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The collapse and rebirth of UK fashion giant Missguided

Missguided was once Britain’s most visited online retailer. Boasting a large selection of everything from ultra-affordable party dresses to £1 bikinis, this fast fashion e-tailer was the preferred choice of the Love Island cast and everyone who wanted to be on the show or wished to look like those on the show. It also had a string of celebrity partnerships and collaborations to build a cachet among the 18- to 25-year-old age group that made up the company’s core market. However, those days