Innovators By Current Global

UK hit reality TV show, Love Island, is all about meeting the customer where she lives, says Missguided's chief digital officer, Jonathan Wall, on the latest episode of the Innovators podcast by TheCurrent. "Love Island for our sector, it's kind of like the annual peak, or the annual Christmas, of [other retailers]. It's our nirvana. You could not find anything else that's absolutely spot on to our bullseye customer," he comments. The fast fashion multi-channel retailer saw its sales spike 40% during the show this summer, which all came down to reigniting and re-energizing lapsed customers of more than six months, he notes. Product placement, which is essentially what this was, isn't new in strategy – but it's effective when it's done right, he explains. In this instance, his team designed looks and dressed all of the stars in the show. Wall's strategy is focused primarily on relevancy to the shopper, much of which comes from the fact his team internally are those individuals themselves. "O