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Missguided.co.uk hits £1m sales in June

Fast fashion etailer Missguided.co.uk passed the £1m sales mark for the first time in June thanks to an improved customer journey and high profile marketing initiatives.

The online store, which launched in 2009, saw sales rise 401% from £212,000 in June 2010 to £1.06m last month. It builds on a 380% rise in May to £874,000 from £182,000 in May 2010. It has also seen a significant uplift from 11,058 registered customers between May and June in 2011 to 46,945 over the same period this year.

The sharp increase follows changes to the Missguided site, which has created a more “editorial feel” to the site’s content. It has also been working on the “continuously” on improving and evolving the customer journey.

It has also been working on a focused social media campaign, including blogging, exclusive offers and competitions, which ran alongside an integrated marketing strategy including TV sponsorship and print advertising.

The Missguided Splash range of cosmetics was also promoted via cover mounts on Cosmopolitan magazine.

Nitin Passi, Missguided founder and chief executive, said: “Despite broader economic challenges, thus far, 2011 has been an exceptional year for Missguided.co.uk. We offer fast fashion in an aspirational but accessible online environment and continually innovate to offer daily reasons to return to our website.”

Missguided.co,uk won the best new etailer awards at the Drapers Etail Awards earlier this year.

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