Missguided enters holiday market with Vacays offer targeting 'core customer'

By

Sandra Halliday

Published
Nov 20, 2019

Fast fashion retailer Missguided is entering the holiday market and while that doesn’t mean it’s going to be directly organising package tours with a fashion theme, it has just launched Missguided Vacays in partnership with UK holiday comparison and deals website icelolly.com.

The new initiative allows its customers to “compare and save on millions of experiences from the UK’s leading travel companies [and] complements the brand’s already popular clothing range to provide customers with the chance to research their ultimate holiday,” we’re told.

It’s part of a wider trend that sees fashion retailers linking up with other businesses to directly expand their revenues and to increase brand awareness. But it’s one of the boldest moves in this trend and neatly exploits the typical Missguided customer’s interest in travel and beach holidays.

Retailers across the UK have been teaming up with not-directly-linked businesses to facilitate sales-enhancing features such as click & collect, or to add a new dimension to their stores that might attract more footfall. For instance, last month, Next said it would add concessions into some stores for mobile phone network O2.

But the Missguided move is one of the most interesting examples and Nicola McGee, Head of Performance Marketing at the firm, said: “We’re incredibly excited about the partnership and see it as a natural synergy between two core verticals that resonate with our core customer. It’s been great collaborating with another Northern firm to bring this project to life.” 

The company said the new Vacays offer “simplifies what can sometimes be a complicated process to give each customer a simple and easy way to find the very best holiday experiences in the market. All packages available on the site are covered by ATOL, so customers can rest assured that the range of affordable, low-cost deals across sun, city, ski and cruise are financially protected”.

The site has “a contemporary layout and colourful imagery” and has been designed for customers “seeking inspiration, new ideas and, above all, great value deals”. The homepage features an easy-to-use navigation menu designed to simplify the search and book process. 

Customers can find complete breaks or just hotels with real-time pricing and live availability from key holiday and cruise providers including TUI, Jet2holidays, On the Beach, Love Holidays, Princess Cruises, Royal Caribbean and more.