r1577_9_misguided-2.jpg

Pure player Missguided is putting digital centre stage in its new store at the Bluewater Shopping Centre outside London. It is described as the "ultimate customer experience, with social media blurring the lines between physical and digital while creating a two-way conversation with the target customer". It will promote "instagrammable moments". The store will also have two floor-to-ceiling screens and will add hundreds of new lines to the assortment every week. One commentator has said that first the retail industry was disrupted by pure-play e-commerce companies, now Missguided has flipped the model on its head by showing how high-street shopping can be revolutionized by technology.