Missguided

Business model

Fast-fashion e-commerce targeting young women, heavily social-media-driven marketing.

In brief

A fast-fashion pioneer that built its brand through aggressive social media and influencer marketing, but carried heavy debt after a 2020 private equity buyout and struggled against even-cheaper ultra-fast-fashion competitors like Shein. It collapsed into administration in 2022,…

See the What Happened tab for the full account.