body positivity & marketing: missguided's campaigns

Updated: Feb 8, 2019

A quick google of “missguided body positivity” and a number of articles come up about Missguideds quest for body positivity in the fast fashion industry. But what really stands out, is that all these articles are not related to one campaign in particular - but, rather, a diverse array of campaigns and initiatives to boost body positivity in women.

The Make Your Mark Campaign

Missguided has led the way from December 2017 when it launched the “Make Your Mark” campaign which featured a range of models (think: plus size, cellulite, all races, and all smiling to show confidence in their own skin) and who were all photographed unairbrushed. The celebrations for Missguided follow in the footsteps of Asos who were likewise celebrated for featuring unairbrushed models (Hosie, The Independent, 2017).

Model Felicity Hayward in Missguideds Make Your Mark Campaign

The #inyourskin Campaign

More recently, Missguided launched the #inyourskin campaign which features models and everyday women which represent the uniqueness of skin. It ranges from conditions such as psoriasis to albinism to freckles.

The #InYourSkin Campaign Models

The Success of Intergrating Body Positivity into Marketing Campaigns

It’s no surprise that Missguided continues its online marketing campaigns that centre on body positivity. The success it generates is phenomenal. Following on from the Make Your Mark campaign, there was a 20% increase in visitors to the UK site and 12% to the US site (Hosie, The Independent, 2017).

From a marketing perspective, the social media (positivity) storm that it creates is a benefit to Missguideds’ chosen marketing campaigns. The retweets with all capitals “YES!!” generate a wider audience for Missguided without them having to expand their budget.

Is it genuine?

From a consumer perspective, I question the intergraton of the marketing communications with the usual website models. I visited the site and clicked the “30% of tops” promotion and this is what I saw:

Screenshot from Missguided Tops Section (05/06/2018)

The immediate thing that stands out to me is the use of the conventional models. Even if Missguided has given up the retouching, there is a discrepancy between who is being included in promotions and who is included in the main body of the site. Missguided seem to lack a genuity in practicing what they preach; if Missguided is so confident in the power of the body positivity message (which has been shown through social media reactions), why is there hesitation to use these models in their “regular” ecommerce photos?

Missguideds campaigns no doubt make a big impact on body positivity, but the campaigns need to be put into practice to really be classified as “meaningful marketing”. What do you think?


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