Case Studies

Missguided drives accelerated growth with AWS and Claranet

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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

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