ASOS Design, Marketing and Pricing Report

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.