Missguided, the online-only fast fashion brand, has moved into bricks-and-mortar retail with a 20,000-square-feet stand-alone retail space.
The pink-coloured store is kitted out with what the designers call ‘jaw-to-the-floor shareable moments’, such as unicorn-headed mannequins, a pink monster truck and motorbike. Slogans such as ‘Santa is real, the unicorns told me’ and ‘Eat, slay, pray’ are distributed around the shop to mirror the social media-driven rhetoric of the younger people of Gen Viz.
In addition, signs actively encourage visitors to begin following the brand on social media, to further tie in the online and offline experiences. Unlike most shops, the Missguided store has positioned its fitting rooms at the front of the shop, accompanied by a pool party-themed lounge area to create a more sociable environment and encourage interaction between consumers as they try on the clothes.