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Missguided SAP Customer Activity Repository

Rapid Deployment of Scalable, Resilient Solution Enables Opening of Their First Brick-and-Mortar Flagship Store

About Missguided

Missguided is a UK-based multi-channel retailer selling clothes aimed at 16-35 year-old women. With an experimental approach, the fast-growing UK retailer is one of the world’s most exciting young fashion brands and follows a principle of rapid fashion, introducing masses of new styles every week.

Founded in 2009, the company's has experienced rapid growth, shipping to 180 countries worldwide with wholesale presence on ASOS, Zalando, Nordstrom, and Namshi, including concessions in Selfridges throughout the UK.

Missguided was looking to expand the business into different markets including establishing a presence in top shopping centers and high streets across the UK. Moving from a niche online player to a global fashion brand was a challenge and the brand realized that they needed to be as radical with their approach to tech as they were with their clothing.


Key Objectives

  • Upgrade core systems since existing custom-developed legacy systems were unable to scale with rapid growth
  • Required a platform that could help expand the brand to other markets quickly, drive footfall to the retail outlet and increase the merchandise range
  • Time-critical project: needed an operational system to launch the first store
  • Needed to be a fashion industry specific solution; providing functionality that is built on best practices and delivered omnichannel functionality

Solution Highlights

With a tight timeline set to open its first brick-and-mortar store in London, the company was on the search for a scalable system to support their meteoric growth and entrepreneurial spirit. 

With that in mind, the technologies selected were SAP® Fashion Management, the attune Fashion Suite™ to accelerate its implementation, and SAP® Customer Activity Repository (CAR) to bring Missguided’s retail, wholesale and e-commerce operations onto a single platform.

Following an aggressive approach to launch its first store and officially begin its journey from an online-only to omnichannel Fashion Company, the company successful launched its retail store on SAP FMS, along with SAP CAR, a real-time repository for multichannel retail data, within 5 months. 

Digitizing a Digital Business

Missguided talks about their SAP journey and how the solution is helping them run their business better.


Business Benefits/Goals:

  • Single view of the customer and real-time customer insights
  • Rapid implementation leveraging attune Fashion Suite
  • Greater insight into inventory availability across channels
  • Unified digital and physical channels for one view of the brand

Manchester, UK


GBP 117M

Line of Business

Women's Fashion

SAP Solutions

SAP Fashion Management, SAP Customer Activity Repository

Missguided: Digitizing a Digital Business

Missguided talks about their SAP journey and how the solution is helping them run their business better.

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