As the words ‘fast-fashion’ become a mainstay in the daily vernacular, a new wave of fashion commerce is being carved with the meteoric rise of ‘rapid-fashion’ brands.

Mass consumer, fast fashion driven by celebrity looks that are immediately obtainable online is what’s behind the success of brands like Missguided who are delivering what women want and delivering it rapidly. Taking a trending item from design to consumer in under a week is their mantra, fulfilling demand with fresh looks that are uploaded daily, promoted through visual merchandising that’s updated hourly and shopfronts delivered via Instagram and Facebook.

And the figures are impressive. Missguided’s turnover grew 70% to £87.2million in 2014/15. Such enormous growth in a short timeframe illustrates consumers’ increased demand for faster shipping and faster fashion and Missguided’s ability to forge an agile business model has been key to its success.

Over half of Missguided’s stock is made in the UK giving them the power to replenish a particular look almost immediately. “I like to say we’re the quickest,” says Nitin Passi, Missguided’s 33-year-old Founder and Chief Executive. “If [the high street] are fast fashion, we’re rapid fashion. If a trend comes, we need to have it on our site in under a week.”

Showing a deep understanding of their customer has also been at the heart of success and it is widely known that Missguided’s ability to reach out and connect with their customers on a daily basis and truly engage has also been key. Missguided has 3.5 million customers and the site attracts over 15 million visits each month. They ship to 160 countries and manage localised marketing campaigns. In Australia alone, sales have reached $12million per year.

Quoted in a recent article published by CMO.com.au following recent trip to Australia, Missguided’s Director of Marketing and Trading, Victoria Betts commented on the power of understanding the customer journey as the secret to becoming a successful rapid fashion retailer. “What we try and do is stay true to our brand DNA – we are Missguided wherever we are in the world”, she said. “We offer the same brand, the same proposition and the same products, but we tailor it all to make it more locally relevant. In the US for example, the primary driver is impatience to gain goods quickly. In Australia, it is transitional layering that is working very well.”

“What is really important thought”, says Betts, “is making sure Missguided can connect with its customers and engage anywhere, at any time they want to shop. To survive the ride it’s important to be available and think about your consumer’s journey 24/7.”