Targeting

Missguided is a young, aspirational and fresh brand they ‘pride themselves in really knowing the customer’ (essential retail) and this reflects within the website as having a core customer base of 16-30 age woman who can look up to brand ambassador Nicole Scherzinger as an outgoing, successful woman. The demographic audience targeted by Missguided is perceived well by young women usually in the smaller age bracket of 18-24 for quick accessible fashion by having inspirational models and trends that they can relate to at an affordable price. There are products provided for every occasion, some include: Work wear, casual wear and but their niche in the market is party wear. Having a plus size range opens the company up to a whole new market which the company was initially lacking nevertheless, Topshop offers a petite and tall range that Missguided could eventually invest in doing. It is a new concept that other competitors have introduced allowing for new consumers and the modern day woman.

However, as a contemporary application the Instagram targets the younger audience as a new and modern approach to marketing. Consumers aged 16+ converse in various types of social media to the extreme of posting hourly however the older spectrum with a full time job would not have the time to keep up to date with regular posts nor the need and would interact more with the website. Missguided provides imagery of bloggers wearing the products and other incentives that would only target those of the same age, between ages 16-24. Perhaps a future strategy could be to provide more mature, engaging images for the working class woman.