Missguided to open store in London

Missguided is making its mark on the high street by opening a real life store. The store, to be opened on the 23rd of November in Stratford Westfield, marks a series of planned openings up and down the country. The global online fashion brand is known for its affordable products and fast fashion mantra. The brand offers a wide range of womenswear products ranging from party wear to sportswear. Missguided also appeals to students, with their high offer savings and the affordable and reliable next day delivery making it a popular choice for online fashion fanatics.

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For years the fashion market has decreased the high street focus and expanded into the online retail world. So why has Missguided decided to do the opposite? Could this be the start of a new market trend?  Missguided describe their target customer as a ‘girl in a digitally immersed world’, in the last week the brand’s presence on Snapchat advertisements is proof.  So have Missguided made a massive mistake by  going against their own brand identity?

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The current Missguided Snapchat Advert

Possibly. Possibly not. They already have concessions in Selfridges in both Manchester and Birmingham. Missguided also promote their brand as ‘inspired by real life’ hence it is hardly surprising that they would want a ‘real life’ store.  Perhaps what the fashion customer wants is BOTH online and ‘real life’ retail. Or perhaps Missguided has just be misinformed and online retail is very much the future and high street stores are very much the past.

Browse the site here: Missguided

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