6.2
Missguided Keep on being you Case
Study
Missguided a UK based retailer, recent-
ly released there “Keep on being you”
campaign. In this campaign an array of
diverse male and female models wear
the collection with extreme confi-
dence and coolness. These models
display many different characteristics
to the usual catwalk model look. For
example, the models range in sizes
from very slim to a curvy physique,
they also range in ethnicity and
demonstrate a sense of individuality.
Missguided refused to edit out any
stretch marks on the models bums to
show a level of realism. This is called
the “make you mark” campaign.
This is a prime example of femvertis-
ing, the aim of the campaign is to “is to
indorse a meaning of empowerment
and individuality, it calls for consumers
to get involved and express them-
selves freely” (Niessen, 2017). The cam-
paign allows consumers to feel good
about themselves and eliminates the
stereotypical model look. Further-
more, this enables their consumers to
feel confident and most importantly
shows realistic figures and incorpo-
rates diversity.
The campaign was released on social
media as an editorial and a TV advert
on the November 1st 2017. Since
then Missguided have encouraged
their consumers to use the hashtag
#keeponbeingyou on social media
platforms such as Instagram, Twitter
and Facebook. This has empowered
not only females but males as well
therefore, eradicating gender inequal-
ity. The campaign has seen success
with many consumers commenting
on the freshness and innovation of the
campaign.
Overall, Missguided’s “keep on being
you” campaign has made the con-
scious effort to explore uniqueness
and individuality. Creating a fresh and
innovative campaign that empowers
consumers. Although Missguided
have faced some criticism from con-
sumers claiming that they had en-
hanced stretch marks on social media.
Additional comments have called for
other fast fashion brands to follow
Missguided’s footsteps and put an end
to photoshop editing. This shows that
Missguided’s pioneering campaign
has set standards for other brands to
follow. The success of the campaign is
indicated from its positive social media
comments. Consumers of Missguided
whom are mainly millennials, are call-
ing for a change in the stereotypical
model figure from fast fashion brands.
This is a step forward for feminism as it
shows women coming together to call
for a change in how females bodies
are portrayed and shows solidarity.