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. Sales for the financial year ending March 31, 2017 were £206 million, growing 75% year-on-year. 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'.
Missguided have also launched a menswear brand called Mennace, delivering worldwide through their website.
Video Missguided
History
Missguided was first established in 2009 by Nitin Passi who remains the sole owner of the company.
Since its launch, the online retailer has experienced rapid growth in the UK and has expanded into USA, Australia, France and Germany. In 2015, the company signed a seven-year deal with XPO (formerly Norbet Dentressangle) to manage its international e-Fulfilment operation.
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. 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.
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. 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.
In November 2015, Missguided launched a 'social TV' campaign with Mediacom Manchester. The platform incorporated real-time user generated content into advert breaks and was a UK TV advertising first.
Missguided launched a shopping app for iOS in March 2016, which included a Tinder-inspired tab called 'swipe to hype'.
In May 2016, Missguided launched a range of wedding dresses. The collection was made up of 19 pieces for brides and bridesmaids.In September 2017, Missguided announced the launch of brother label Mennace with online & pop-up physical stores.
Maps Missguided
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. This collaboration extended over two seasons with the second collection launching for AW14. CEO Nitin Passi says sales increased 35% month on month following their collaboration with Nicole Scherzinger last year.
May 2015 saw a collaboration between Missguided and R&B singer Pia Mia. Mia became the face of Missguided's SS15 campaign which was shot in Los Angeles.
In March 2016, the womenswear label announced that Pamela Anderson would front their SS16 collection. The campaign was shot by Swedish photographer Arvida Byström, and celebrates confidence and empowering women, a concept dreamt up by creative director and stylist Soki Mak.
A Bikini A Day bloggers Tash Oakley and Devin Brugman collaborated with Missguided in May 2016 to launch a new swimwear line. The 60-piece collection is made up of bikinis, swimsuits and cover ups and was shot in Palm Springs.
In September 2016, the brand announced a campaign collaboration with American model and singer Amber Rose. The brand also launched collections with top-tier bloggers and influencers, including Carli Bybel, Caroline Receveur, Sarah Ashcroft and Alexis Ren. November 2016 saw Missguided launch its first flagship store in Westfield Stratford, London.
In 2017, Missguided launched a collection with British supermodel Jourdan Dunn. The second season of the collection will launch later this year.
Awards
Best New Etailer, Drapers Etail Awards 2011
Best Leadership Award, Northern Tech Awards 2014
Entrepreneur of the Year for the North 2014
The Market Entry Award at the Internet Retailing Awards 2014
Number 5 At The Fast Track 100 For The Fatest Growing Private Company By Virgin 2014
MEN Business of the Year Award with Turnover between £50 & £100 Million 2014
Metapack Magic Award, Metapack Delivery Excellence Awards 2015
Best Digital Marketing Campaign, Northern Digital Awards 2015
Best Leadership Award, Northern Tech Awards 2015
Young Retail Entrepreneur of the Year at The World Retail Awards 2015
Best Emerging International Brand at the International Track 200 awards 2015
MEN Business of the Year Award with Turnover between £50 & £100 Million 2015
2015 Best Etailer at Drapers 25th Anniversary Awards
Best Clothes, Shoes & Fashion eCommerce Award at the eCommerce Expo Annual Gala 2015
Pure Play Etailer over £50 Million, Drapers Digital Awards 2016
Fashion E-Commerce Website of the Year at the Northern Ecommerce Awards
E-Commerce App of the Year at the Northern Eccom Awards
E-Commerce Business of the Year at the Digital Entrepreneur Awards
E-fullfilment Transformation Programme at the Retail Week Supply Chain Awards
Digital Entrepreneur Awards - eCommerce Business of the Year 2016
Drapers International Fashion Retailer of the Year 2016
References
Source of the article : Wikipedia
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