UK – Fast fashion label Missguided has announced a partnership with the popular tv dating series Love Island. Targeting a similar demographic to the 20something cast of the show, the fashion brand plans to capitalise on the spending power of its viewing audience by styling all of the show’s female contestants in its clothing. Missguided is also running an accompanying campaign during the show’s advertising breaks, encouraging visits to its app in order to explore and purchase items seen on tv.
In addition, the brand will post the contestants’ daily outfits and similar styles on its blog for viewers to shop for any looks they might have missed. Meanwhile, the male contestants have been gifted with items from menswear label Mennace, which was established by Missguided founder Nitin Passi.
Brands are searching for new forms of authentic promotion as audiences become wiser to paid product placements. Missguided intends to turn tv entertainment into a live shopping experience, supported by its lively digital platforms.