Missguided – How to stay competitive?

Hodson, Julie ORCID: https://orcid.org/0000-0002-5890-5836 (2020) Missguided – How to stay competitive? Berg Fashion Library. (Unpublished)

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Abstract

This case study encourages students to discuss buyer/supplier strategies and how to stay competitive within today’s global retail environment. Considering the fast fashion and rapid fashion business of today’s retail market, the students' will be encouraged to discuss the adjustments needed to deal with the retail competition and how to stay loyal to their current buyer/supplier relationships. Missguided are a fast fashion/rapid fashion business, making a high percentage of their product in the UK, the students' will examine the current sourcing strategy, supplier partnerships and devise creative solutions to construct an even strong brand competitiveness by bringing their product to market first.