Launched in 2009, Missguided specialises in fast fashion for women, and more recently it launched its menswear label Mennace in 2017. Known for their contemporary styling, famous and consistent collaborations with a wide range of brands and content creators, and their engaging and passionate social following, Missguided are a powerhouse of online fashion.
Who are Missguided?
Headquartered in Manchester, Missguided has dedicated websites in the USA and Canada, Australia and New Zealand, France, Germany, Ireland, Poland and Spain, plus a pan-European site. They operate and sell to 180 countries in total, across 8 primary websites, retailing products from over 200 suppliers, and quote approximately 2.5 million page hits per day on their website.
At its core, Missguided has proven that their multichannel investments and focus on the intersection of marketing, brand, social media and traditional website ecommerce can work, and provide immense dividends.
They are famous for their contemporary, well crafted web and mobile stores, their rapid unfurling of new lines (they add a thousand new lines every week into their online stores), and are continually evolving their omnichannel presence and how it can provide their customers with the best shopping experience, “creating a destination that delivers and encompasses everything it means to be a girl on the go in the world today”.
Their cross channel scalability has been in part down to their effective, targeted marketing campaigns, especially via social media and through the influencer economy; hyper-personalisation of commerce through data analysis; their demographic focus on mobile, younger, fashion conscious consumers; their campaigns to detoxify fashion through conscious, inclusive advertisement and conversation; smart tools such as dynamic pricing and smart merchandising; and a reactive, easy to use ecommerce platform that continually innovates, creates discussions, promotes diverse creatives and highlights on-trend fashion movements. Their IT team sits central to this success, with 80 in-house staff augmented by a highly regarded network of outsourced resources, of which BrightBox are proudly one.
By the end of the 2020/2021 financial year they were clearing £300 million in revenue on the back of 50% YoY business growth.
BrightBox Project Summary
➔ Missguided rely on trusted partners to augment certain elements of their stack, and chose to partner with BrightBox to utilise their Nearshore service for staff augmentation across Magento and React technologies.
➔ We brought the flex capacity they needed to meet medium-term demands, and built capability that they could depend on, whilst meeting the competitive pricing requirements, scalability, working culture, and sprint demands of their fast-growing enterprise.
➔ Our focus was always on “team augmentation” rather than “staff augmentation”, as Missguided were definitive on their need for our talent, especially those working on App/React, to be firmly embedded in the DNA of the brand.