Case Study


Five-year 'Strategy into Action' plan.


Five-year ‘Strategy into Action’ plan for online fashion retailer Missguided.

Following rapid growth in its first nine years, UK-based women’s value fashion online pureplay Missguided needed to clarify its continued growth path both within the UK and internationally, along with the actions and investments required to realise this.


Javelin Group was engaged to define Missguided’s five-year strategic growth plan.

Javelin Group undertook a detailed assessment of the current business including its customers (supported by recently-procured customer insight), markets, competitors and channels, as well as the customer experience and offer (in the form of a range and price review), and its IT and operational capabilities.


Informed by this assessment, Javelin Group worked closely with Missguided’s executive team to determine the business mission and five-year growth plan including target customers, brand positioning, product offer, strategic channels and target international markets. The final strategy, which set out ‘where we will play’ and ‘how we will win’, was supported by a detailed roadmap of initiatives and a financial model.

The quality of the work delivered by Javelin Group went far beyond what even I was expecting. The team delivered a full corporate strategy in just 10 weeks, achieving depth in a remarkable range of business areas, from customer experience and product to technology, operations and international expansion. I was especially impressed by the deep level of expertise as well as dedication and commitment of the Javelin Group team. This was exceptional work and I will be using the delivered plan to drive our business over the next five years.
Gareth Jones, CEO, Missguided.

Find out more about Javelin Group’s Digital Retail Strategy service line.

Contact  Matt

Contact Practice Director

Matt Jeffers

Director, Strategy

Matt Jeffers runs the Digital & Growth Retail Strategy service line. He has led projects covering omni-channel strategy and ecommerce performance improvement for multiple retailers across grocery, DIY/building materials, apparel and luxury goods sectors. Prior to Javelin Group, Matt led’s international development, launched it in China and oversaw the internal strategic growth plan for the Group. He also planned’s strategic development in Central and Eastern Europe and across Asia-Pacific.