ASOS Design, Marketing and Pricing Report

“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