The Love Island Effect

Although we’re proud that England won on penalties and made the semi-finals, for the past few weeks most of the Golden Frog team have been focusing attention on the long hot summer we were promised.

For a fourth consecutive year, the show that has everyone talking has worked its magic, ensuring that we’re in front of the TV 9pm sharp. And even if it’s not your type on paper, you can’t escape the memes, gifs, exceptional marketing, and the fact that it’s ITV2’s most watched show ever.

Love Island’s popularity is only growing year on year, 2018’s launch night saw 3.4 million peak viewers, compared to 2017’s 1.3 million.

It’s not just the relationships, mugginess and grafting the nation is keeping a close eye on – viewers are inspired by the Islander’s fashion, whether it be a bikini, co-ord, dress or even nightwear.

Online clothing sites such as inthestyle, have shown the power of using social media to relate to Love Island, but one brand has found the ideal partner to couple up with.

This year, Missguided has partnered up with Love Island to be the official clothes supplier. Alongside Rimmel supplying makeup, and Superdrug being the show’s sponsor, Missguided are storming product placement partnership, putting their eggs in the Love Island basket.

The online fashion retailer has supplied clothes to the villa, alongside their menswear range, Mennace, for the boys on the show.

Outfits are categorised on the website ‘Missguided styles Love Island’, and their blog ‘Love Island latest’, giving online shoppers an effortless way to find the hottest outfits. However, arguably the most influential point of sale has been from the Love Island app.

The app promotes the official Love Island merchandise, but on its own tab is a ‘Style’ section where users can shop Missguided outfits straight from the villa through a Buy Now button.


Partnering with Love Island has meant that Missguided’s sales have reportedly increased by around 40%, every single evening.

The show’s other partnership, Rimmel, and show sponsor, Superdrug, also see regular product placements in the show. Conveniently arranged in the background of a #deepchat you see Superdrug’s Solait suncream range, and Rimmel’s products are used daily by the girls, not to mention the heavily branded parties with Rimmel’s Tattoo Transfers.

Considering Love Island’s and Missguided’s demographics entirely encompass the 16-29-year olds, it’s no surprise that a partnership of the two has worked seamlessly. Ultimately, #loyal viewers of the show have downloaded the app to vote, where they’ll also watch spoilers, catch up with villa news, and most importantly, shop Missguided.

Of course, the show isn’t to everyone’s taste, but there’s undeniable benefits to businesses working to increase brand awareness and propel sales.