Social Media & Influencers Impact On The Fashion Industry 1 | Page 12

Missguided

Many brands such as Missguided rely on social media to connect
with their audience. Ever since Instagram have brought out
the Instagram stories, Missguided have been able to take
advantage of this to promote their product, current offers,
events or just what they get up to in their headquarters.
Now that Missguided have a concession in Selfridges, will
this mean that their online consumers will drop? Their first
ever concession was opened in June 2015 in Selfridges in
the Trafford Centre. The founder and managing director of
Missguided, Nitin Passi stated that they’ve “witnessed huge
growth over the last six years and successfully expanded
the business into new markets which was a key priority.
Our focus now is all about experimentation with the brand,
trying new and innovative ways to engage a wider market and
allowing consumers more diverse ways to shop and interact
with Missguided.” [Sabharwal, 2015] The concession will
see that the products will change every four weeks which
reflects the fast fashion on their website. Passi also
said that their launch in Nordstrom stores in the US last
month has already been extremely popular and they have
had much demand from customers in the UK to do something
similar. [Sabharwal, 2015] “Since implementing the Monetate
platform less than a year ago, Missguided has seen both
a 34% increase in conversion rates and a 33% increase in
revenue” [Skeldon, 2016]. However it’s not all fun and games
for Missguided. In a one day sale in March they received a
bad experience on their website. It started at 7am where
they invited shoppers to use a promo code that made them get
50% off. At first it got good reaction, however by 8:39am
the website crashed. “Activity volumes around the brand
rose alarmingly from 8 am, quickly exceeding 1000 tweets
per hour. In the 24 hours after the website crash occurred,
18,015 tweets were posted by 10,609 users.” [Visibrain, 2016]

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