There’s room for two at the top. For the first time, Missguided has joined the Genius class in Gartner L2’s Digital IQ Index: Specialty Retail UK, alongside fast-fashion brand New Look.

What led to this feat? The brand demonstrated marked improvements across the digital marketing, social media, and mobile dimensions. Its site features intuitive navigation, with category navigation titles such as “jeans and a cute top.” Additionally, the brand frequently tags its blog and UGC with #babesofmissguided, making fans into micro-influencers. Missguided’s online sales grew by 40% in the past year, and the retailer has nearly doubled its workforce since 2017.

Missguided took the largest share of desktop display impressions in Gartner L2’s study, capturing 18% of total impressions, compared to less than 1% in 2017. The brand relied nearly entirely on programmatic advertising to drive traffic to site surrounding sales and discounts. Nearly a fifth of all digital advertising in the second quarter of 2018 pertained to discounts. 


The brand exhibits an efficient strategy on Facebook, where its posting frequency is on par with the average pure-play brand. However, it manages to garner more than twice as many interactions per post. Missguided achieves this by leveraging user-generated content from Instagram and Twitter and reposts on Facebook, tagging customers to give visibility to micro-influencers and brand fans.

The brand is also one of three in the study to have a WhatsApp account, frequently sharing product recommendations and guided selling content with customers on the platform. According to the brand, the WhatsApp channel is now the top way to share the brand’s product pages. Missguided promotes the WhatsApp group on its site along with email newsletter sign-up, where it teases the exclusive content that its WhatsApp community receives, like discounts and product exclusives.

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