# Glamorous eCommerce Flagships Missguided's New Flagship is the eTailer's First Standalone Store By Katherine Pendrill | Published 2017-04-11 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/missguided References: [drapersonline](https://www.drapersonline.com/news/first-look-missguided-roars-into-westfield-stratford-city/7016158.article) & [retailgazette](https://www.retailgazette.co.uk/blog/2016/11/missguided-opens-doors-to-first-standalone-shop-in-westfield-stratford) This past fall, the popular online retailer Missguided became the latest etailer to set up a brick-and-mortar outpost. Located in a hip east London neighborhood, the new shop gives fans of the ecommerce site a new way to enjoy the brand's fashion-forward wares. The new Missguided shop opened in London's Westfield Stratford City shopping centre last fall and it serves as the brand's [first standalone store](https://www.trendhunter.com/trends/dossier-flagship-boutique). The store itself is 20,000-square-feet and features a social media-friendly interior designed by the agency [Dalziel & Pow](https://www.trendhunter.com/trends/samsung-space). This includes beachy wallpaper prints, neon signs in the ever-popular '[Instagram](https://www.trendhunter.com/trends/mira) pink' hue and even a vending machine selling a drink dubbed 'unicorn dreams'. Designed to appeal to fashion-forward millennials, the new flagship gives the brand's loyal fans a way to shop for their favorite styles in a more hands-on, immersive environment. ## Trend Insights (Trend Hunter) - Score: 6.9/10 - Popularity: 100% | Activity: 100% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Why This Trend Is Growing - **Brick-and-mortar Expansion:** The trend of online retailers opening physical stores provides an opportunity for ecommerce brands to enhance the customer experience and reach a wider audience through immersive environments. - **Social Media-friendly Interiors:** The popularity of social media-friendly store designs presents an opportunity for retailers to create unique and shareable experiences that align with their brand image. - **Millennial-focused Retail:** The focus on appealing to fashion-forward millennials opens up opportunities for brands to design innovative retail spaces that cater to the preferences and needs of this demographic. ### Industries Being Reshaped - **Fashion Retail:** The fashion industry can benefit from opening innovative flagship stores that allow customers to interact with products and brands in a more tangible way. - **Interior Design:** The demand for designing social media-friendly retail spaces presents opportunities for interior design firms to create immersive environments that meet the needs of modern consumers. - **Beverage and Vending:** The integration of unique vending machines, like Missguided's 'unicorn dreams' drink dispenser, showcases an opportunity for the beverage and vending industry to create novel products and experiences. ## Related on Trend Hunter - [Live Shopping Flagships](https://www.trendhunter.com/trends/outlandish.md) - [Beverage Merch Flagships](https://www.trendhunter.com/trends/cocacola-1.md) - [Color-Accented Flagship Stores](https://www.trendhunter.com/trends/valentino-flagship-stores.md) - [Athletic Brand Flagship Stores](https://www.trendhunter.com/trends/gymshark-2.md) - [Luxury Flagship Reopenings](https://www.trendhunter.com/trends/miu-miu-london-flagship.md) - [Museum-Inspired High-Fashion Stores](https://www.trendhunter.com/trends/museuminspired-highfashion.md) - [Raw Architecture-Inspired Retail Interiors](https://www.trendhunter.com/trends/balenciaga-flagship-store.md) - [Two-Storey Luxury Retail Locations](https://www.trendhunter.com/trends/flannels.md) - [Heritage-Inspired Home Retail Stores](https://www.trendhunter.com/trends/the-laura-ashley-brands.md)