In November 2016 Missguided FINALLY opened there first flagship store in Westfield Stratford. After seeing pictures of it all over social media i really wanted to visit it for inspiration. Missguided as a brand represent a very unapologetic feminine vibe when it comes to there advertising, and after seeing images of the store i Knew there represented this through visual merchandising as well. As we planned for our brand to have the same girly theme i thought it would be useful to take a look at the store itself for inspiration of the creative concept and execution.
I loved the shop, it was very interesting to see everything you see online in real life. It was an inviting shop with the use of there mood lighting, however because its there only shop it was very busy. The queue for the till as well as changing rooms we going all through the shop that did make me less bothered about staying there, however it cant be helped that they get a lot of business. It would be very cost effective for them to make a more stores around the country and the only store in stratford is doing very well. The stores interiors was full of pink, neon lights and sassy slogans that directly targeted there market. Considering our brand will be targeting a similar audience of young, fun women it become obvious to us what we should make are brand identity about.
Thank you for reading
Charlotte
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