Expert Comment: Shein’s Missguided Takeover – What does it mean for the brand?

Categories: Salford Business School

University of Salford Business School’s Professor Vish Maheshwari, Professor of Marketing and Associate Dean Academic, shares his thoughts on the news that the Shein brand is taking over Missguided from Mike Ashley’s the Frasers Group.

Professor Vish Maheshwari Headshot

Brand takeovers and mergers are not new to the dynamic market we operate within, however, brand takeovers like this are certainly very interesting where Shein could potentially extend its market reach and depth, through Missguided’s existing consumer base.

Although, Missguided has found itself struggling, in recent times, due to increased competition and challenging logistical business environment, it still possesses relative brand identity which genuinely connects diverse segments, particularly among female consumers. It is fair to say that there has been a strong emotional attachment and trust built amongst Missguided’s loyal consumer base. This is a reflection where brand personality helps forge bonds with consumers to the extent that it becomes an integral part of their life story.

With Shein’s expertise and allyship into digital operation and market penetration, for Missguided, it could result into the growth of newer micro segments through product diversification and fast-paced customer service. On the other hand, it will be interesting to see how Shein works with Missguided in prolonging its distinct brand personality to assure continued customer interest, trust and deliver on building its brand strength, one that is for all of us to wait and see how it transpires following the recent takeover.

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