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Miss Guided provides a hub for the brand to influence and build loyalty with the competitors consumer base.  They are aware that not all their consumer's are body confident, so they often encourage confidence through their digital campaigns by portraying 'real women' with stretch marks and plus sizing models. Their website can be describe as 'girlie' through the use of pink shades. They use language such as 'babe' and 'hun' to attract their audience and make them feel party of the miss guided family.

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Miss Guided's main strategy in marketing is digital marketing and investing a lot of money in web based advertising.
They also have the following to engage their audience:
- Campaigns on their site
- YouTube Advertisement
- Sponsored Influencer Posts
- A blog discussing important issues that relate to their segment.

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Capturing consumer's attention is fundamental and getting shopper's to visit misguided.co.ukis key. The above graphs represent different figures regarding customer's and the brands site. Firstly, we can see the sites that customers also viewed, such as PLT. This is one of the brands competitors, so customers are possibly comparing prices and styles. For the referral sides, it's interesting to see that 32% of visitors are from Unidays, which is a student discount app. Students are a key target for Miss Guided. This indicates that a high level of students often using discount codes to purchase clothing from the site. Also, 86% of visitors are from the UK as it is a UK known brand. However, miss guided does have EU site and an American Site as well. 47% of people are coming from YouTube, which is a major factor as a lot of promoting is done for free through YouTube. In order to improve, Miss Guided should perhaps use Twitter more as a way to influence people online. There is an increase of people using twitter and it's a good way to see what's trending, whether it's music or news. Relating to the audience can help increase miss guideds revenue.

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The Missguided Story: “The Next Level Of Online Retail” in 3 minutes

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Miss Guided is situated in the retail sector. The market value in retail has seen a constant growth between 2015 and 2019, and is set to increase further in 2020 to 453 billion euros. Miss Guided is mainly recognised as an E-Commerce site and this is a competitive and huge industry in the UK today with more and more organisations having an online presence. It is predicted that by 2028, 50% of retail sales will be online. For the majority of 2019 E- Commerce accounted for 20% of retail sales and 50% for the first half of this year.

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Increase in internet use: More and more people are now online than ever before. Luckily for Miss Guided, their main strength is their ability to engage their consumer's through the internet.

In Store Tech: The use of high advanced technology in stores is high, stores are now using Apple Pay, tablets to get consumers to fill in questionnaires and interactive mannequins. Miss Guided allow you to pay with Apple Pay on both the app and in store. This allows customer's to make quick purchases.
Apps: As more and more people are constantly on the go, having a mobile friendly app is key. Miss Guideds app portrays their brand so well and is easy to use allowing customers to make quick purchases, save their favourite items and access to exclusive codes.

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Healthier Lifestyle: The brands demographic audience is currently highly invested in a productive and healthy lifestyle, which may see an increase in demand for a wide variety of fitness wear and accessories such as water bottles. The brand offers a range of gym wear.

Purchasing: Research suggests that even though there is an increase in online shopping, consumers still prefer to go into store and purchase products. Miss Guided has a very small number of stores which puts them at a disadvantage.

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An economic downturn has meant that young people are wanting to buy more affordable clothing. People are becoming more price conscious. Miss Guided offer very affordable clothing from £7.99 to £89.99.

Increase in the women’s fashion market: This means there is a current high demand for new fashion and trends. Relating to the brand, they are highly innovative offering 150 new styles every week.

The minimum wage is constantly increasing but the cost of living is to. Miss Guided pay their staff fairly and even offer bonuses.

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Retail stores should be accessible to every as declared in the Disability Discrimination Act 1995. The location of current stores allow wheelchair user's to access the stores and the different levels.

Brexit may cause complications, due to a uncertainty on future laws, trade and import regulations.

Gender Pay Gap is an important topic in today’s culture. Miss guided are committed to closing the gap each year and want long term strategies. They have a high percentage of females working for them.

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Missguided is a well established U.K based fashion brand which was founded in 2009 in Manchester. It's one of the fastest online retailers and has a reported rise in revenues to 215.9 million. They are always seeking future growth. In the past year, they have seen their e-commerce revenue remain flat, but their overall revenue has increase from retail operations.  It has a successful e - commerce presence as well as a small number of retail stores globally for example in the Dubai Mall.

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                                              Competitor Analysis:

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                                              Competitor Analysis:

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Miss Guided Main Competitors:
- Pretty Little Thing, In the Style, Boohoo and Nasty Gal.
Retail Competitors and Brands to also consider:
- Topshop and Primark.
Many of the brands major competitors invest significant funds into their promotional activity as do Miss Guided for example collaborations with famous influencers or host events. However the majority of direct competitors are yet to establish a retail setting. For example Boohoo and Pretty Little Thing have no retail stores. All the competitors have the saim aim and that is to develop and sell clothes that attract young women.In this market segment, all competitors are around the some price range. Some of Miss Guided's products can be a bit more expensive than PLT and Boohoo but their products can be seen as better quality however still a reasonable price bracket for their target audience. Unlike the other retailers, Miss Guided have a blog which allows visitors to get tips and information about female issues, the latest trends and what's happening in showbiz. This indicates how they have a good understanding of their target;s audience. PLT and Boohoo however are very succesful in their celebrity collobrations. Most recently, PLT has had Molly Mae from Love Island and Little Mix, which has attracted a wider audience. Little Mix is well known all over the globe. Miss Guided use many American influencers, however being based in the UK many Brits don't relate to their collobrations.Both Topshop and Primark are well known high street stores, which can be argued to still be Miss Guided's competitors. Topshop is a more expensive brand to Miss Guided and Primark is cheapier however they still target the same audience. The main advantage that Primark has over Miss Guided is the wide range of clothes and the cheap price tag that comes along.

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Strengths
A clear demographic and target audience: 16 to 25 female demographic who are interested in celebrity inspired trends with a affordable pricing

A strong social media identity: 5.2 million Instagram followers and over 15k YouTube subscribers, which allows Miss Guided to advertise clothes at a lower price. Even Youtuber’s do hauls for free and this helps Miss Guided attract an audience.

Constant incentivises: Discount codes and promotional codes that can encourage young people specifically students to purchase clothes at a cheaper price.

Ability for customers to buy products from different sites: ASOS and Selfridges now stock their miss guided clothing. This gives consumers the option to purchase from their site.
Celebrity Following: Their products are often worn by celebrities and TV stars and are captured by the press and posted on news sites such as the Daily Mail. They also do collaborations with celebrities to target new audience and to keep the audience engaged in their brand.
Weaknesses
Negative Feedback - Miss Guided has received a high percentage of negative reviews regarding late deliveries, quality and transaction errors on their site.

Lack of face to face interaction: Due to a low number of retail stores customers are not able to have face to face interaction with the people of misguided.
Opportunities:

Store Launches: The brand has a limited of retail stores, perhaps having more retail presence will allow them to seek more revenue and consumers who don't shop online. Consumers will also not have to pay delivery costs and wait for their clothes. There able to see the quality at face value and try on clothes, which may lead to less refunds and hassle.
Menswear: Miss guided is currently not selling any mens clothing, they do however have a separate site called Menance which sells mens clothes.
Threats:

Competitors in the market are extremely high: There are so many companies which are similar to Miss Guided, so they need to consider how to differentiate themselves.
Price War: Particular suppliers of the brand are selling to other brands as well, making some products not as exclusive or similar to other brands.

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One of the main reasons for Miss Guided success is how well they know their consumers. Their target audience is the 16 to 25 female demographic, who are interested in celebrity inspired trends with a affordable pricing.

How do they engage their Target Audience to their brand?
The Internet: Their demographic is constantly online whether it is for work or education and this is where Miss Guided has built it's identity. They understand the power that Social media has on attracting consumer's to their brand. The main focus is to promote their brand whether its through their Instagram page or a brand ambassador's Instagram page through imagery. They use models of a similar age so consumers relate. Many 16 to 25 year old's are big YouTube fans, and are seeking to know what there favourite influencer is wearing and all about the latest trends. This is why Miss Guided uses this as a platform to advertise their clothing for free. Wether its through commercial videos, or sponsoring a famous youtuber's video and offering their audience a discount code.