Miss Guided is a multi-channel retailer based in the UK selling clothes aimed at women aged between 16 and 35 years. The collections of the company include lingerie, plus size, petite, tall and nightwear ranges. Until 2015, the headquarters of the company was in Salford town, Manchester; they relocated to Trafford Park, where they claimed to have the world's coolest office.
Their mission is empowering women all over the world to always be confident in themselves as well as be who they desire to be. The company is a bold, forward-thinking, straight-talking fashion brand that is inspired by real-life and they strive to do exactly this.
Everything that they create is informed by their customer together with global influences such as social media, popular culture and street style, creating a destination delivering and encompassing everything it means being a girl who is on the go in today's world. Miss Guided has a large presence on social media, plus it has partnered with many influencers to promote their company's clothing lines.
In March 2014, the company marked its 5th birthday with a partnership with Nicole Scherzinger, an American actress, singer and television personality. Nicole designed the 40-piece collection, and it was shot in Los Angeles. The collaboration extended over 2 seasons with the 2nd collection launching for AW14. In May 2015, the company collaborated with Pia Mia, a Guamanian model, singer and songwriter. Mia was the face of the brand's SS15 campaign shot in LA.
The womenswear label made an announcement that Pamela Anderson (Canadian American model and actress) would front the company's SS16 collection in March 2016. This campaign was shot by Arvida Byström, a Swedish photographer, and it celebrates confidence plus empowering women, which is a concept that Soki Mak, creative director and stylist, had dreamt up.
In May 2016, Devin Brugman and Tash Oakley, who are A Bikini A Day bloggers, collaborated with the company and launched a new swimwear line. This 60-piece collection consists of cover-ups, swimsuits and bikinis, and it was shot in the desert resort city Palm Springs.
The clothing brand announced a campaign collaboration with Amber Rose, an American model and singer, in September 2016. Also, they launched collections with top-tier influencers and bloggers, including Alexis Ren, Sarah Ashcroft, Caroline Receveur and Carli Bybel. In November 2016, the company launched its first ever flagship store in a shopping centre called Westfield Stratford in London.
The company launched a collection with Jourdan Dunn, a British supermodel and actress in 2017. In the same year, the clothing brand got involved in a campaign that was organised by Lucozade Zero. People were given coded cans in areas that are crowded at booths that entitled them to discounts on the company's products.
Miss Guided was founded in the year 2009 by Nitin Passi; he is still the sole owner of this company. Passi started his career in the NYC (New York City) fashion industry that he set up alone. With a loan of 50,000 pounds, a passion for product plus endless ambition, he is now running a global multi-platform clothing brand and aims to continuously better what they do in all aspects.
During September 2015, Miss Guided introduced petite and tall lines; each featured about 70 pieces, following its November 2014 plus size collection. For Winter 2015, they launched a variety of collections, which include a new denim collection, nightwear, lingerie and a premium collection known as Peace & Love.
The company launched a social television campaign with a media agency network called MediaCom Manchester in November 2015. This platform was incorporating user-generated content into advertisement breaks and was first a UK TV advertising. In March 2016, the clothing brand launched a shopping application for iOS, including a Tinder-inspired tab known as 'swipe to hype'.
The company launched a variety of wedding clothes in May 2016. This collection consisted of nineteen pieces for bridesmaids and brides. The clothing brand announced the launch of Mennace (a brother label) in September 2017.
Since its launch, it has experienced rapid growth throughout the United Kingdom, and it has expanded into Germany, France and the United States. In 2015, Miss Guided signed a 7-year deal with a USA corporation called XPO to manage the company's international e-Fulfilment operation.
= Babe power is at the centre of their brand. They believe in real women and young talent, inspiring a new generation of females who are unstoppable to be themselves and accomplish anything they want. Their babes are known to be dreamers, believers and doers representing iconic women, their customers and brand advocates from shades of life as well as creative expression.
They do all that and as much as they can to make sure they source ethically plus to avoid acts constituting modern slavery. To that end, they have a team dedicated to understanding their supply chains, ask them questions concerning their operations, make sure they understand the meaning of supplying ethically and provide guidance, assistance and training where necessary.