Following the news that Missguided has fallen into administration;

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

“While media reports have linked Missguided’s demise to increased sustainability issues, it is clear from the continued growth of its rivals that its failure is down to its own lack of competitiveness rather than sudden fall in demand for fast fashion.

“The true reason for its demise was its lack of competitiveness with the likes of Shein and boohoo. While many UK pureplays have struggled to continue their pandemic momentum in 2021 as in person shopping returned, Missguided has slipped further than most, with its lack of high-profile celebrity collaborations and uncompetitive pricing contributing to the brand losing the lucrative attention of young shoppers in the UK fast fashion market.

“Missguided’s failed venture into physical retail would have certainly put another nail in the coffin, as the brand opened expensive and uninspiring stores that were unable to maintain footfall, leading to their subsequent closures. While its launch of concessions in some ASDA stores had the potential to be successful, this was evidently not enough to rescue the struggling brand.

“At present, the boohoo group appears to be the frontrunner to rescue Missguided, and this acquisition certainly has the potential to revive the brand. The boohoo group has a reputation of rescuing struggling apparel players, and its similar proposition means it is best-placed to take on the Missguided brand than the other interested players, including JD Sports and ASOS.”