Missguided Takes Product Placement to the Next Level on Love IslandAugust 04, 2018
The fast-fashion retailer provided clothes for contestants and allowed viewers to shop for them via the show’s official app. The result: a 40 percent bump in sales.
Forget Jack and Dani. The real winner of Love Island was Missguided.
For eight weeks, young singles flirted, partied and lounged by the pool in a secluded villa on the island of Majorca off the coast of Spain. Millions of viewers tuned in six nights a week to see who had coupled up and who was getting “dumped” from Love Island, and downloaded the official Love Island app to vote for their favourite contestants. Many of the contestants’ clothes — when they were wearing any — were provided by online fast-fashion retailer Missguided. Viewers could shop their favourite looks, from animal-print bikinis to plunging embellished jumpsuits, via the app and on the retailer’s website.
And they did. Missguided says the reality television smash boosted sales by 40 percent compared with the eight weeks prior to when the show started airing. Some items worn by popular contestants — known as Islanders — would see an instant 500 percent sales bump.
Business of Fashion