Missguided Uses Product Placement on Love Island

Missguided Uses Product Placement on Love Island

Forget Jack and Dani. The real winner of Love Island was Missguided. The fast-fashion retailer provided clothes for contestants and allowed viewers to shop for them via the show’s official app. The result: a 40 percent bump in sales.

Missguided and Love Island

For eight weeks, young singles flirted, partied and lounged by the pool in a secluded villa on the island of Majorca off the coast of Spain. Millions of viewers tuned in six nights a week to see who had coupled up and who was getting “dumped” from Love Island, and downloaded the official Love Island app to vote for their favourite contestants.

Many of the contestants’ clothes — when they were wearing any — were provided by online fast-fashion retailer Missguided. Viewers could shop their favourite looks, from animal-print bikinis to plunging embellished jumpsuits, via the app and on the retailer’s website.

Read the full article from Business of Fashion