đź‘€Brandwatch: Missguided – misguided on Mental Health

⏳ 3 minute read.

Missguided was called out over its #WorldMentalHealthDay tweet over the weekend. A lot of people were not happy.


Missguided is a UK-based multi-channel retailer selling clothes aimed at 16–35 year old women.

In this article, you will learn:

  • How Twitter users reacted to Missguided’s #WorldMentalHealthDay tweet.
  • How Missguided tried to put it right.
  • How other brands marked #WorldMentalHealthDay, without causing a stir.
  • How it should have been written
On #WorldMentalHealthDay, Missguided tweeted this:
  • The tweet got a mixed reaction– the majority, negative.
  • Negative responses: People felt the hashtag was being used to increase its social media presence rather than selflessly supporting the cause. (In red below).
  • Positive responses: Others were more understanding and were pleased that it opened up a conversation about mental health. (In green below).
  • To put it right, Missguided apologised and said that they will double the donation. (In orange below).
  • Here are some more responses:

Not the first time Missguided was misguided about mental health:
  • The brand came under fire in 2016 for inappropriate and insensitive messaging in one of its shop displays.
  • The shopper (Hollie) spotted the sign and quickly shared it on Twitter, expressing her distaste. (See below).
  • After receiving complaints, Missguided immediately removed the sign.
You would have hoped Missguided
learnt from this previous epic fail!

Here’s how other fashion brands marked the day
(without causing a stir)

As you can see, other brands hit the right balance.

A better tweet would have been along the lines of:

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