Missguided Underwear

Fast fashion retailers Missguided are expanding their range of category extensions for Autumn Winter 15, which includes lingerie. Misguided were featured on http://www.drapersonline.com and this is what they said:

In mid-September, a new 50-piece collection of nightwear will launch featuring slogan bed T-shirts and loungewear designed for a girl’s night in, as well as a more sexy line of playsuits and robes. Prices will range from £12 for a pyjama shorts set to £25 for a robe.

This will be followed by Missguided’s first lingerie collection, which is set to drop online from mid-October.

“While we’ve been really successful with crop tops and bralets already, these have been mainly for outerwear, so this is our very first lingerie collection and we’re really excited,” Owen told Drapers.

“Lingerie is obviously a perfect fit for us to build on our brand image so you’ll see a really seductive collection designed to be worn in the bedroom and for special occasions, with triangle bras and lots of eyelash lace.”

The launch collection will be 50 pieces, with bras in cup sizes from A-D priced from £12 to £20 and briefs in sizes 4-16, priced from £6 to £10.

I think this new range will be very successful and exciting for a fast fashion brand, which mainly focuses on online sales as their customers will be able to see Missguided as a ‘one stop shop’ for all their fashion needs. Misguided have also included shape wear in this range. 

The tag line for this extension range is 'It’s not what’s on the outside, it’s what’s underneath that counts.' 

Misguided as a brand are using a very sexualised narrative so that their customers relate that to their brand identity, a sexy, fashion forward site where you can find everything you need to stay on trend but that you can afford.