Missguided embraces omnichannel in second bricks-and-mortar store

By

Barbara Santamaria

Published
Jun 7, 2017

Missguided launched on Saturday with an array of events and experiences its second physical store and first outside London, located at Europe’s leading shopping centre, Bluewater.

To lure customers into the new store, the brand hosted a unique experiential offer over the weekend, including an in-store DJ, free Pan-n-Ice ice creams and complimentary NYX makeovers. The launch was also shared with Missguided customers online, with presenter, model and DJ, Snoochie Shy carrying out a live Facebook tour of the space.

The Bluewater store occupies a space of 16,200 sq ft and is situated on the mall’s lower Rose Gallery. Using the retail space as an extension of Missguided's online expression, stand-out permanent fixtures and seasonal installations bring trends and campaigns to life, while has floor-to-ceiling digital screens create a completely immersive brand experience whilst browsing.

Social media also plays an integral part of the experience, blurring the lines between physical and digital whilst creating a two-way conversation with the target customer, aged 16-35.  The store includes many 'Instagrammable' moments that reinforce the ongoing #BabesofMissguided movement the brand has become known for.

The store also features a specially designed shoe area, which acts as an in-store boutique where customers can browse the extensive offering. The brand plans to introduce hundreds of new lines of products each week.

"Missguided's fast-paced approach to retail and engaging their customers makes them a very exciting addition to Bluewater.  The anticipation surrounding the launch weekend was very high and the store has already been a great hit with our guests,” said Russell Loveland, portfolio director at Land Securities, which co-owns and manages Bluewater.

The shopping centre has also recently welcomed cosmetics brand Smashbox and fashion retailer Gap. April also saw The White Company open its newly upsized statement store on Bluewater's lower Guildhall.