Head of Distribution – Supply Chain
Missguided sells celebrity and trend-inspired fashion for young women from its eight international websites, releasing up to 1,000 new styles every week, which are promoted via social media to its millions of followers.
Customers can shop by trend or by occasion from collaborations with high-profile ambassadors including Sofia Richie, Anastasia Karanikolaou and Kylie Jenner.
Nitin Passi founded the Manchester-based company in 2009 with a £50,000 loan, after working in the fashion industry in New York. Now only ten years later, the business turns over c£200m per year.
Missguided and DHL Express
Working together since 2015
To facilitate such rapid e-commerce growth, Missguided teamed up with DHL Express in 2015 to improve international delivery and express shipping. Karl Harwood, Head of Distribution at Missguided, says the move has helped the company expand internationally: “Since partnering with DHL Express in 2015, we’ve grown shipping to 220 countries and territories.” Exports also grew fourfold 2015-2018, earning Missguided a place on the 2018 Sunday Times International Track 200 league table, which is supported by DHL Express.
Missguided’s millennial target market have grown up with the influence of digital and on-demand businesses such as Uber and Amazon. Harwood says: “We’re very much in the fast fashion business and our customers do like to receive items quickly. A great help with this is DHL’s On Demand Delivery service. Customers can opt to have their package left with a neighbour or at a secure Service Point.”
Having an express shipping option has also helped fuel growth, particularly outside Europe. “When we put promotions on our website, US customers are more likely to make use of our expedited shipping with DHL,” says Harwood. “But we notice that wherever an express option is offered, basket sizes are higher.”
Missguided’s digitally-engaged customer base—it has 2.6m Instagram followers—means tried-and-tested service is crucial to maintaining its reputation and mitigating risk. As Harwood puts it: “Reliability is important, particularly given that if something goes wrong, our target market is quick to take any issues to social media. An outfit might be needed in time for Friday or Saturday night, so tracking and predictably helps us massively in managing any issues.” Retaining customers through reliability is also an important cost-saving measure for the business—repeat customers are more affordable and have a tendency to spend more per purchase.
The partnership has helped Missguided meet its distribution targets and has reduced the strain placed on internal resources. “DHL take control of the final mile, which helps manage demand on our customer services,” says Harwood. “They have also helped us improve first-time delivery performance, something that’s very important to us, given that we aim to have 95% of deliveries completed on the first attempt.”
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