Missguided are an empowering, bold and forward thinking online fashion brand, inspired by real life. They design and create product informed by their customers, friends and global influences: Catwalk, celebrity, social media, bloggers and street style, creating an online fashion destination that encompasses and celebrates everything it means to be a girl in a digitally immersed world today.

With thousands of styles live at one time and fresh new threads hitting down every single day, Missguided are not just fast fashion, they’re a rapid fashion. Missguided pieces are exclusive and created by their own design talent who strive to create killer garms for the dreamers, believers and night lovers, taking the risks no one else dares to take.

The Missguided flagship store was built on the premise internally of wanting to provide a retail space, which offered a unique shopping experience for the Missguided core customer; females aged 16-25. Never a business to play it safe, the service provided acts as an extension of Missguided’s online brand expression known for its fun, conversational and distinctive tone of voice creating a unique online to offline journey.

Unlike other retailers, customers are encouraged to take action and interact within the store e.g. take photos, hang out with friends within the social area and communicate with staff about the brand. The digital and social experience is integral to the instore service, which blurs the lines between physical and digital whilst creating a two-way conversation with the target customer. The store has an abundance of ‘Instagrammable’ moments, which enforce the ongoing #BabesofMissguided movement the brand has become known for with customers having the opportunity to appear on screen in store through use of the hashtag.

There is an emphasis on daily newness in terms of the merchandise sold following the brand’s online rapid pace to match customer demand. Seasonal trend pieces, best-sellers and collaboration collections are all available to shop with a dedicated footwear and denim area making it a seamless browsing to purchase experience.

Submitting Company: Dalziel & Pow Design Consultants Ltd.