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Dartford: Fashion store Missguided to open a new store in Bluewater with free makeovers and ice creams Fashion-conscious folk will be able to get a free makeover at the opening of a new store in Bluewater this weekend. The 16,000sq ft Missguided store is only the second in the country for the global fashion brand, joining the firm’s flagship store in Westfield Stratford. Managers worked with London-based design agency, Dalziel & Pow to create their second store. Missguided opens in Bluewater this weekend The store opens on Saturday, June 3, and celebrations will include NYX free makeovers for all customers, a DJ instore from 11am to 8pm and Pan-n-Ice free ice creams from noon to 6pm, while stocks last. The store will have an abundance of “Instagrammable” moments for its target audience of 16 to 35s, backing up its online #BabesofMissguided movement. Missguided will be offering free makeovers to mark its Bluewater opening There will also be two floor-to-ceiling digital screens and a third above the cashier desk showing recent campaigns. A specially designed circular shoe area near the rear of the store will be an instore boutique. Customers are invited in store from 10am-9pm (weekdays) and 9am-9pm (weekends) to shop and enjoy the ultimate Missguided experience. The latest venture is also set to create 100 job opportunities including management and sales. The DJ and makeovers will be in store every Saturday throughout June. Missguided has had a top London design agency to create its new Bluewater store
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The brand’s struggle has been interpreted as a worrying sign for the local retail industry given the collapse of a string of Australian fashion brands has been blamed on competition from overseas fast fashion giants. If the British-born label that took Australia by storm almost six years ago with Kate Moss as its brand ambassador — and which turns over $90 million a year — can’t make it here, then what hope is there for local retailers? Kate Moss made Topshop cool, but Australian shoppers have switched off. Picture: Gareth CattermoleSource:Supplied But while the news may have come as a shock to some, retail analyst Peter Ryan says he saw it coming. “The whole Topshop thing I never thought would work here,” Mr Ryan told news.com.au, dismissing its wares as “cheap clothing that really traded off its London cool”. He said the label’s appeal was at its peak when Topshop opened its first Australian store on Melbourne’s Chapel St “with great fanfare” in 2011. At the time, Hilton Seskin — who brought the brand Down Under — described it as Topshop’s most successful franchise opening ever. By the time its Sydney store opened the following year, young fashionistas were queuing around the block to get a first peak. But it went downhill from there, Mr Ryan told news.com.au, blaming a “substandard” product quality that would soon be eclipsed by Topshop’s international fast fashion rivals.
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