Missguided opens first physical store

missguidedOnline fashion brand, Missguided, has yesterday opened its first stand-alone bricks and mortar store in Westfield Stratford, London.

The two-storey flagship store  covers 21,000sq ft and features a strong product offering with hundreds of new lines to be added each week.

Working with London based design agency, Dalziel & Pow, social media plays an integral part of the experience aimed at creating a two-way conversation with the target customer, aged 16-35. The store has an abundance of ‘Instagrammable’ moments which enforce the ongoing #BabesofMissguided movement the brand has become known for.

At the centre of both floors, curated areas will house key product collections. A shoe area is located on the first floor and a denim area on the ground floor. In the denim area, shoppers can select their ‘deadly fit’ from the seven core fits on offer; each fit displayed on video screens against holographic walls.

Instore services include a nail salon and a braiding bar to follow.

The new store prominently features digital canvases and screens throughout, displaying brand and product content. It als has an instore collection point for items bought online and will also have the option to return website purchases instore.

“As a brand it is important for us to be present wherever our customer wants to shop us, be it online or offline,” said Nitin Passi, Missguided founder and CEO.

Passi said after seeing some positive results from their concessions within Selfridges, opening a bricks and mortar store/s was a natural progression for the brand.

“Stores are something our customers have been asking us for, for a number of years and it give us a great opportunity to bring the brand to life,” he said. “We believe the retail environment on the high street has got a bit stale so we have decided to take some of our online learnings and brand DNA into a physical space and use technology and in store experiences to bring them to life.

“Social is huge for us so this will be a prominent feature throughout the stores and we will promote interaction with our customers as well as use the store as an opportunity to attract new customers who wouldn’t necessarily shop with us online.”

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