Missguided sales boom following Love Island partnership

Missguided says it has seen sales increase by around 40% during the evenings Love Island is on TV, with the trajectory “ratcheting up” as the weeks go on.
Speaking to Marketing Week, Missguided’s new chief customer officer, Kenyatte Nelson – who joined the business six weeks ago from Shop Direct – says aside from Instagram, nothing allows it to reach its core 16- to 29-year-old female audience with the same efficiency as Love Island.
“There’s nothing tha