Following the news that Frasers Group has acquired Missguided for £20m;

Darcey Jupp, Apparel Analyst at GlobalData, a leading data and analytics company, offers her view:

“Frasers Group will be taking a new direction with its acquisition of Missguided, as the value online retailer is a clear digression away from the group’s typical sports and premium fascias. However, its purchase of the IP for just £20m is certainly a punt worth taking, particularly if Frasers can leverage its operational scale to recapture Missguided’s young audience and make the brand competitive once again.

“Operating Missguided as a standalone brand is a wise move, as its young target audience would not be inclined to shop at its other fascias like House of Fraser. While the group typically runs multichannel operations, it is clear from Missguided’s previous failed attempt at physical retail that this should not be considered for the brand, but continuing its concessions in select ASDA stores would be a good way to capture demand from convenience-seeking consumers.

“It is vital for Frasers to strengthen Missguided’s core online proposition and ensure that its products are trend-led and competitively priced. With inflation spiralling in the UK, there is an opportunity for Missguided to capture young consumers who are keen to continue purchasing apparel but must trade down.”