ASOS Design, Marketing and Pricing Report

azragk

A

S

FASHION COMMUNICATION WITH

BUSINESS STUDIES L5

AZRA-GENEVIEVE KALINIEWICZ

O

S

1.

MODULE AD280

“MY BRAND”

A DESIGN, MARKETING AND

PRICING REPORT

FIG.1 JACK AGENCY FOR ASOS COLLUSION


“CONTENTS”

3 ______________________________________BRAND HISTORY

4 ______________________________________BRAND IDENTITY

5 ______________________________________BRAND PRISM

6 ______________________________________TARGET MARKET

7 ______________________________________PESTLE

8 ______________________________________BRAND MAP

9 ______________________________________MARKETING MIX

10 _____________________________________COMPETITORS’ ANALYSIS

14 _____________________________________SWOT ANALYSIS

15 _____________________________________SUMMARY PART 1

17 _____________________________________NEW PRODUCT PROPOSAL

21 _____________________________________TARGET AUDIENCE NEW PRODUCT

22 _____________________________________MARKETING MIX NEW PRODUCT

23 _____________________________________PRICING

26 _____________________________________SUMMARY PART 2 & PERSONAL STATEMENT

27 _____________________________________BIBLIOGRAPHY


“BRAND HISTORY”

FORMERLY KNOWN AS ASSEENONSCREEN, ASOS LAUNCHED IN 2000 OFFERING ITS CUSTOMERS A

PLATFORM TO PURCHASE CLOTHING THAT HAVE BEEN SEEN IN FILM OR TV. THE MAJOR RETAILER

OFFERS THIRD-PARTY BRANDED FASHION, AS WELL AS ITS OWN COLLECTION LINE OF CLOTHING,

ACCESSORIES AND COSMETICS. WITH OVER 850 FEATURED BRANDS ON THEIR WEBSITE, AS WELL AS

SHIPPING TO OVER 200 COUNTRIES, ASOS OFFERS ALL ITS CUSTOMERS AFFORDABLE, TREND

INSPIRED FAST FASHION. AT THE TIME OF ITS LAUNCH IT WAS EXPECTED TO “NEVER GOING TO

WORK” 1 AND IT’S ONLINE-ONLY PLATFORM WAS DESCRIBED AS A “FAD” 1 BY MANY COMPETING HIGH

STREET RETAILERS. THEY STILL CURRENTLY HAVE NO PHYSICAL STORES WHICH PREVIOUSLY MADE

MANY PEOPLE QUESTION ITS ABILITY TO SUCCEED WITHOUT THE SENSORIAL EXPERIENCE OF

SHOPPING IN STORE. NINETEEN YEARS LATER THE BRAND HAS BEEN ESTIMATED TO HOLD A NET

WORTH OF OVER £6.1B, PROVING THAT IT WAS A HUGE INNOVATOR TO THE SUCCESS OF THE ONLINE

SHOPPING EXPERIENCE.

2. 3.

FIG.2 ASOS PLC

FIG.3 ASOS PLC


“BRAND IDENTITY”

BUILDING UPON IT’S THIRD-PARTY BRANDS, ASOS INTRODUCED MORE PLATFORMS

SUCH AS ASOS MARKETPLACE WHICH AIMED TO INTEGRATE ITSELF WITH

VINTAGE, SECONDHAND FASHION WHICH HAS BECOME A FUNDAMENTAL TREND

DERIVATIVE OF GENERATION Z AND MILLENNIAL FASHION. BEING “AS MUCH A

TECHNOLOGY COMPANY AS A FASHION COMPANY” 2 EXPLORES THE JOURNEY ASOS

HAVE BEEN ON TO INTRODUCE A NEW WAY TO SHOP. CONVINCE IS A HUGE

IMPLEMENT ON WHY ONLINE RETAIL SALES ARE RAPIDLY GROWING AND ASOS ARE

CONTINUOUSLY THINKING OF NEW WAYS TO MAKE SHOPPING A TECHNOLOGY RUN

BUSINESS, FOR EXAMPLE BY SYNCING CUSTOMERS SAVED ITEMS ACROSS ALL

THEIR DEVICES TO PROMPT SALES. SELLING READY-TO-WEAR PIECES FOR BOTH

MEN AND WOMEN, BEAUTY, SHOES, ACCESSORIES AND EVEN HOME WEAR, ASOS

ARE AIMING TO PROVIDE PRODUCTS FROM BOTH HIGH STREET AND DESIGNER

BRANDS TO ENCAPSULATE A CONSUMERIST AUDIENCE ON ONE EASY TO USE

PLATFORM, NO MATTER WHAT THEY ARE LOOKING FOR. ASOS EDITS AND

INSIDERS AIMS TO INSPIRE ITS USERS TO INTEGRATE THEMSELVES WITH

CURRENT TRENDS, BRANDS AND ONLINE INFLUENCERS WHO CUSTOMERS MAY

FOLLOW AND KEEP UP TO DATE WITH. 4.

FIG.4 VOGUE ASOS COLLUSION

ASOS DESCRIBE THEIR BRAND MISSION STATEMENT AS “EMPOWERING 20-

SOMETHING TO LOOK, FEEL AND BE THEIR BEST SO THEY CAN ACHIEVE AMAZING

THINGS”2 WHICH ILLUSTRATES A CLEAR TARGET MARKET OF A YOUNGER

GENERATION WHO WANT TO BUY INTO A BRAND THAT IS CURRENT, IN THE KNOW

AND FRESH. ASOS HAVE ACTED ON THIS BY KEEPING THE COMPANY FRESH

FACED, USING THE YOUNG GENERATION TO PROVIDE TO A YOUNG GENERATION,

AS THEY KNOW WHAT IS IN DEMAND. TO CREATE A MULTI-PLATFORM, THE BRAND

INTRODUCED NEW CUSTOMER BENEFITS SUCH AS THE VERY SUCCESSFUL ASOS

MAGAZINE, ASOS APP, FREE DELIVERY AND RETURNS, CUSTOMER CARE, PREMIER

AND THE NOW DISCONTINUED ASOS A-LIST WHICH WAS AN INTELLIGENT REWARD

STRATEGY THAT INFLUENCED ITS CUSTOMERS TO BUY MORE AND RECEIVE MORE.


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REFLECTION

-QUALITY

-AFFORDABLE

-MINDFUL

-TREND

SETTERS

SELF IMAGE

-ON TREND

-YOUNG GENERATION

SUPPLYING TO A YOUNG

GENERATION

-GOOD VALUE

-CREATIVITY

-UNIQUE

CULTURE

-LIFESTYLE

-TECHNOLOGY

-ONLINE INFLUENCERS

-NEW AND VINTAGE

RELATIONSHIP

-RELIABLE

-VARIETY

-ETHICAL BRANDS

-DISTINCTIVE

5.

PERSONALITY

-YOUTHFUL

-VIBRANT

-INCLUSIVE

-SOCIAL

-BRAVE

PHYSIQUE

-ONLINE ONLY

RETAILER

-MULTIPLE SUB

BRANDS

-LARGE COLOUR

PALETTE

FIG.5 ASOS COLLUSIONS ON DRAPERS


“TARGET MARKET”

6.

ASOS HAS MARKETED ITSELF TOWARDS A YOUNGER DEMOGRAPHIC OF SHOPPERS

AS THIS IS THE MOST FASHION CONSCIOUS AND UP TO DATE MARKET THERE

IS. THEY NOT ONLY WANT TO SELL PRODUCT- BUT ALSO A PLATFORM TO

SOCIALIZE, INSPIRE AND SHARE ON. WHEN CONSIDERING ALL THE BRANDS

THEY STOCK, THEIR PRICES AND OWN COLLECTION SUB BRANDS, THEIR

TARGET MARKET ARE INDIVIDUALS THAT SIT ON THE LINE OF SEEKING HIGH

STREET PRICE TAGS AND HIGH-QUALITY DESIGNS.

THESE INDIVIDUALS ARE MOST LIKELY WILLING TO PAY SLIGHTLY MORE FOR

SOME BRANDS THAT PROVIDE QUALITY DESIGNS THAT ARE ON TREND. THEY

MARKET TOWARDS THIS DEMOGRAPHIC BY EMBODYING A “FASHION-FORWARD

FRIEND WHO YOU TRUST TO SAY, 'TRY THIS”2 SHOWING THAT THEY VALUE A

SOLID, TRUSTWORTHY RELATIONSHIP BETWEEN THEMSELVES AND THEIR

CUSTOMERS.

IT’S CUSTOMERS VALUE HONESTY, GOOD VALUE, QUALITY AND VARIETY- AS

WELL AS A PLATFORM THEY CAN SOURCE RELEVANT INSPIRATIONS,

INFLUENCERS AND NEW BRANDS ON. THEY HAVE A VERY VARIED PRICE POINT

DEPENDANT ON DIFFERENT BRANDS, SO CUSTOMERS HAVE THE CHOICE TO

EITHER SEARCH BY PRODUCT OR BY COMPANY. ALTHOUGH THEY PRESENT THEIR

TARGET MARKET AS 20-SOMETHINGS, THEIR CUSTOMER BASE IS QUITE VARIED

WITH BOTH TEENAGERS ASPIRING A MORE MATURE AESTHETIC, AND OLDER

CLIENTELE LOOKING TO STAY RELEVANT AND TRENDY- HOWEVER YOUNG ADULTS

ARE WHERE THEY MAKE THEIR HIGHEST SALES.

FIG.6 HYPEBEAST.COM ASOS

THIS IS JESS- A LONDON BASED STUDENT

STUDYING GRAPHIC DESIGN.

SHE IS A SOCIAL INDIVIDUAL WHO IS

WELL INFORMED ABOUT THE ARTS. SHE

ENJOYS GOING TO GIGS AND GALLERIES

WITH HER FRIENDS.

AS SHE IS A STUDENT LIVING IN THE

CITY SHE IS ON A BUDGET. SHE DOES NOT

HAVE A SET STYLE AND LIKES TO BE ABLE

TO EXPERIMENT WITH HER STYLE.

MOST USED APPS:INSTAGRAM AND SNAPCHAT


POLITICAL

ECONOMIC

SOCIAL

TECHNOLOGICAL

ENVIROMENTAL

LEGAL

“PESTLE”

BREXIT HAS HAD A PROFOUND EFFECT ON THE ABILITY COMPANIES HAVE WITH

TRADING. ASOS USE A VAST QUANTITY OF HIGH-STREET RETAILERS WHO VERY

OFTEN PRODUCE THEIR PRODUCTS OVERSEES- THIS MAY AFFECT TRADE AGREEMENTS.

PEOPLE ARE BECOMING MORE APPREHENSIVE ABOUT SPENDING MONEY DUE TO THE

UNCERTAIN FINANCIAL SITUATION IN THE UK. THIS IMPACT WHERE PEOPLE SPEND

THEIR MONEY AND HOW MUCH THEY ARE WILLING TO BUY INTO A PRODUCT.

ETHICAL TRADING, SUSTAINABLE SOURCING AND ANIMAL WELFARE HAVE ALL BECOME

FACTORS THAT PEOPLE ARE CONSIDERING IN A FAST-FASHION INDUSTRY. PEOPLE

ARE MORE INTERESTED AND AWARE OF WHERE THEY GET THEIR CLOTHES FROM.

Online retailing has become a convenient option with the encouragement

of social media platforms that are able to connect customers with

different brands. Influencers also have a profound effect on customer

consumption by creating hype around the brands that promote them.

Sustainable and ethical production is becoming more attractive as people

are becoming more aware of how their products are made. Companies such

as ASOS are starting to collaborate with different suppliers, brands and

organisations to introduce industry-wide change.

Companies have a big responsibility to provide products that comply with

guilt-free products. Ethical trade programs/partnerships, sourcing’s

maps and third-party reliability are all things that ASOS have

introduced early on into their brand.


I CREATED THIS ‘BRAND MAP’ TO ILLUSTRATE

THE POSITION OF ASOS WHEN COMPARED TO ITS

COMPETITORS. I CHOSE TO DISTINGUISH THE

DIFFERENCES BETWEEN CLASSIC AND TREND

HEAVY FASHION, ALSO BY HIGH AND LOW PRICE

TO GET A SENSE OF HOW DESIRABLE OR

ATTAINABLE THESE BRANDS ARE. I PUT ASOS AS

THE MOST TREND HEAVY COMPANY BECAUSE OF

THEIR FAST UPDATES ON CLOTHING, TREND

SECTIONS AND EDITS. I USED COMPETITORS

SUCH AS HOUSE OF FRASER WHO ALSO STOCK

THIRD-PARTY CLOTHING, AS WELL AS FAST-

FASHION GIANTS SUCH AS BOOHOO AND PRETTY

LITTLE THING. WHEN WE LOOK AT BRANDS AT

DIFFERENT PRICE POINTS, IT’S OFTEN THAT

THE BRANDS AT THE LOWER SIDE OF THE

SPECTRUM STRUGGLE WITH QUALITY OF

GARMENTS. THE AGE-RANGE OF CUSTOMERS WHO

ASSOCIATE THEMSELVES WITH THESE BRANDS ARE

USUALLY FROM A YOUNGER GENERATION, WHO

APPRECIATE CONVENIENCE, PRICE AND FAST

TREND TURN OVER RATHER THAN CLASSIC,

QUALITY BUT EXPENSIVE ITEMS.

CLASSICAL

ICAL

“BRAND MAP”

HIGH PRICE

TREND BASED

LOW PRICE


“MARKETING MIX USING 7 P’S: ASOS”

PRODUCT

PRICE

PROMOTION

PLACE

PEOPLE

MENSWEAR, WOMENSWEAR, SHOES, BAGS, ACCESSORIES, JEWELRY, LINGERIE, SWIMWEAR, BEAUTY,

ACTIVEWEAR, PLUS SIZE, MATERNITY, BRIDAL, HOMEWARE. OVER 80,000 PRODUCTS AND LAUNCHES 3,500

NEW STYLES EACH WEEK.

PRICE RANGE BASED ON CURRENT STOCK:

DRESSES: £2- 395

ACCESSORIES: £1.50 - 400

ACTIVEWEAR: £4 - 320

STRONG ONLINE PRESENCE ON MULTIPLE SOCIAL PLATFORMS:

INSTAGRAM: 8m

TWITTER: 1m

FACEBOOK: 5.9m

PINTREST: 699K

YOUTUBE: 89K

GOOGLE+: 2.3m

ONLINE STORE ONLY- STOCKING OWN COLLECTION OF CLOTHING AS WELL AS THIRD-PARTY BRANDS. ASOS’

HEADQUARTERS ARE BASED IN CAMDEN TOWN IN LONDON.

IN JUNE OF 2000 NICK ROBERTSON AND QUENTIN GRIFFITHS FOUNDED ASSEENONSCREEN. IN 2003 AFTER

AIM IN THE LONDON STOCK EXCHANGE, SHAREHOLDERS COLLECTIVELY CHANGED THE NAME TO ASOS. IN

2004, THEY LAUNCHED THEIR OWN WOMENSWEAR LABEL WHICH OFFERS A FAIR PRICE AND GOOD QUALITY.

PROCESS

PHYSICAL

ASOS OFFERS ITS CUSTOMERS NEXT-DAY DELIVERY FOR A YEAR FOR £9.95 AS WELL AS FREE RETURNS.

ON ORDERS OVER £25 STANDARD 3-5-DAY DELIVERY IS FREE (IF UNDER IT IS £3) OR YOU MAY SELECT

THE CLICK AND COLLECT OPTION. THEY ALSO OFFER SAME DAY DELIVERY FOR A FURTHER £9.95 WHICH

NOT MANY RETAILERS CAN PROVIDE.

NO PHYSICAL ASOS STORES. CAMDEN, LONDON HOSTS THEIR HEAD OFFICE IN A CONVERTED TOBACCO

FACTORY. CUSTOMER CARE IS BASED IN LEAVESDEN, WAREHOUSE BASED IN BARNSLEY, TECHNOLOGY HUB

BASED IN BIRMINGHAM. OVERSEAS ‘IN-COUNTRY TEAM’ OFFICES ARE IN NEW YORK, PARIS AND BERLIN.


“HOUSE OF FRASER

INTRODUCTION”

FIRST OPENING IN GLASGOW,

SCOTLAND IN 1849- HOUSE OF

FRASER BECAME A MAJOR

DEPARTMENT STORE BRAND.

SELLING QUALITY ITEMS AT A

VARIED PRICE RANGE- THEY

SUPPLY EVERYTHING FROM MENS &

WOMENSWEAR TO ELECTRONICS.

7. 8.

THE BRAND HAS QUITE A MATURE

AND SOPHISTICATED AMBIENCE

ABOUT IT. THEIR TARGET

AUDIENCE ARE WOMEN BETWEEN THE

AGES OF 21-55. WHILE MOSTLY

STOCKING THIRD PARTY BRANDS,

THEY DID SUPPLY OWN BRAND

PRODUCTS ONCE.

FIG.7 HOUSE OF FRASER

ENGAGE CUSTOMER

FIG.8 KINNERSLEY KENT

DESIGN

FIG 9 HOUSE OF FRASER

OWN BRANDS

FIG.10 HOUSE OF FRASER OWN BRANDS

THEY ADHERE TO QUITE A DARK,

BROODY ASTHETIC WITH LAYERING

AND FINE DETAILING. THERE IS A

DEFINATE ATTITUDE WITH THE

CLOTHING, YET STILL LOOKS

MODERN AND MINIMALISTIC.

9.

“WE’VE BEEN ON A MISSION TO PROVIDE

YOUR HEARTS DESIRE FOR MORE THAN

150 YEARS.”

10.


“MARKETING MIX USING 7 P’S: HOUSE OF FRASER”

PRODUCT

PRICE

PROMOTION

PLACE

PEOPLE

WOMENSWEAR, MENSWEAR, CHILDREN + BABY, BEAUTY, HOMEWARE, ELECTRICALS, FURNITURE, JEWELRY, SHOES,

ACCESSORIES, ACTIVEWEAR.

PRICE RANGE BASED ON CURRENT STOCK:

WOMENSWEAR SCARFS: £7 – 250

MENSWEAR SUITS: £12 – 595

FOOTWEAR: £11 – 430

(VARIES A LOT BECAUSE OF THIRD-PARTY BRANDS).

I DO NOT BELIEVE THAT HOUSE OF FRASER HAVE A STRONG MARKETING STRATEGY IN PLACE. NOT FULLY

UNDERSTANDING THEIR AUDIENCE (ASSUMING THEY WERE YOUNGER) REALLY PLAYED A ROLE IN THEIR DILAPIDATING

SUCCESS.

INSTAGRAM: 196K

PINTREST: 1.3M

TWITTER: 366K

FACEBOOK: 549K

HOUSE OF FRASER OCCUPY 55 STORES (INCLUDING TWO OUTLETS) IN THE UK AND IRELAND. ONLINE STORE MATCHES

THE CLEAN-CUT AESTHETIC OF THE PHYSICAL STORES. INTERNATIONAL DELIVERY IS AVAILABLE FOR MANY

COUNTRIES.

IN 1849, THE HOUSE OF FRASER BRAND WAS FOUNDED BY HUGH FRASER AND JAMES ARTHUR IN GLASGOW. TRADING

UNDER MULTIPLE VARIATIONS OF THE NAME, AS WELL AS BEING OWNED BY MULTIPLE DIFFERENT PEOPLE- IN 2018

THEY ENTERED ADMINISTRATION AND WERE BOUGHT OUT BY SPORTS DIRECT FOR £90 MILLION.

UK AND IRELAND 5 WORKING DAY DELIVERY IS £4.99, WHILE INTERNATIONAL IS £6.50.

PROCESS

PHYISICAL

CCURRENTLY THERE ARE 55 PHYSICAL STORES IN THE UK AND IRELAND (AFTER MULTIPLE STORE CLOSURES). PROVIDE

WEEKDAY WEBCHAT SERVICES ON THEIR WEBSITE AND THEIR HEAD OFFICE IS BASED IN LONDON.


“BOOHOO

INTRODUCTION”

11.

BOOHOO IS ONE OF THE UK’S

BIGGEST ONLINE FASHION

RETAILERS TO DATE. THEIR

TARGET AUDIENCE IS WOMEN

AGED 16-30- AND SINCE 2006

THEY HAVE BEEN SUPPLYING

CHEAP, ON TREND PRODUCTS

TO MILLIONS OF CUSTOMERS.

THERE IS A LOT OF VARIETY

ON THE SITE, WITH MULTIPLE

DESGINS AVAIABLE IN

SOMETIMES 10 DIFFERENT

SHADES. BOOHOO ALLOWS ITS

CUSTOMERS TO EXPERIMENT

WITH THEIR STYLE BY

OFFERING SUCH CHEAP FAST

FASHION.

TEAMING UP WITH

CELEBRITIES AND

INFLUENCERS FOR

COLLABORATIONS AND

FEATURES HAS REALLY

APPEALED TO THEIR

AUDIENCE, AS WELL AS LOTS

OF PR STUNTS AND

PROMOTIONAL ADVERTISMENT.

13.

FIG.11 BOOHOO TWITTER

FIG.12 BOOHOO.COM

FIG.13 BOOHOO.COM

FIG.14 BOOHOO TWITTER

14.

“OUR PHILOSOPHY’S PRETTY SIMPLE: WE

DON’T TAKE FASHION OR LIFE TOO

SERIOUSLY.”

12.


“MARKETING MIX USING 7 P’S: BOOHOO”

WOMENSWEAR, MENSWEAR, SHOES, ACCESSORIES, BEAUTY, ACTIVEWEAR, JEWELRY.

PRODUCT

PRICE

PROMOTION

PLACE

PRICE RANGE BASED ON CURRENT STOCK:

DRESSES: £3.75 – 90

ACCESSORIES: £0.75 – 26

ACTIVEWEAR: £4.50 - 35

BOOHOO ARE VERY AWARE OF THEIR YOUNG TARGET AUDIENCE SO HAVE CREATING A REALLY STRONG SOCIAL MEDIA PRESENCE +

HEAVY ONLINE ADVERTISEMENT. BOOHOO ALSO ADVERTISE ON TV AS WELL AS IN CLASSIC PRINT MEDIA.

INSTAGRAM: 5.8M

TWITTER: 481K

FACEBOOK: 2.8M

YOUTUBE: 9.9K

THE ONLINE STORE AS OF YET HAS NO PHYSICAL SHOPS- BUT THE WEBSITE IS VERY GLAMOROUS, BRIGHT AND EASY TO USE.

THEIR HEADQUARTERS ARE BASED IN MANCHESTER AND THEY HAVE OFFICES IN BURNLEY, LONDON, SAINT HELIER, NEW YORK

AND SAN FRANCISCO.

People

IN 2006 BOOHOO WAS FOUNDED BY MAHMUD KAMANI AND CAROL KANE WHO HAD PREVIOUS IN SUPPLYING OTHER FAST FASHION

STORES SUCH AS PRIMARK AND NEW LOOK. IN 2015 THEY LAUNCHED THE BOOHOO APP WHICH SPARKED SALES AND GAVE THEM

THE ABILITY TO PURCHASE MAJOR COMPETITORS PRETTYLITTLETHING (2016) AND NASTY GAL (2017).

PROCESS

WITH CURRENTLY NO PHYSICAL STORES BOOHOO HAVE ADDED A VARIETY OF DELIVERY OPTIONS INSTEAD. IN 2017, THEY

LAUNCHED BOOHOO PREMIER WHICH GIVES YOU NEXT DAY DELIVERY FOR A YEAR FOR £9.99. NEXT DAY DELIVERY USUALLY

COSTS £5.99.

CURRENTLY NO PHYSICAL STORES, BUT HAVE CREATED SHORT TERM POPUP STORES IN THE US.

PHYSICAL


“SWOT ANANLYSIS”

STRENGTHS

• LOTS OF DELIVERY OPTIONS AT DIFFERENT PRICE POINTS

• INNOVATIVE DESIGNS ON TREND (KEPT UP TO DATE)

• SOLID BRAND IMAGEVERY

• STRONG ONLINE PRESENCE ON MULTIPLE SOCIAL MEDIA

PLATFORMS

• HIGH QUALITY PRODUCTS

• DEFINED TARGET MARKET

• BUYING OUT COMPETITORS

OPPORTUNITIES

• COMBINING THE BRANDS OWNED (BOOHOO,

PRETTYLITTLETHING AND NASTY GAL)

• OPENING POP-UP SHOPS AROUND THE UK TO GENERATE A

HYPE

• OPENING SHOWROOMS IN MAJOR CITIES (CAN TRY ON

CLOTHING)

• CAN LOOK INTO THEIR THIRD-PARTY BRANDS AND MAKE

SURE THEY ARE ALL SUSTAINABLE

• CELEBRITY/INFLUENCERS BECOMING THE FACE OF THE

BRAND

WEAKNESSES

• PRODUCTS ARE OFTEN OUT OF STOCK

• NO PHYSICAL STORES SO LACK OF SENSORIAL ASPECT OF

SHOPPING

• DOES NOT DELIVER TO ALL COUNTRIES

• ALTHOUGH THEY HAVE GOOD PROMOTIONAL STRATEGY WITH

THEIR TARGET AUDIENCE, THEY DO NOT TRY TO MARKET

TOWARDS A BROADER DEMOGRAPHIC (HAVE LOST OLDER

CUSTOMERS)

THREATS

• MORE CLASSIC BRANDS ARE OFFERING HIGHER QUALITY

PRODUCTS

• COMPETITORS WITH THE SAME TARGET MARKET

• DEMAND FOR SUSTAINABLE FASHION THROUGHOUT THE WHOLE

BRAND

• THIRD-PARTY BRANDS COULD AFFECT ASOS IN TERMS OF

MANUFACTURING AND EXPORTS

• POLITICAL AND ECONOMIC ISSUES (BREXIT) CAN AFFECT

THE VALUE OF THE £ SO THE BRAND MAY HAVE TO RAISE

PRICES TO COVER COSTS FOR IMPORTING AND

MANUFACTURING.


I CHOSE ASOS FOR THIS REPORT DUE TO THE FACT THAT THEY ARE AN EXEXTREMLY WELL

ESTABLISED BRAND THAT THOUGHROUGHLY UNDERSTAND THEIR TARGET MARKETS DEMAND FOR

GOOD QUALITY, ON TREND FAST-FASHION.

“SUMMARY

OF PART 1”

ASOS WELL DESCRIBES THEMESELVES AS “AS MUCH A TECHNOLOGY COMPANY AS A FASHION COMPANY”

DUE TO HOW MODERN OF AN APPROACH THE BRAND TAKES TO SUPPYING FASHION TO A YOUNG DEMOGRAPHIC. THEY

HAVE CONSIDERED THEIR PROMOTIONAL STRATEGY BY HAVING A STRONG ONLINE PRESENCE ACROSS MULTIPLE

PLATFORMS AND HAVE BUILT THEMSELVES UP ON ETHICAL AND SUSTAINABLE MANUFACTURE- SOMETHING THEIR

CUSTOMERS VALUE.

BECOMING A REPTUABLE AND TRUSTED HIGH STREET BRAND MEANS THAT PRODUCTS CAN OFTEN

GO OUT OF STOCK VERY QUICKILY- ALSO DUE TO PUBLIC INTEREST IN INFLUENCERS AND

THEIR OUTREACH TO FOLLOWERS ASPIRING TO LOOK LIKE THEM. WHILE CONSTANTLY

RESTOCKING THIRD-PARTY BRANDS,

THEY HAVE RECENTLY LAUNCHED OWN BRAND COLLECTIONS INCLUDING ASOS 4505, ASOS

DESIGNS AND ASOS COLLUSIONS. COLLABORATING WITH HIGH PROFILE INCLUENCES AND

CELEBRITIES CREATES AN ASPIRATIONAL AND LUXURIOUS ASPECT TO THE BRAND- WHILE

STILL KEEPING IN BUDGET.

WHILE RESEARCHING THE BRAND I HAVE COME TO UNDERSTAND THAT WHILE ASOS HAVE

SUCCESSFULLY CREATED A BRAND WELL TAILORED TO THE FASHION AWARE YOUNG

DEMOGRAPHIC- THEY HAVE ROOM TO GROW AND INTICE A WIDER TARGET MARKET.

WHILE THEIR TECHNOLOGY HEAVY APPROACH HAS REALLY WORKED FOR THEM, I WANT TO

INTRODUCE THE ELEMENT OF A SESORIAL SHOPPING EXPIRIENCE THAT THE BRAND HAS FALLEN

OUT OF TOUCH WITH. I BELIEVE THIS IS SOMETHING THEIR COMPETITORS DO NOT VALUE

HEAVILY- BUT COULD BE A MAJOR STEP FORWARD TO THE FUTURE OF THE WAY PEOPLE SHOP,

AND MAY INTRODUCE A DIFFERENT DEMOGRAPHIC- LEADING TO A WIDER TARGET MARKET AND

MORE SALES.


“PART 2”

“NEW PRODUCT PROPOSAL”


“NEW PRODUCT

PROPOSAL”

THE OUTLINE OF MY NEW PRODUCT

PROPOSAL IS FOCUSED AROUND

INTRODUCING AN ASOS SHOWROOM,

WHERE CUSTOMERS WOULD HAVE THE

AVAILABILITY TO VIEW AND

PURCHASE ASOS OWN BRAND

FASHION AND PRODUCTS. THE

MEANS BEHIND INTRODUCING THIS

NEW PLATFORM WOULD BE TO

ENCOURAGE SALES WITHIN OWN

BRAND PRODUCTS, INSTEAD OF

THEIR THIRD-PARTY BRANDS THAT

MAKE UP MAJORITY OF THEIR

SALES. WITHIN THE LAST FEW

WEEKS ASOS HAS LAUNCHED THEIR

OWN BRAND HOMEWARE RANGE WHICH

MAKES THIS THE PERFECT TIME TO

ALSO LAUNCH A SHOWROOM TO WELL

ESTABLISH THE HOMEWARE WITH

THE CURRENT AND SECURED TARGET

MARKET.

SHOWROOM

I CREATED THE STORE ASTHETIC BY KEEPING IN LINE WITH ASOS’S MODERN, EDGY

VIBE. THE EXTERIOR OF THE STORE WILL BE VERY MINIMALISTIC, ALMOST

DEPARTMENT STORE/FACTORY-LIKE FEEL. THIS WILL COMMUNICATE WITH HOPEFULLY A

WIDER TARGET MARKET AND INTRIGUE THE SECURED YOUNG DEMOGRAPHIC, BUT ALSO

THE OLDER GENERATION. I USED A DIFFERENT FONT FOR THE “SHOWROOM” PART OF

THE LOGO TO TRANSLATE THE FACT THAT THIS IS A DIFFERENT APPROACH OR

EXTENSION TO THE FUTURE OF ONLINE SHOPPING. THE ”^” ACTS AS A SYMBOL OF

EVERYTHING UNDER ONE ROOF, OR A HOMELY, FAMILY EXPIRIENCE.


“ASTHETIC OF ASOS

SHOWROOM INTERIOR”


USER ID PROFILE

“SHOWROOM APP/PURCHASING PLATFORM”

QR CODE SCANNER

PRODUCTS IN THE SHOWROOM WILL HAVE QR CODES

NEXT TO THEM AND INDEPTH DETAILS ABOUT THE

PRODUCT (EG MATIREALS, SOURCING, PRICE).

THE USER ID PROFILE

WILL INTRODUCE A

REWARD SCHEME FOR

THE ASOS SHOWROOM.

THERE WILL ALSO BE A

“WISHLIST” PAGE

WHERE YOU CAN SAVE

SCANNED PRODUCTS.

THIS WILL TRASNLATE

INTO A BLOG/TUMBLR

STYLE PAGE ONLY

CONSISTING OF ASOS

SHOWROOM PRODUCTS,

THAT OTHER PEOPLE

CAN VIEW AND TAKE

INSPIRATION FROM.

v

USER ID

SHOWOOM

SCAN BASKET

MATIREALS: ACRYLIC, GLASS AND COPPER

HDKA SWNHI WDIH SWIHQJMOPW IH8E IHW U OJWD UHCIH 9IHWIHDIW HIHI OWO0J

NIKOJI9V J9I OJOJO9 9OJ9 9OWB DBAIH WDQIHWIDQ 8J8IS IEF. IJWEIH W. W W WIHHIW

IJ94OWJI3PNKDNL HPIOHFWILNOILED QIHW EIOEIL RIJPPWEJHIJEQILH IDHRIHOWEHIWR

JIPJEWH IEI EIOHFEL IHUEHOGHOW HIOEFOQ HOUSEOWHOFWEHOEMATIREALS: ACRYLIC,

GLASS AND COPPER

HDKA SWNHI WDIH SWIHQJMOPW IH8E IHW U OJWD UHCIH 9IHWIHDIW HIHI OWO0J

NIKOJI9V J9I OJOJO9 9OJ9 9OWB DBAIH WDQIHWIDQ 8J8IS IEF. IJWEIH W. W W WIHHIW

IJ94OWJI3PNKDNL HPIOHFWILNOILED QIHW EIOEIL RIJPPWEJHIJEQILH IDHRIHOWEHIWR

JIPJEWH IEI EIOHFEL IHUEHOGHOW HIOEFOQ MATIREALS: ACRYLIC, GLASS AND COPPER

HDKA SWNHI WDIH SWIHQJMOPW IH8E IHW U OJWD UHCIH 9IHWIHDIW HIHI OWO0J

THE QR CODES WILL BE SCANNED USING THE

CUSTOMERS PHONES (IPHONE AND ANDROID)AND ADDED

TO THEIR BASKET WHERE THEY CAN CHECK OUT

EITHER IN STORE OR AT A LATER DATE IN STORE.

ASOS’ S

FUNDEMENTAL

SELLING POINT IS

AN ONLINE, EASY TO

USE PLATFORM- SO I

DIDN’T WANT TO

TAKE THIS CONCEPT

AWAY AND TURN IT

INTO A FULLY

PHYSICAL SHOPPING

EXPIRIENCE

HANGING PLANT

POT

£14

TERRACOTTA

AND ORGANIC

WOVEN STRING

GREEN

SUCCULENT

PRODUCT

NUMBER:

17789

SOURCED IN

SPAIN, LLORET

DE MAR


“NAVIGATING THE APP”

TO MAKE THIS A SIMPLE, EASY TO

NAVIGATE PLATFORM THERE ARE ONLY

THREE EXTENTION LINKS. THERE ARE USER

ID, SCAN AND BASKET.

USER ID BRINGS THE CUSTOMER TO THEIR

PROFILE WHICH WILL ALLOW ASOS TO

VIEW THE DEMOGRAPHIC OF WHO IS

USING THE APP AND A CUSTOMER TO

ASOS SHOWROOMS.

THE USER GETS ACCESS TO A WISHLIST

AND A REWARDS SCHEME ON THIS PAGE.

THE SCAN SECTION SIMPLY OPENS UP A

CAMERA PORTAL ON THE PHONE- READY

FOR CUSOMERS TO SCAN THE QR CODE

FOR THEIR DESIRED PRODUCT.

THE BASKET SECTION SIMPLY STORES THE

QR CODES READY FOR PURCHASE. IN THIS

SECTION THEY WILL BE ABLE TO CHANGE

VARIABLES SUCH AS SIZES, COLOURS AND

OPTION MATIREALS.

v

USER ID

SHOWOOM

SCAN BASKET

MATIREALS: ACRYLIC, GLASS AND COPPER

HDKA SWNHI WDIH SWIHQJMOPW IH8E IHW U OJWD UHCIH 9IHWIHDIW HIHI OWO0J

NIKOJI9V J9I OJOJO9 9OJ9 9OWB DBAIH WDQIHWIDQ 8J8IS IEF. IJWEIH W. W W WIHHIW

IJ94OWJI3PNKDNL HPIOHFWILNOILED QIHW EIOEIL RIJPPWEJHIJEQILH IDHRIHOWEHIWR

JIPJEWH IEI EIOHFEL IHUEHOGHOW HIOEFOQ HOUSEOWHOFWEHOEMATIREALS: ACRYLIC,

GLASS AND COPPER

HDKA SWNHI WDIH SWIHQJMOPW IH8E IHW U OJWD UHCIH 9IHWIHDIW HIHI OWO0J

NIKOJI9V J9I OJOJO9 9OJ9 9OWB DBAIH WDQIHWIDQ 8J8IS IEF. IJWEIH W. W W WIHHIW

IJ94OWJI3PNKDNL HPIOHFWILNOILED QIHW EIOEIL RIJPPWEJHIJEQILH IDHRIHOWEHIWR

JIPJEWH IEI EIOHFEL IHUEHOGHOW HIOEFOQ MATIREALS: ACRYLIC, GLASS AND COPPER

HDKA SWNHI WDIH SWIHQJMOPW IH8E IHW U OJWD UHCIH 9IHWIHDIW HIHI OWO0J

BY CLICKING ON THE “ASOS

SHOWROOMS” LOGO, THE CUSTOMER WILL

BE REDIRECTED TO THE HOME PAGE OF

THE APP.

THE INTEGRATED SYSTEM ALLOWS USES

TO CLICK THE WHITE ASOS LOGO TO BE

REDIRECTED TO THE ORIGIONAL ASOS

WEBSITE WITH ALL THIRD-PARTY AND

OWN BRAND PRODUCTS- HOWEVER THIS

WILL NOT COMPLY WITH THE FEATURES

OF THE ASOS SHOW ROOM APP.

THERE IS NOT A SEARCH SECTION ON

THIS APP WHICH IS UNUSAL FOR A

SHOPPING APP- HOWEVER THIS FEATURE

IS NOT NECESSARY FOR THE CONCEPT

OF THE NEW INTRODUCED PRODUCT.

AS PRODUCT ARE ONLY SELECTED

THROGUH PHYSICAL SCANNING OF THE

QR CODE IN STORE, SEARCHING OF

PRODUCT IS NOT NEEDED.

THESE PRODUCTS WILL STILL BE

AVAILABLE ON THE ORIGIONAL ASOS

WEBSITE- SO IF CUSTOMERS WANT TO

BROWSE ONLINE THIS IS THE FEATURE

THEY SHOULD ACCESS.


“TARGET MARKET”

AGES 16-35: THE TARGET MARKET OF THE SHOWROOM AND APP EXPIRIENCE STILL SETTLES

WITH A YOUNG DEMOGRAPHIC THAT ARE INTERESTED IN A DIFFERENT AND ADVANCED

MODERN SHOPPING EXPIRIENCES. HOWEVER THE TARGET MARKET HAS BEEN EXTENDED TO 35

AS I BELIEVE THERE IS A OPERTUNITY TO ATTRACT AN OLDER DEMOGRAPHIC THAT VALUES

AN IN STORE, SENSORIAL EXPIRIENCE- BUT WITH AN ELEMENT OF ONLINE E-COMMERCE.

LIFESTYLE: CUSTOMERS WILL MAJORITABLY BE STUDENTS WHO ARE LOOKING FOR BUDGET

FRIENDLY PRODUCTS THAT ARE ON TREND AND EASILY ACCESSIBLE. BY HAVING IN STORE

PRODUCTS THEY WILL BE ASSURED OF THE HIGH QUALITY PRODUCTS THAT WILL MAKE THEM

TRUST AND RELY ON THE ASOS BRAND EVEN MORE.THEY WILL MOST LIKELY ALREADY BE

USERS OF ASOS AND OTHER ONLINE STORES- BUT WHEN THEY HAVE FREE TIME THEY WOULD

BE INTERESTED IN VISITING THE PHYSICAL STORE.

VALUES: THE CUSTOMERS THAT WILL USE THIS NEW PLATFORM WILL APPROVE ASOS’S

ETHOS OF USING ETHICAL AND SUSTAINABLE MANUFACTURING, IMPORTATION AND

SOURCING. WHILE THE EXPIRIENCE MAY SEEM A LITTLE FACTORY-LIKE, THE PRODUCTS

AVAILABLE ARE ALL QUALITY ITEMS WITH SUSTAINABLE, GUILT FREE BACKGROUNDS.


“MARKETING MIX USING THE 7P’S FOR THE ASOS SHOWROOM AND APP”

PRODUCT

PRICE

PROMOTION

PLACE

PEOPLE

PROCESS

PHYSICAL

A MINIMALISTIC, EASY TO NAVEGATE APP THAT KEEPS ON BRAND WITH THE ASOS BRAND.

INTRODUCING VR TECNOLOGY TO THE BRAND FURTHERNS THEIR GOALS OF BEING A TECHNOLOGY

DRIVEN FASHION BRAND. THE APP CORELATES TO THE FIRST NEVER ASOS SHOWROOM EXPIRIENCE

USING QR CODES TO HOLD PRODUCTS.

THE SHOWROOM AND APP ARE BOTH FREE PLATFORMS FOR OUR CUSTOMERS. THE APP WILL BE

AVAILABLE TO DOWNLOAD FROM THE GOOGLE PLAY AND APPLE STORE. WHILE THESE PLATFORMS ARE

FREE, THEY WILL ENCOURAGE SALES THROUGH PRODUCTS.

THERE WILL BE A BOLD LINK TO THE ASOS SHOWROOM AND APP INFORMATION ON THE ASOS

WEBSITE, WITH INFORMATION ON STORE LOCATIONS AND WHERE TO DOWNLOAD THE APP.

ADVERTISING WILL BE BOTH ONLINE (THROUGH SOCIAL MEDIA PLATFORMS AND WEBSITE) BUT ALSO

KEEPING ON BRAND WITH LOTS OF PRINT ADVERTISMENT (BILLBOARDS AND POSTER).

THE APP IS AVAILABLE ON GOOGLE PLAY AND THE APPLE APP STORE. THE ASOS SHOWROOMS WILL

BE INTRODUCED FIRSTLY INTO BIG CITIES SUCH AS LONDON, LEEDS AND MANCHESTER TO

ESTABLISH THE CONCEPT AND DEMAND FOR THE PLATFORM.

THERE WILL NOT BE A FACE BEHIND THIS PLATFORM- BUT WILL BE REPRESENTED AND INTRODUCED

BY ASOS’S ESTABLISHED ONLINE INFLUENCERS OF THE BRAND. ASOS MAY ALSO CHOOSE TO REACH

OUT TO BLOGGERS, YOUTUBERS OR SOCIAL MEDIA INFLUENCERS TO REVIEW THEIR EXPIRIENCE AT

THE ASOS SHOWROOM AND USING THE APP.

THERE WILL BE A BIG PROCESS TO LAUNCH STORES FOR THE ASOS BRAND AS THEIR HAVE BEEN NO

PREVIOUS PHYSICAL STORES. A TEAM TO BUILD VISUALS, INTERIOR AND EXTERIOR ASTHETIC AND

STYLING WILL ALL HAVE TO BE CONSIDERED. A SEPARATE TEAM FOR VISUALS WILL BE CREATED

WITH APP BUILDERS AND A MAINTENENTS TEAM.

THE APP WILL BE AVAIALBLE ON THE APPLE APP STORE AND GOOGLE PLAY STORE WITH HEAVY

ADVERTISMENT ON SOCIAL MEDIA. THE PHYSICAL STORES WILL BE CAREFULLY SELECTED IN BUSY,

POPULATED CITIES.


“PRICING FOR APP”

IOS AND ANDROID USE: IOS = £80/YEAR, ANDROID = £25 ONE TIME FEE

ID PROFILE: £4,000+

LOG IN: £3,000 - £4,000

DATA BASE CONNECTION + ONLINE ACCESS: £10,000+

CUSTOM BUILD OF APP: £30,000 - £40,000

£ 95,000+

APP LOGO/ICON: £1,000

QR CODE GENERATORS: £40,000 – £70,000

REVIEWS: £6,000

EXTRA COSTS INVOLVING THE MAINTINANTS OF THE APP , ADVERTISMENT, TROUBLE

SHOOTING, TESTING AND DESIGN WILL INCREASE THE OVERALL COSTS OF THE APP. MAY

INCREASE TO:

£110,000 – £250,000+


“PRICING FOR ASOS SHOWROOMS LAUNCH”

RENT: £750/PER SQUARE FOOT X 40,000 SQUARE FOOT = £30,000,000 PER A YEAR (BASED

OFF LONDON OXFORD STREET PRICES)

STAFF: 10 (HOUR DAYS) X 30 (STAFF PER DAY) = 300 (HOURS A DAY) X 360 (DAYS OPEN A

YEAR) = 108,000 (HOURS A YEAR)

108,000 (HOURS A YEAR) X £7.83 (MINIMUM WAGE PER DAY) = £845,640+ TO PAY STAFF

INTERIOR/ EXTERIOR DESIGN:£200,000 - £300,000+

MAINTENENTS: £20,000+/PER YEAR

QR CODES: £40,000

EQUIPMENT AND OTHER TECHNOLOGY: £15,000 - £20,000

£32,300,000+

FIRST YEAR

THESE ARE THE STATISTICS FOR THE INITIAL LAUNCH OF A SINGLE ASOS SHOWROOM STORE

BASED IN LONDON. THIS WOULD BE MULTIPLIDE BY THE AMOUNT OF STORES LAUNCHING AS THE

FIRST YEAR COSTS.

ONCE LAUNCHED PRICES TO MAINTAIN WILL COST : £30,000,000+ PER YEAR


“ USING APP AND ASOS SHOWROOMS”

CUSTOMER

GOES TO

ASOS

SHOWROOMS

CUSTOMER

SCANS

PRODUCT QR

CODE ON

APP

CUSTOMER

ADDS

PROUCTS TO

BASKET OR

WISH LIST

CUSTOMER

FINALISES

ORDER

THE APP AND THE PHYSICAL SHOWROOM WORK

WELL INCONJUNCTION. WITHOUT EITHER ONE

THE OTHER WOULDN’T WORK.

THE SHOPPING EXPIRIENCE IS MADE VERY

SIMPLE AND EASY TO USE.

ASOS SHOWROOMS DO NOT NEED TO STOCK

PRODUCT AS ORDERS WILL BE SENT STRAIGHT

TO THE STORAGE FACTORY IN THE UK.

ASOS

FACTORY

DELIVERS

ORDER TO

CUSTOMER

ASOS

SHOWROOMS

APP SENDS

ORDER TO

FACTORY


“SUMMARY

OF PART 2

&

PERSONAL

STATMENT”

THIS REPORT HAS REALLY GIVEN ME A DEEP INSIGHT TO THE INNER WORKINGS OF A MAJOR

FASHION RETAILER AND PROVOKED ME TO IDENTIFY POINTS IN THE COMPANY WHERE

DIFFERENT APPROACHES AND STRATEGIES COULD BE USED TO BETTER THEIR SALES,

OUTREACH AND PROMOTIONAL AWARENESS. I HAVE LEARNT HOW TO ANALYSE KEY INFORMATION

AND STATISTICS FROM THE ASOS BRAND, AND HOW TO DISECT IT TO CREATE SWOT’S, A

MARKETING MIX, PESTLES AND TARGET AUDIENCE PROFILES.

AS A CUSTOMER OF THE BRAND MYSELF, I DO VALUE THE BRAND THAT SUPPORT THEIR WORK

WITH CREATING ETHICAL AND SUSTAINABLE PRODUCTS FOR THE YOUTH. BY INTRODUCING A

SHOWROOM AND APP COMBO- I HOPE TO EXPAND THEIR BRANDS OPPERTUNITIES AND CREATE A

MORE EMERSIVE EXPIRIENCE FOR OTHER CUSTOMERS.

I BELIEVE THAT AFTER THE LAUNCH OF THIS BRAND EXTENSION AND APP, THAT SALES WILL

BE BOOSTED AND CREATE GREAT EXPOSURE FOR A NEW INIVATIVE WAY OF SHOPPING.

CONNECTING NEW CUSTOMERS WITH THE BRAND IS SOMETHING THAT EVERY BRAND WOULD

VALUE- AND I BELIEVE THIS IS A GREAT WAY OF DOING SO. I HAVE STAYED TRUE TO THE

BRANDS IDENTITY OF EXPLORING PRODUCT IN RELATION TO TECHNOLOGY BY BASING MY NEW

PRODUCT OFF OF THE VR INVOLVMENT.

I FOUND IT DIFFICULT TO CREATE A SUPPLY CHAIN AS I AM NOT CREATING A PRODUCT THAT

NEED’S MANUFACTURING IN THE WAY A GARMENT DOES (SOURCING OF MATIREALS AND

EXPORTATION), HOWEVER I DO BELIEVE THAT MY RESEARCHING OF A COMPANY EXTENSION AND

APP REALLY TRANSLATED INTO A REALISTIC PRICING REPORT.

I CAN REALLY SEE THAT MY KNOWLEDGE AND SKILLS HAVE IMMENSLY GROWN OVER THE COURSE

OF THIS PROJECT, INCLUDING MY INTEREST IN THE BUSINESS SIDE OF THE FASHION

INDUSTRY. I THINK THIS PROJECT HAS WELL PREFPARED ME FOR INDUSTRY THROUGH THE

PROCESSES OF COMPILING THIS REPORT AND UNDERSTANDING HOW BRANDS CREATES THEIR

IDENTITY TO SECURE THEMSELVES AMONGST OTHER COMPETITORS.


“BIBLIOGRAPHY”

"Our Products." Asosplc.com. N.p., 2019. Web. 1 Feb. 2019.

McGregor, Kirsty et al. "How Asos Founder Nick Robertson Built A £1.4Bn Business." Drapers. N.p., 2019.

Web. 1 Feb. 2019.

"Home." Asosplc.com. N.p., 2019. Web. 1 Feb. 2019.

"Corporate Responsibility." Asosplc.com. N.p., 2019. Web. 1 Feb. 2019.

"ASOS Story." Asosplc.com. N.p., 2019. Web. 1 Feb. 2019.

"ASOS (@Asos) • Instagram Photos And Videos." Instagram.com. N.p., 2019. Web. 1 Feb. 2019.

Howmuchcostanapp.co.uk. N.p., 2019. Web. 1 Feb. 2019.

http://www.businessofapps.com/guide/app-development-companies/

"About Us | ASOS." ASOS. N.p., 2019. Web. 1 Feb. 2019.

"About Us At Boohoo.Com." Boohoo UK. N.p., 2019. Web. 1 Feb. 2019.

"About Us & Our History - House Of Fraser." House of Fraser. N.p., 2019. Web. 1 Feb. 2019.

"Pros And Cons Of Using QR Codes To Market Your App | The Manifest." Themanifest.com. N.p., 2019. Web. 1

Feb. 2019.

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