Making it in the fashion industry – the rise of Missy Empire

As global fashion brands continue to spend millions on production and marketing, breaking into the industry has never been more difficult.

Missy Empire has risen from the crowd to compete with bigger brands and cement themselves as forward-thinking industry leaders in the world of fast fashion.

Brothers Ash and Ish Siddique initially made clothing for high street retailers at their father’s knitwear firm in Manchester’s fashion district before they decided to start selling their own brand of womenswear. Within four years of launching, the brothers have transformed the brand into a £15 million turnover business and become trailblazers in the emerging world of fast-fashion.

On staying relevant in a competitive and crowded marketplace, Ash said:

It’s a crowded market and there’s a lot of noise. the best way to deal with any noise is to just zone into what your customer wants, blur out all the commotion and just focus on your unique message. We focus on the things that add value to the customer, not to add to an ego or brand awareness.

Their rapid rise hasn’t gone unnoticed after claiming top spot in The Sunday Times SME Export Track 100 in 2019 and more recently securing funding to relocate into a new 35,000 sq ft headquarters in the heart of Manchester.

The move allows the company to increase stock capacity, ensuring that they are primed for further growth ahead of the peak trading season.

Head of High Growth at Sedulo, Stuart Dutton, commented on the rise:

The continuous evolution of a recognisable brand expanding to compete with the big players in the fast fashion market is exciting to work with. Ash and Ish have done a great job building the Company and are following this with strengthening their team in the new premises for the next stage of the business growth.

On what the future holds for Missy Empire; they continue to invest heavily in technology so they’re ahead of the game when it comes to online and influencer marketing, with their team overseeing exciting market expansions in America, Europe and Australia.

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