Missguided

The ultra-fast fashion giant’s latest acquisition of Missguided and a partnership with Forever 21 will grant it access to new customers and distribution channels.

Frasers said on Monday, Shein will acquire the intellectual property and trademarks of Missguided, while Frasers will retain its real estate and employees which have now been integrated into Frasers’ fashion division.

This year the hit reality series was sponsored by resale site eBay, a move celebrated as promoting more responsible consumption. But the show is still a huge marketing opportunity for fast-fashion brands.

Missguided, which went into administration and was bought in a fire sale this week, never quite established a unique style or signature product category that would differentiate it from bigger rivals like Boohoo, Asos or H&M.

The reality TV show has coupled up with a new fashion partner, I Saw It First. But will the marketing formula that worked so well last year continue to deliver results?