Following today’s news that Shein has acquired Missguided from Frasers Group: Alice Price, apparel analyst at GlobalData, a leading data and analytics company, offers her view: “Shein’s acquisition of Missguided is its first purchase of a UK brand, and will enable it to further assert its growing influence over the UK apparel market. The ultra-fast fashion giant has seen its popularity skyrocket in recent years, with its UK apparel market share anticipated to jump 0.5ppts to 2.2% in 2023, placing it in the top 10 for the first time. Shein’s superior financial resources and fashion expertise should allow it to steer Missguided back to relevance by ensuring its ranges reflect the latest trends and strengthening its digital proposition, through enhanced navigation and product filters, to offer shoppers greater convenience. “With Shein also often criticised for its subpar ethical standards, it is likely to be making deals with established local brands to bolster consumer perceptions. It is fair to say that there has been a strong emotional attachment and trust built amongst Missguided’s loyal consumer base.

Source: The Times October 30, 2023 23:04 UTC