“Peace, Love and Fashion”
Missguided have proven themselves to be one of the top competitors in the online fashion industry. Just last year, owner Nitin Passi stated that they are “enjoying growth of more than 60%”. In addition to this, they have increased their sales by a 3rd to £117 million!
So how have they got to this?
Well, according to Nitin himself, he explained “A lot of retailers were playing it quite safe so we decided to be a bit more real in the way we spoke to our customers”. Interactivity seems key to gaining a loyal customer base. Missguided find relationship building important as it keeps people from straying to rival brands. Missguided also made sure to have a very clear demographic for their brand, this comes in the form of young females from 16-24 years old. By having this target market clear in their minds, they can tailor their products to attract their consumer group.
They are very social media based, whilst collaborating with celebrities to encourage consumer buying. Their recent collections include collabs with Carli Bybel, Jourdan Dunn, Amber Rose, as well as a collaborating with Barbie to create veratile, stylish and unique pieces.
Where exactly does Missguided stand with their online consumer on Maslow’s Hierarchy of Needs?
Looking at this diagram, I would argue that Missguided would fall under RD (Representational Delight) over FC (Functional Convenience) and SF (Structural Firmness), just ever so slightly. This is because Missguided have designed their website to aesthetically appeal to their target market, alongside with the celebrity endorsements and collaborations. They have a distintive brand image and good advertisements, which can be hard for loyal customers to avoid. Loyal customers are offered Unicorn delivery (Next Day Free Delivery) as well as discount codes. If Missguided are aware people are also looking on their website, they personally advertise to people on various other social media platforms. This definitely builds a relationship with the customer without a doubt.
However, I would also like to ensure that Missguided relate to all of the three interfaces. Functional convenience is also something which Missguided achieve as a brand. They always provide so many options and lines, that they always have items in stock which will suit any customers’ needs. Their website is also really easy to navigate and they also have their own app for customers to shop from their small electronics. Regarding Sructural Firmness, they have a very safe and secure website. They have a range of options regarding making payments and their return process for clothes is ridiculously simple as well. Ideal for consumers!
Missguided have really done well in making their customer their main priority. They keep in good touch with their customers without being overbearing and making them feel special, with constant discounts and sales. There’s nothing about their online shopping experience which is different, which I find is essential for all online sites, not just fashion. Even if the clothes aren’t a great fit or suitable for the consumer who purchased them, one because they are so cheap, it doesn’t affect the customer as much. Secondly, the returns process is so simple and easy, it puts customers at ease and encourages them to primarily use the site above rivals.
Missguided are a brand which shouldn’t ever be undermined by it’s competitors, as it is arguable that they are one of the easiest sites to navigate and providing good and cheap fashion at the same time! The future for them is looking prosperous if their last few years are anything to go by.
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