Social Media & Influencers Impact On The Fashion Industry 1 | Page 18

Missguided Collaborations
Over the past few years, as the rise of Missguided
became noticeable, they have collaborated with many
celebrities and bloggers. Sarah Ashcroft, Nicole
Scherzinger and Pamela Anderson are just a few.
Nicole Scherzinger released her first collaboration in
March 2014 and since then the brand has increased in
its popularity and profit. Missguided said that sales
surged 70% to £86 million in the year to March 31 2015,
with pre-tax profits increasing from £900,000 to £5.5
million. [Campaign, 2014] According to fame, Missguided’s
turnover increased from £28.781 from the year 31st March
2012 – 2013 to £51,175 from the year 2013 – 2014 which
is almost double. Even though the collection only came
out a couple of weeks before this data was collected,
it also had an impact on the brand from the year 2015
– 2016. Also, the number of employees has more than
tripled from the year ending 2013 to the year 2014,
which can also have a negative impact on the brand; the
greater amount of people they employ, the more people
they will have to pay which will mean that they will lose
profit in the company. On the other hand, the company
can benefit from the greater amount of employees as they
are able to give their employees certain jobs which
will get the job done quicker.
September this year,
Missguided also did a collaboration with Sarah Ashcroft;
a famous blogger. The effect that this will have in the
brand will be far greater then what Nicole Scherzinger
had. As Sarah Ashcroft is seen as a regular person,
consumers feel like they can relate to her therefore,
they will seem to think that they can become this person.