ASOS Design, Marketing and Pricing Report

“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.