Global fast-fashion business Missguided is tomorrow launching its first ever plus size range, Missguided+, following a year of strong growth and an increasing demand from customers to broaden the appeal of the brand.
It marks the first move in a series of ranges planned for 2015 which will include Petite and Tall ranges to help the brand to grow and diversify its loyal customer base.
The Manchester-based online fashion retailer, founded by young British entrepreneur Nitin Passi, has already successfully launched two exclusive collections in collaboration with Nicole Scherzinger this year, and celebrated its fifth birthday in March by hitting a record £51m in revenue.
This latest move is both a reaction to the growing dress size of the nation with the average female now wearing a size 16, and significant consumer demand from current Missguided shoppers and fans. Missguided prides itself on being a responsive and agile business and as such, has moved to reflect this demand.
Victoria Betts, marketing and trade Director at Missguided, said: “We’ve built an extremely strong base of loyal consumers over the last five years and a really important value for us is to listen to them and react to their feedback where possible.
“In particular we’ve had a lot of demand for a plus size range. We’re an inclusive brand and it’s something we always wanted to do when we were ready. Having firmly established ourselves on the market now is the perfect time to make this a reality for customers, particularly in light of recent trends and a growing average dress size.
“We’re excited about expanding our current offering even further in the next year, with several other launches in the pipeline.”
The brand has developed strong ties and brand loyalty among shoppers by being more than just a place to shop. Missguided is a destination for women to seek inspiration and guidance on the latest trends. In keeping with this ethos, the business is always keen to listen to its customers and make changes to keep the brand fresh.
Missguided+ is an extension of the current Missguided brand and the new range has been designed around a consumer who is bold and confident in her fashion choices and celebrates her shape with her wardrobe.
However, the range has also had to take into consideration other factors. As such, a panel of plus size women were employed to help feedback during the designing and branding of the range to ensure the models, styling and branding was as strong as possible.
The range, which spans sizes 16 to 24 and hits the site on 18 November, 2014, features designs taken from the mainline range and altered for plus size as well as new and exclusive designs created specifically with the plus size market in mind. The price point will remain competitive as with the mainline collection, ranging from £9.99 to £49.99.