Missguided Marketing Strategy

Firstly, STP strategies is segmenting, targeting and positioning. The definitions of segmenting is that a company splits a market into smaller groups who they target through behavioural, psychographic and profile. Targeting is to choose few or a segments to provide marketing activities and marketing offers. Positioning is that a company design its marketing activities and images to distinguish from competitors in customers’ mind. In the below, I will analyze the STP strategies of two online fashion clothing competitors. (ASOS and Missguided) To begin with, ASOS segments all fashion lovers. Its segmentation is according to the level of passion for fashion clothing and age of customers. In terms of ASOS official website, the products of ASOS are partial to young people, such as 20+ people. This segmentation is easy for ASOS to conduct a targeting strategy. ASOS is able to collect information from the website visitors. For
According to missguided official website, the segmentation of Missguided is similar with ASOS, visitors are segmented by the level of passion for fashion and age of group of people. However, its segmentation is only for women. All its products are female styles. On the other hand, Missguided targets young women to serve. From its website, there is a specific offer for students, students are able to obtain 30% off student discount, when they purchase clothes. Missguided is also providing another offer to promote some of its products. The offer is 40% off 100s of styles.
The positioning of Missguided competes with competitor in another way. Missguided has created a fashion blog, which shows visitors how to wear its products. What is more, the layout of Missguided website is easy to navigate for customers, and there are detail pictures and texts in introducing specific