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.

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.

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.

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.

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.