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Missguided went badly off course. Could this become a trend?

Fast fashion boomed in the pandemic, but post-lockdown many others in the market are suffering too

The collapse of fast fashion retailer Missguided has been a bin fire for suppliers, shoppers and investors. As administrators pore over the books this week, and creditors clamour for their money, the question being asked is: was its demise is a warning bell for the online rag trade, or just an isolated case of one company living up to its name?

Missguided’s creations were once paraded proudly around the pool on Love Island and promoted by a stream of influencers in marketing tie-ups. The Manchester-based firm, or at least its brand, is now destined to become part of Sports Direct founder Mike Ashley’s empire after his firm shelled out £20m for intellectual property rights.

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Read the original article at The Guardian

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