Assia Mandri---Aman Bansal---Soumia El
Ouadnassi---Kamal Berrada---Yichun Chen--Xiaoyao Zhang
HISTORY OF ASOS
in the UK
ASOS sites in
USA ,German and
France and other
ASOS offices openned
the first international
office in Sydney
DISTRIBUTION OF ASOS
Online shopping(internet and mobile site) –convient and official way to promote the
and allow people to go shopping
on the internet
APP of ASOS :App of iTunes and Android
Promotion of ASOS : Facebook, Twitter,Youtube , Google and Instagram
ASOS aims to become the leader in the online fashion
ASOS (which stands for "as seen on screen") caters to
Web-savvy, fashionable 16- to 34-year-old men and
women ASOS offers 850 brands of T-shirts, denim,
dresses, footwear, lingerie, swimwear, beauty products,
accessories, and jewelry through its website, and its own
It has local-language sites in France, Germany, and the
US and is adding more.
SHOWING THEIR SOCIAL AND ONLINE EDITS
DIRECTLY WHICH RELATED TO ITS IDENTITY
COMPARISON：INFLUENCE IN DIFFERENT
Faceboo Google+ Twitter
KEY POINTS COMPARE TO OTHERS
1. ASOS only has online
2. ASOS has their own brand and also other brands insides, while TOPSHOP only has
his own brand but has runway in fashion week.
3. From the customers comments and searching process, ASOS has almost the same
status with TOPSHOP.
The largest European pure-player on online clothing retailors .
Free shipping to 190 countries
No foreign warehouse
Top 5 most visited online fashion stores
Broad analysis :
Was launched in 2010.
Facebook page : below par.
There are no apps or online campaign running at this
They still have an event from last year visible.
Content is based around promoting products more
than the brand and its story itself.
Photos are below standard for a brand like ASOS.
DISTRIBUTION OF FANS
• Has fans from
of fans from the
UK and then one
third of that from
the US, and then
•France is at
GROWTH IN LAST 6 MONTHS
•ASOS grew significantly at the time of new years last
year, signifying possible ad campaign launches or social
buzz from a campaign, offline or online.
•Most popular age group is 18 -14. Most popular city is
•Growth has been pretty stagnant in the last two months.
2% 1% 2%
Index of Active
Response nature to
Customer Care Index
ANALYSIS OF THE DATA
The facebook page is mainly intended
for product communication rather than
other categories. (50% of the posts
concern product communication)
The users don’t really matter about the
brand post content, most of them are
using it to claim. In fact, only few users
respond to the core content of the post.
Deaf speech: Customer care sometimes
appear as an automatic answer used for any
category of request from the user.
Community managers are always responding
to users comments with the same message,
even though the name of the community
The Facebook page of Asos is the
most liked page as a cloth retailer
(important visibility) but is full of
claims ( 68% for Fan post, and 34%
for the comment of users to brand
post) which reflect a very
negative image of the brand.
Only 7% of gratitude comments
and post, altough there is 3 million
likes. => That shows that satisfied
won’t necessarly express their
gratitude by posting it on the page.
CONCLUSIONS : THE FINDINGS
Asos has an average of 35k PTA throughout.
It has ads running for the Facebook on a
It has low content engagement with their
They often respond and react to the consumer
complaints and reaction on their page.
They do not run contests or campaigns on their
Most of the content is product centric and 95% of
it is photos.
• Produce better photography
• Add more enthusiasm to the content.
• Make the content around the Brand rather the product.
• Use the Facebook tabs and apps for offers, product
launches and brand promotion
• Keep the page buzzing with some kind of happiness
around an publicity campaign or contests
China is the 6th largest consumer base for ASOS. Since
China don’t have Facebook, find other means to cater to
them. WeChat, RenRen and Weibo.