The challenge
Missguided has achieved its rapid growth off the back of
a strategy that is rooted in speed and agility. Its target audience
has a taste for the latest fashion trends and makes purchasing
decisions spontaneously, with most orders on Missguided's
websites being for next-day delivery. Missguided's success is
built on its ability to offer a lot of fresh styles – it replaces
approximately 25 per cent of its range every month – and
to deliver a fast, seamless experience for its customers.
Part of its go to market strategy has involved the launch
of collaborative fashion lines and flash sale events, which can
create a rapid upsurge in traffic and orders. When Missguided
launched a collaborative range with fashion and beauty
influencer Carli Bybel on 19th July 2016, the site immediately
experienced 47 times normal peak traffic in a four minute
period and couldn't cope. Missguided had predicted this and
activated a visitor prioritisation system, limiting traffic to 20
per cent which meant the site didn't fail, but customers
were not as satisfied as they could have been.
When Missguided met Claranet, the retailer was working
with a provider utilising a traditional hosting model from a
single data centre. With ambitious goals for global growth, this
arrangement was no longer suitable: Missguided required
scalable and flexible infrastructure that could grow with the
company and seamlessly accommodate sudden surges
in traffic and orders on the website.
Missguided
Missguided is a 'rapid fashion' multi-channel
brand, aimed at the 16-25 female market. Started
from scratch in 2008 by Nitin Passi, who still owns
100 per cent of the business, it now has turnover in
the hundreds of millions. It has enjoyed rapid growth
in the UK and has subsequently expanded its
operations into Australia, France, USA, Germany,
and Spain. The company's long-term mission is to
transform the successful medium-sized business
into a global fashion brand.
Claranet case study Missguided
Missguided drives accelerated growth
with AWS and Claranet
Key services:
•
AWS Consulting and Managed Services
PREMIER CONSULTING PARTNER
MANAGED SERVICE PROVIDER
