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Missguided x Love Island's App Collab Styled Fans Like Their Favorite Stars


A 'shop the look' page on the television series' app caused Missguided sales to surge—proving the viability of 'see now, buy now' capabilities as well as creative ways to drive commerce via content

Even in the age of online influencers, T.V. stars still hold sway in inspiring viewers' aesthetics and style. Accordingly, one mobile-first collaboration between a famous U.K. television series and a popular e-tailer helped fans recreate their favorite characters' looks.

As identified by PSFK analysts in recent research on innovative ways to drive fan engagement, fast-fashion brand Missguided partnered with reality show Love Island to dress the actors with its most covet-worthy clothing, then let viewers shop the exact look. Drawing on the popular series' large pool of young viewers, the collaboration enabled users of the Love Island app, which already provided them with the latest show updates and an ecommerce platform, to access a special style section stocked by Missguided's trending wares.

Fans of the show could then simply click to purchase looks they liked under the “Love Island style” page. Missguided experienced a major sales surge after the partnership went live, proving the success of enabling a ‘see now, buy now' capability as well as serving as an example of creative ways to tap already engaged audiences to drive commerce via content.

Missguided x Love Island