Assignment 2 - Task 2 - The Creative Brief: Missguided

The creative brief: Missguided.com

With its growing popularity and international recognition, in recent years Missguided.com have faced many issues regarding transaction problems, technical difficulties, and most of all; delievery failure. These issues have led to nothing but negative press about the company, as well as a loss of customers and damaged trust for potential customers.

Missguided are an online based retailer. They have created a website that is stylish and fits in with their brand content. Throughout Missguided's website and accompanying social media platforms, Missguided have a focus on those aged 16-34 that are interested in celebrity inspired fashion at high street prices. They have a clearly defined target audience. With affordable clones of clothing items that celebrities have worn, the desire for young women to dress similarily to certain celebrities has become important as they are inspired by their fashion sense and celebrity status. Having a clothing retailer such as Missguided that allows for women to have access to recognised styles at affordable prices is one of the reasons it is so popular. 

Consistently and successfully focusing on a specific target audience will allow for trust to be built between the merchant and potential buyers. This would establish a relationship for the future, as buyers within Missguided’s demographic would naturally associate the company with on-trend, fashionable products that they would be interested in when they are looking for products in the future.

For Missguided especially, the most important aspect of gaining customers and recognition is social media. As we know, social media has a vast potential market to tap into. By Missguided having a twitter account, it allows them and their customers to engage directly and advertise. The company also have other ways of increasing their social media platforms by giving twitter and facebook users '10% off' if they like their facebook page, or follow their twitter. 

This is clearly a company that is on their feet, they are succesful to an extent and provide internationally to different ages within the 16-34 demographic, updated on-trend.

We would like for you to create a campaign that advertises the improvements within the business that have been made to transform our original delivery system. We need We need to gain people's trust again. We need our customers to know that we will not fail them with their delivery demands.

 We're so certain you will get it next day that we will do a money back guarantee? Maybe if they don't get it next day, even tho they will, get half price off of one item and give them the other half of their money back?

Goals

- To do a public survey on young people aged 16-30 about their opinion on the website and the delivery and business as a whole. By doing this it will show people that misguided want to listen to what they have to say and take feedback into account whether it's negative or positive so that they can start making changes.  >>> then post the results of this so people can see the effort misguided are going too.

- Popularity with the brand and its products isn't a problem, it's the trust and reliability that customers are losing sight of because of its bad reputation with failure to deliver people's orders on time. The aim is to change that reputation. There is the possibility of offering  percentages off of orders if they are late? Draft copies of letters from the founder himself with an apology and a 30% off voucher? We want our delivery guarantee to be believed in the online retail clothing market.

- The aim is to make customers and potential customers realise that misguided do care bout their customers and that they want people to trust that their company can deliver up to the standard that it sets out to have. Keep reminding the public of all the good things about the business, discuss and post about the successful orders people have with misguided, on social media respond to people e.g 'Sarah loves her new dress! Thank you for shopping with misguided' etc.
Viral and social media marketing campaign - competition £50 voucher for 100 customers - slogan on delivery - creating trust - testimonials - press release - journalist from fashion mag - given voucher and confirms brilliant delivery system. free gift

TV advert to increase sales generally 

Assignment 2 - Task 1 - Missguided

Who are Missguided?

Missguided are a popular international online clothing shop. Founded in 2008 by Nitin Passi, it is now an £80 million business.  Missguided cater for a younger audience, ages 16-30. They have business collaberations with celebrities such as Nicole Sherzinger.

What’s the problem?

Damage to a brand reputation – regarding their delivery services. Missguided are constantly bombarded with complaints about their delivery services, so much so that when someone is to even mention the companies name, people react with ‘Oh no there delivery is terrible’ because its become a known fact.There is a high visibility of negative feedback all over the web. When viewing missguided’s twitter and facebook and other social media, you can see a high proportion of negative posts, which range from transaction problems, technical difficulties and the most popular being failed delivery. All of this feedback is damaging trust with potential customers. Missguided’s official twitter feed which is a key part of their marketing, comes across as nothing but a customer query service:  

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