapack Delivery Excellence Awards 2015[53]

Best Digital Marketing Campaign, Northern Digital Awards 2015[54]

Best Leadership Award, Northern Tech Awards 2015[55]

Young Retail Entrepreneur of the Year at The World Retail Awards 2015[56]

Best Emerging International Brand at the International Track 200 awards 2015[57]

MEN Business of the Year Award with Turnover between £50 & £100 Million 2015[58]

2015 Best Etailer at Drapers 25th Anniversary Awards[59]

Best Clothes, Shoes & Fashion eCommerce Award at the eCommerce Expo Annual Gala 2015[60]

Pure Play Etailer over £50 Million, Drapers Digital Awards 2016[61]

Fashion E-Commerce Website of the Year at the Northern Ecommerce Awards[62]

E-Commerce App of the Year at the Northern Eccom Awards[63]

E-Commerce Business of the Year at the Digital Entrepreneur Awards[64]

E-fullfilment Transformation Programme at the Retail Week Supply Chain Awards[65]

Digital Entrepreneur Awards – eCommerce Business of the Year 2016[66]

Drapers International Fashion Retailer of the Year 2016[67]

References

  1. ^ Hounslea, Tara (25 August 2015). "Missguided to Launch Lingerie, Petite, Tall and Premium Ranges". Drapers Online.
  2. ^ Stevens, Ben. "Missguided's rRevenues Continue to Sky Rocket". Retail Gazette.
  3. ^ Bell, Alex. "Coolest office in the world?". Mirror. Retrieved 9 September 2015.
  4. ^ Bell, Alex (27 November 2015). "Missguided boss Nitin Passi believes fashion firm's new Salford HQ is 'world's coolest office'". Manchester Evening News.
  5. ^ "Men's Clothes by Mennace". Missguided. Retrieved 1 November 2017.
  6. ^ "About Missguided - Forward Thinking Online Fashion". www.missguidedus.com. Retrieved 2017-12-03.
  7. ^ "Missguided enjoys record revenue growth". The Retail Bulletin. 9 April 2015. Retrieved 16 March 2016.
  8. ^ Ruddick, Graham (8 April 2015). "Nicole Scherzinger helps fashion retailer Missguided grow sales 70pc". Telegraph. Retrieved 13 October 2015.
  9. ^ Rigby, Chloe (9 April 2015). "Missguided to sell in US stores after record year". Internet Retailing. Retrieved 14 October 2015.
  10. ^ Sabharwal, Veebs (24 March 2015). "Missguided preparing for international expansion". Retail Gazette. Retrieved 14 October 2015.
  11. ^ Baldwin, Caroline. "Missguided launches first UK physical presence with Selfridges concession". Retail Week. Retrieved 9 September 2015.
  12. ^ Hounslea, Tara (7 March 2016). "Missguided launches third Selfridges concession". Drapers Online. Retrieved 15 March 2016.
  13. ^ Barns, Sarah (18 November 2014). "Missguided launch plus-size range for fuller figured fashionistas". Express. Retrieved 11 March 2015.
  14. ^ Hounslea, Tara (26 August 2015). "Missguided to launch lingerie, petite, tall and premium". Drapers. Retrieved 6 October 2015.
  15. ^ Binns, Simon (4 November 2015). "Mediacom Manchester launches social TV campaign for Missguided". Prolific North. Retrieved 11 March 2016.
  16. ^ Roue, Lucy (5 November 2015). "Missguided and Mediacom in UK TV advertising first". Manchester Evening News. Retrieved 9 March 2016.
  17. ^ Davis, Ben (3 March 2016). "Missguided launches Tinder-inspired app experience". Econsultancy. Retrieved 16 March 2016.
  18. ^ Cherrington, Rosy. "Missguided launch a budget wedding dress range". Huffington Post. Retrieved 14 July 2016.
  19. ^ Jahshan, Elias (2017-09-27). "Missguided launches brother label Mennace with online & pop-up physical stores - Retail Gazette". Retail Gazette. Retrieved 2017-10-06.
  20. ^ Begum, Shelina (25 February 2014). "X Factor judge Nicole Scherzinger teams up with fashion firm Missguided for new collection". Manchester Evening News. Retrieved 10 October 2015.
  21. ^ London, Bianca (7 October 2014). "Nicole Scherziner is back with her second range for Missguided". Daily Mail. Retrieved 14 October 2015.
  22. ^ Craven, Neil (4 April 2015). "Fashion Boss is growing his firm fast, with a little help from Nicole Scherzinger". This is Money. Retrieved 13 October 2015.
  23. ^ Wilson, Jess (7 December 2015). "Who is Pia Mia? 7 things we know about Kylie Jenner's best friend". OK Magazine. Retrieved 4 March 2016.
  24. ^ Willingham, Jessica (13 May 2015). "The Pia Mia x Missguided Collection is Everything You Need for Summer". Bustle. Retrieved 14 October 2015.
  25. ^ Bacardi, Francesca (21 March 2016). "Pamela Anderson makes a major nostalgia play in Missguided campaign". E Online. Retrieved 21 March 2016.
  26. ^ "Pamela Anderson models in racy video for Missguided". Daily Mail. 21 March 2016. Retrieved 23 March 2016.
  27. ^ Stansfield, Ted (22 March 2016). "Pamela Anderson poses for Arvida Bystrom in new shoot". Dazed Digital. Retrieved 22 March 2016.
  28. ^ "Three Decades since Baywatch, Pamela Anderson revives iconic red swimsuit look for fashion brand Missguided". News.com.au. 22 March 2016. Retrieved 23 March 2016.
  29. ^ "The A Bikini a Day's High Street Swim Line is Here". Look.co.uk. Retrieved 14 July 2016.
  30. ^ "Bronzed bikini bloggers Tash Oakley and Devin Brugman sizzle in racy desert shoot for new swimwear collaboration". Daily Mail. Retrieved 14 July 2016.
  31. ^ Thompson, Martine. "Amber Rose on using clothes as a tool of empowerment". Dazed.
  32. ^ Statz, Augusta. "When Will Carli Bybel x Missguided Be Available?". Bustle.
  33. ^ Brasseur, Gaeton. "Caroline Receveur has created a capsule collection for Missguided". Influenth.
  34. ^ Baxter-Wright, Dusty. "How Sarah Ashcroft turned her Instagram account into a money-making business". Cosmopolitan.
  35. ^ Roberts, Lauretta. "Missguided unveils first standalone store in Westfield Stratford". The Industry.
  36. ^ Hardy, Alyssa. "Jourdan Dunn's Take on Diversity in Fashion Is What We All Need to Hear". Teen Vogue. Retrieved 2017-03-24.
  37. ^ "Missguided Instagram". Missguided.
  38. ^ Twitter https://twitter.com/Missguided. Retrieved 9 March 2018. {{cite web}}: Missing or empty |title= (help)
  39. ^ Instagram https://www.instagram.com/missguided/?hl=en. Retrieved 9 March 2018. {{cite web}}: Missing or empty |title= (help)
  40. ^ [www.missguided.co.uk "'Make your Mark'"]. Missguided. MISSGUIDED LTD. Retrieved 8 March 2018. {{cite web}}: Check |url= value (help)
  41. ^ [www.missguided.co.uk "'Make your Mark'"]. Missguided. MISSGUIDED LTD. Retrieved 8 March 2018. {{cite web}}: Check |url= value (help)
  42. ^ Missguided.co,uk https://blog.missguided.co.uk/babezine/bloggers-in-missguided/. Retrieved 13 March 2018. {{cite web}}: Missing or empty |title= (help)
  43. ^ "'It's everything I need in life': Missguided devotes a section of its website to 'jeans and nice tops' for girls' nights out – and shoppers call it a 'revolutionary' move". The Daily Mail. The Daily Mail. Retrieved 8 March 2018.
  44. ^ Rigby, Chloe. "How Missguided are bringing digital into their store". InternetRetail. Retrieved 9 March 2018.
  45. ^ Rigby, Chloe. "How Missguided is bringing digital into its stores". InternetRetailing. Retrieved 9 March 2018.
  46. ^ Jaekel, Brielle. "MIssguided launches Tinder style shopping app". poqcommerce.com.
  47. ^ "Fashion Etailer Missguided Has Won Best New Etailer at the Drapers Awards 2011". EPR Retail News.
  48. ^ "Award Winners 2014".
  49. ^ "North West's leading entrepreneurs unveiled". EY.
  50. ^ "The 2014 Winners". Internet Retailing Awards.
  51. ^ "Top 100 League Table". Fast Track.
  52. ^ "MEN Business of the Year 2014 winners". Manchester Evening News.
  53. ^ "MetaPack announces nominations for the Delivery Excellence Awards 2015". MetaPack.
  54. ^ "2015 Winners". Northern Digital Awards.
  55. ^ "Northern Tech Award Winners". Northern Tech Awards.
  56. ^ "World Retail Awards - The Winners". World Retail Awards.
  57. ^ "International Track 200 League Table". Fast Track.
  58. ^ "MEN Business of the Year Awards". Manchester Evening News.
  59. ^ "Drapers Awards 2015 Review". Success Appointments.
  60. ^ "Missguided Scoops eCommerce Excellence Awards". Inviqa.
  61. ^ "Winners 2016". Digital Festival.
  62. ^ "2016 Winners". Northern eCommerce Awards.
  63. ^ "2016 Winners". Northern eCommerce Awards.
  64. ^ "Congratulations to all our 2016 finalists and winners!". Digital Entrepreneurs.
  65. ^ "2016 Winners". Supply Chain Awards.
  66. ^ "Previous Winners 2016". Digital Entrepreneurs.
  67. ^ "Winners 2016". Drapers Online.
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