A foreign fashion etailer has launched a new targeted initiative to lure Australian consumers and grow its local market share.
Online fashion destination Missguided has this week launched a new collection to appeal to a new slice of the Australian market.
The ‘Sweet Deal’ collection, described as “ultra-affordable” is the latest category innovation from the UK-based online retailer and offers key Missguided branded basics – including dresses, skirts, tops, and leggings – at a new, budget-conscious, discounted pricing structure.
According to the company, the 'Sweet Deal' collection is launching direct to the Australian market, with price points for product throughout range starting at a base of $4.99, with items up to 50 per cent less than the brand’s current retail prices.
Missguided will also distinguish 'Sweet Deal' from its mainline collections through the development of an easily accessible web-page platform and defined category within the brand’s drop-down menus.
Missguided founder and CEO Nitin Passi added that the 'Sweet Deal' collection also incorporates a distinct new on-brand logo.
The new initiative will be promoted in Australia “through campaign imagery in prime position on the site as well using social media to promote the range further as well as it’s keen price points”.
Passi also revealed that the latest addition to the Missguided offering and its local promotion signals the company's intention to gain more ground in a competitive market.
“Missguided has always placed emphasis on delivering trends, but equally on delivering value and the launch of 'Sweet Deal' makes clear our conscious effort to offer more value for our customers, in what is becoming a more competitive landscape,” he said.
“The demands of our customer are our enduring priority and we have responded to an ongoing appetite for affordable fashion by considerably lowering prices on our key lines, meaning that Missguided will offer some of the best prices on the internet for fashion basics.
“This is just one of many initiatives Missguided is undertaking to increase its customer base and support our continued, aggressive growth.’’
Missguided, which launched in 2009, has also flagged 2013 as a growth year for the business.
“The brand continues on an upward trajectory with an ever-evolving domestic website offering, distinctive, multi-platform, editorial-style campaigns and mobile expansion plans, as well as an outlook for further international development.”