Channel Strategy

Many brands are now using Instagram to boost their visual marketing strategy and Missguided are one of them. ‘Visual marketing is often cited as a main trend for 2013’ (Our Social Times) because images are more appealing to a person’s emotions and resonate across cultures. It is the smartphone generation and everyone is interacting with social media, especially this targeted age bracket. People now want to share everything their doing throughout their day and photos drive more engagement than any other kind of post. The ‘customers are demanding to become active participants across your business’ (The Facebook Era, 2010) Instagrammers are able to generate hashtags to share between anyone who wish to filter down to a specific topic. Missguided have also used this strategy for competitions to create a buzz and is an effective way to promote the brand. Missguided is regularly to be seen in their fans feeds with up-to-date posts of celebrities wearing missguided, street style and many more.

Whilst Instagram promotes the brand, the website is used purposely to sell and the transaction of products, ‘attracting 8m monthly visitors to shop from its collection, which benefits from up to 200 new catwalk inspired items per week.’ (Retail Week) The website ‘reached £55m for the year to March 2014.’ (London evening Standard) The strategy consists of the navigation of the homepage. Missguided uses a banner of looping slideshows of current promotions, new arrivals and ‘shop the trend’ campaigns. With the constant movement of the images, it is more likely to capture the attention of the costumer and direct online traffic. The use of the drop down menus to filter categories and results creates one of the easiest forms of navigation for Missguided’s website with clear accessible titles to also find the blog, Nicole Scherzinger collaboration and all social media links.