Missguided launching new category extensions: lingerie, petite, tall and premium

Endaba Group

Fast fashion etailer Missguided is launching new category extensions for Autumn ’15, which will be released early September, including its first lingerie and nightwear collection, petite, tall and a premium sub-brand called Peace 7 love. This will be alongside a plus-size collection named ‘Destination size and fit’; their plus-size range was introduced last November. Its latest collection contains more pieces, c.120-150, which will expand throughout the season.

The etailer is rightfully grasping the opportunity to expand into the plus-size and special sizing markets, which are a success on fellow etailers such as Boohoo.com. They also believe their tapping into a gap in the market with their ‘Peace & Love’ premium collection, which is designed for the “confident, fashion savvy woman”.

The nightwear collection is set to be released online mid-September, lingerie in mid-October, the same time as the premium brand’s launch.