Value etailer, Missguided, is making its first move into UK physical stores by launching a concession with Selfridges. With this move, Selfridges is clearly trying a new way to entice Millennial shoppers who otherwise might not think Selfridges is an attainable shopping destination.
With this in-store solution, Selfridges is trying to match the behaviour that younger shoppers rely on for obtaining a luxury look for less, i.e. buying one statement piece and mixing it with lower value items. With the expanded offering, Selfridges is also giving people a reason to visit the store every four weeks when products change.
Missguided is also opening itself up to a new demographic. It is making it ‘okay’ for shoppers who may not have otherwise purchased from Missguided to now purchase from the retailer. It will be interesting to see whether or not this benefits both brands.
Darryl Adie- Managing Director, Ampersand
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