As the online fashion retail market continues to expand rapidly in Australia, every now and then we see merchants suddenly sticking their heads out high above the rest. One such example is UK-based fashion “etailer” Missguided who launched their online presence in Australia during 2013. By February of this year Missguided MD, Nitin Passi, reported a 2,000% increase in sales.
So what exactly is Missguided doing which has brought them this level of success locally in such a relatively short period of time?
Having read through numerous deals for them that have popped up on Buckscoop over the past few months, it’s not difficult to spot the areas that they are excelling in. For starters, they offer a very wide selection of on-trend fashion that targets girls in the 16-25 age group. Their trendy collections are both chic and stylish and aren’t dissimilar to the likes of the fashion you’ll find at local online boutique stores such as Beginning Boutique, Princess Polly and Showpo. However, Missguided also offer enough variation and uniqueness to keep shoppers coming back for more.
The Missguided look has attracted a lot of celebrity interest during its five year existence. This lead to a team-up between former Pussycat Doll band member and X Factor judge, Nicole Scherzinger, who together with Missguided has created a new collection titled “Nicole x Missguided“. This collaboration has done wonders for the companies brand awareness following staunch campaign launches for the line across the UK, Europe and Australia.
Despite this kind of high-profile celebrity partnership, Missguided have maintained a very strong level of price competitiveness which has helped set them apart from the field. Browsing through their boutique-like lines of clothing, you wouldn’t be blamed for expecting costs to be inline or even above what other boutique stores are charging. However, they’re actually on a par with the likes of fellow UK fast-fashion and ultra-price competitive retail giants boohoo.com and ASOS. Throw free shipping on all orders into the mix as well and you’ve got yourself an excellent online destination to head to for clothing bargains.
It’s worth pointing out that of the two afore mentioned retailers, only boohoo is still offering free standard shipping on all Australian orders. ASOS very recently surprised us by changing their policy in this respect and imposing a $30 minimum spend threshold.
To give you an idea of how far your money can go at Missguided, during sales you can usually find dresses starting at $10, tops at $5, skirts at $6, jeans and pants at $25, playsuits at $10 and jumpsuits at $20. Non-sale prices for dresses tend to max out at around $100, with the bulk of them though falling into the the $35 to $45 price bracket.
The other good news is that Missguided are frequent issuers of promo codes, with a new one being released at least every week from what we’ve been seeing. It’s not uncommon for codes to give shoppers as much as 30% off providing some great opportunities to pick up dirt cheap items by taking advantage of these additional discounts. Students can also receive a 15% discount when signing up.
Click here to see some of the latest Missguided deals on Buckscoop.