UK reality show Love Island has broken audience records this this year, and a partnership with online retailer MissGuided has seen the company emulating the show’s success.

MissGuided’s chief customer officer, Kenyatte Nelson, has confirmed that the brand sees a 40% increase in multichannel sales every night the reality show is on. Nelson believes the show is one of the only platforms except Instagram with permanent daily engagement with the company’s target market, and the increased sales are vindication of that approach.

According to YouGov, MissGuided’s Ad Awareness score has jumped from 13% to 20% during the first two weeks of the 2018 Love Island alone. It’s an ideal partnership, with MissGuided targeting 16-29 year olds, a group which dominates Love Island’s main demographic of 16-34 year olds.

How does it work?

The online retailer provides the contestants with outfits every few weeks so that they can wear them and be shown on the nightly episode.

The brand has then gone a step further, by linking up with the Love Island app which lists all the clothes/styles which were worn on that episode.

This not only adds convenience for customers, but also cuts down on the risk of customers shopping around for similar styles.

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The Office for National Statistics estimated in June 2018 online sales accounted for 17.5% of total textile, clothing and footwear retail. The online segment has grown 16.6% year-on-year, and MissGuided is prudent to team up with Love Island’s multi-platform experience to capitalise on this trend.

In this year’s series, Love Island has experienced record viewing figures, averaging 2.95 million.

Multi-screen experience

However, it not only enjoys large viewing figures but it also takes advantage of the increasing multi-tasking/multi-screen habits that millennial’s are demonstrating. Love Island works this to its advantage by not only showing the program on TV and online, engaging viewers on the app through polls and previews, but also connecting through social media.

Companies have needed to start thinking outside the box in recent years as consumers turn away from traditional print and TV. Many have resorted to social media, by hiring ‘influencers’ to advertise products on Instagram and YouTube.

While this has been successful to some extent, some consumers are leaning away from targeted marketing.

Instead, consumers want to ‘copy’ their idols’ style. The Love Island strategy could also work for many other brands and as the show increases in popularity more clothing brands will seek out similar partnerships.