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ASOS Business Report

The document is a marketing report for ASOS, the leading online fashion retailer in the UK, focusing on a brand extension titled 'Artists at ASOS.' It includes an analysis of the current business environment, target market, and marketing strategies, supported by SWOT and PESTLE analyses, as well as a proposal for a launch event for the new collection. The report emphasizes ASOS's commitment to young consumers, innovative marketing approaches, and the significance of a robust online presence.

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BA (Hons) Fashion Marketing Unit: Collaborative Project M a r k e t i n g R e p o r t Weng Tong Leng LEN15443764 Tiffany Carol Tong TON15444155 Fremo Tung TUN15466231 Cherrie Yun Chao Wang WAN15466565 Jenny Supatcha Wongkuprasert WON13407495 Min Xie XIE15442373 UNIT CODE:
 UNIT LEADER: TEACHING TEAM: 
 LOCATION IN COURSE: WORD COUNT: FU001428 Dr Natascha Radclyffe-Thomas Suket Parihar Year 1, Term 3 3157 Fig 1. Artists at ASOS’s Front page
I, Weng Tong Leng, Tiffany Carol Tong, Fremo Tung, Cherrie Yun Chao Wang, Jenny Supatcha Wongkuprasert and Min Xie, certify that this is an original and individual piece of work and that no part of this has been written by anyone else; I have acknowledged (appropriately referenced using the Harvard Referencing system) all sources and citations; no section of this report has been plagiarised; this work has not been submitted for any other assessment. 2
SHOP ASOS OWN LABEL The clothes you want now – check out ASOS' own brand collections here. ASOS LABEL WOMEN › ASOS LABEL MEN › SHOP BRANDS The labels you love – discover over 850 world-class fashion brands here. WOMEN'S BRANDS › MEN'S BRANDS › United Kingdom £ GBP Hi LENG, not you? STUDENTS: 10% OFF 24/7 + MORE GOOD STUFF › ASOS A-LIST EARN WHILE YOU SHOP! GET ON THE LIST › FREE DELIVERY WORLDWIDE* *MORE INFO HERE › VIEW WOMEN VIEW MEN This is ASOS YOUR ONE-STOP FASHION DESTINATION Shop from over 850 of the best brands, including ASOS’ own label. Plus, get your daily fix of the freshest style, celebrity and music news. FREE DELIVERY* WORLDWIDE *MORE INFO HERE › WOMEN MEN Help My Account Saved items Bag 0.00 (0) Search ASOS Go ASOS MARKETPLACE ASOS.com is launched in 2000 and it has already become the leading online fashion store for women and men in the UK. ASOS doesn’t just want to become an online retailer but ‘The World’s NO.1 online fashion destination for 20 somethings” therefore it has used multi channel marketing methods in order to promote their brand. For instance, a monthly magazine and blog are being published. ASOS has a specific target market segment which are young consumers with the ages between 16-34. There is also a heavy investment in the website as they would need ensure that their consumers are able to get what they want from online without physically visiting the stores. As ASOS is an online fashion store therefore they would need to use a variety of social media to communicate with their global audiences such as Facebook, Twitter, Google+, Instagram, Pinterest, Tumblr, YouTube and Snapchat. (Businesscasestudies.co.uk, 2016) Fig 2. ASOS Magazine covers (2016) Fig 3. ASOS Homepage (2016) Fig 4. ASOS Logo (2016) Introduction 3
This is a marketing brand report focusing on the fast- fashion online store for ASOS. It will analyse the current business environment, evaluate the brand research and define an outline of a brand extension for its future opportunity along with a launch event. A whole new collection will be created and to be sold by ASOS and it is named as ‘Artists at ASOS’. In the report, it consists an in depth of the internal and external market research environment, brand concept proposal and an integrated marketing communications plan. The first sector of the report will include an analyse of the brand research which will focus on: ASOS’s current marketing and branding such as the brand’s core values, unique selling propositions, the brand’s position within the marketing (positioning map and key competitors). Other information such as the marketing mix (The 7P’s), products range that ASOS offers and their target customers. By having this primary research of ASOS, it will allow one to identify the aspects of the brand as well as the gap in the market because it will help to justify whether the brand extension will be suitable to ASOS or not. Fig 5. ASOS website image (2016) EXECUTIVE SUMMARY The second sector of the report will be to observe the current market’s situation by using SWOT and PESTLE analysis. In order to receive insight information of the brand, the report is going to examine a more in depth research by looking at the current trends and style from WGSN and Mintel along with a survey being carried out. This allows identifying the consumer’s demands for ‘Artists at ASOS’ as the brand extension. The final sector of the report will be focused more on the brand’s extension. It will begin with the proposal for ‘Artists at ASOS’ to emphasis the features of the new collection as well as identify the process on how the idea is going to work. Followed by the proposal, an in depth details of the launch event will be carried out for instance the costing, location, utilities, media kit and invitations of guest lists. The report will be finalise with a conclusion which foreshows the potential success of the new collection for ASOS. 4
Proposal of Brand Extention 31-54 Conclusion 60 Reference List 61-64 Figure Bibliography 65-73 Appendices 74-80 Individual Reflective Blog 81-86 Artists at ASOS Logo Analysis Competitors Positioning Map Core Values & SWOT Analysis SMART Objectives Customer Profile Trend Research Marketing Mix Press Kit Introduction 3 Executive Summary 4 Brand Audit 6 - 25 Market Research 26 - 30 Brand Identity Mood Board Core Values & USP Timeline Competitors Positioning Map Customer Profile Marketing Mix PESTEL Analysis SWOT Analysis Research Survey Analysis 7 8 10 11-12 13 14-16 17-25 27 28 29 30 32 33 34 35 36 37 38-39 40 41-51 59 Contents Page 5
& USP Fig 6. ASOS’s team (2016) Core Values
Fig 7. Brand Identity Mood-board (2016) Brand Identity Mood-board 7
Moreover, they have launched the ASOS A-LIST loyalty programme which is whenever you place an order in ASOS you would automatically become an ASOS A-LISTER which means for every £1 you spent you will get five points. In return, a £5 voucher would be given to you for every 500 cleared points you got. In addition, ASOS has the ASOS Marketplace which is a platform to provide an opportunity for customers to sell their clothing such as their own- made clothes. It is a constructive tool for ASOS as it allows to engage the relationship with the customers by letting them to interact and aware the presence of ASOS. Even though, ASOS would take commission charges over it but at the same time it enables small businesses that could not afford owning a shop to put their own clothing there. Likewise, the reason why ASOS is so successful because they are able to position themselves to focus on ‘twenty-somethings’ throughout their e- commerce and by doing this they have used different multiple channels in order to promote their brand. It is also noted that the vast majority of their staff are twenty-something too therefore they really understand what their customers want and needs, so whenever they are searching for fashion, ASOS would be the first thing they would think of. ASOS uses unique selling propositions in order to keep their customers engaged with the brand and to differentiate itself from other online fashion store. ASOS ensures their products are all accessible and affordable for all of their customers. The founder of ASOS, Nick Robertson has once stated that he wants ASOS to be ‘as synonymous with fashion as Google is with search’. One of the key USP that ASOS uses for its own brand would be they always aim for offering an effortless online shopping experience for their customers such as deliver the product in a free, reliable and as quickly as possible way they could which allows their customers to try on the latest fashion product as soon as possible. Furthermore, in order to make ASOS more unique, they have extended their next-day delivery along with their ‘Drop-off networks’ which allows the customers to shop whenever they want or return any items for free when they are not satisfy with. They claimed that they have the ‘best-in-class’ customer proposition and an award-winning Customer Service Team. (Friar et al., 2012) • ASOS offers a wide range of products to its customers. • Using multi-channels to engage with the customers as well as to promote the brand. • They make sure the prices of their products are affordable and the quality is durable. Functions • ASOS is an online fashion store that has the up-to-date fashion targeting at twenty- somethings in the whole world. • ASOS’s personality are young, trendy, innovative and fashion conscious. Personality / Image • ASOS has provided not just photographs of the garments but also a catwalk show for nearly all of their products in order to allow the customers to see how the products look likes in real life. • Offering free global delivery and returns.Differences: • ASOS’s aims is to differentiate itself from other fashion online store out in the market and to be “the World’s No.1 Online fashion destination for twenty somethings. Source Fig 8. Burnett Model of Brand Dimensions (2016) Core Values & USP 8
Audit Fig 9. Brand Aduit ASOS’s stair (2016) Brand
As a high street fashion company, ASOS is moving very fast. Started at 2000, 15 years it became the uk no.1 online store, they recently crossed over with CoppaFeel to send out the message of breast cancer awareness, it shows that the online store cares about their customer’s lifestyle and willing to get involved in it. ASOS (asSeenonScreen) launches it’s e-commerce storefront on June 3, 2000 by Nick Robertson and Quentin Griffiths. ASOS is admitted to the AIM on the London Stock Exchange and has stock value surge by 3% within 3 weeks of trading. The brand introduces it’s own line of womenswear in order to increase it’s profit margin on sales. To compliment it’s introduction of own-brand womenswear, ASOS introduce menswear products. The company aims to cater to its customer’s multi-platform shopping habits with a seem-less mobile shopping experience. ASOS teams with CoppaFeel to encourage young women to check for early signs of breast cancer. ASOS Launches Initial Public Offering Own Label Introduced Menswear Introduced iPhone App launched Breast Cancer Partnership 2000 2001 2004 2007 2010 2015 Fig 10. Visual Timeline (2016) Fig 11. Timeline of ASOS (2016) Timeline 10
ASOS has high street retailer competitors such as Zara, H&M, Topshop, and Zalando which is a German online fashion store. ASOS has a website which is easy to navigate. The products are all divided into different sections which makes it easier for customers to look through the products that they want. As for the other high street retailer shops online, they only have a few pictures of the clothing itself or on models. Brand Product Place Price Promotion Topshop High-street fashion clothing Man& Woman Shoes Bags and Accessories Beauty Little Goodies (phone cover, pillows etc. ) Brands at Topshop: E.g. Adidas, New Era, Calvin Klein etc. Topshop Boutique Topshop Unique(expansive UK stores: over 300 International stores: over 140 Entry: £1- £18 Average: £18- £60 Exit: £995(Tops hop Unique) British High street fashion brand. Topshop uses high end promotional method such as creating different lines, E.g. Tall& Petite Topshop also crossover with celebrities or designers. The most recent one is collaboration with Beyoncé(Ivy Park collection) Topshop uses the top models/fashion icons for product shooting, E.g. Cara Delevingne Use of social media such as Facebook, Instagram, Twitter and Pinterest etc., to keep the connection with customers. Offering student discount Zara Highstreet fashion clothing Woman&Man Kids clothing Footwear& Bags Lingerie Zara home Accessories UK stores: 68 International stores: 2100 Entry: £ 3 Exit: £180 Spanish High street fashion brand. Use of fashion insiders and celebrities to endorse their products through magazines such as Vogue, and social media such as Instagram Fashion bloggers wears Zara products and become the must- have items E-Newsletter E-marketing Figure 12. High street shopping (2016) Fig 13. Competitors Table (2016) Competitors 11
Brand Product Place Price Promotion H&M Woman& man’s clothing Kids clothing Lingerie Shoes& Bags Accessories Home (bathroom, bedroom, kitchen, outdoor, living room, kids room) UK stores: 264 International stores: more than 4000 Entry: £ 2 Exit: £100 Use of outdoor advertising Use of social media, Fashion bloggers help them to promote products by posting H&M outfit on their blogs E-newsletter E-marketing Offering lots of discounts Brand collaboration: Balmain, Lanvin, Alexander Wang etc. Net-a-Porter Online fashion store with over 350 designers, including luxury, contemporary, and leisure Woman& man’s clothing Shoes& bags Accessories& jewelry Lingerie Sport Beauty Only online, No Pop-up store Entry: £ 15 Exit: £50600 Collaboration: Gucci for Net-a-porter E-newsletter Email campaign The ‘Porter’ Magazine, including digital version. It was first released in March 2016, gives the brand and their customers another avenue for communication. Mobile App Fig 14. High street shopping (2013) Competitors 12
ASOS does not only sells its own range of clothing and accessories, but also sells over 850 brands. The range of the products that ASOS sells is very wide. And for higher market, ASOS has got designer brands e.g. Alice McCall, Self-Portrait, also there are plenty of high-end high-street brands e.g. Whistles, Ted Baker, additionally, they also sell lower priced high-street brands like Boohoo and its own brand’s clothing. With many options provided, the consumers can choose the price range that fits them. The figure shows that Zara is more classy and the general price is affordable but not cheap compared to the other high street brands. Topshop is quite expensive among the high street brands, and the style is more trendy and fashionable. Net-A-Porter is also a well-known online retailer, it positions itself as a high end shopping destination and it is towards to classy and luxurious. Fig 15. Brand Positioning Map (2016) Fig 16. Display (2016) Brand Positioning 13
Fig 17. Customer Mood-Board (2016) Customer Mood-board 14
name Serena age 21 live Student accommodation in Old Street acorn (Social Grade) E work Fashion design student with a part time job in Starbucks ambition/Goal Travel around the world personality Chill and friendly avg. disposable income P/M £780 (500 from parents and 280 from her part time job) avg. spend Clothing P/M £30-£100 place to Shop ASOS, Topshop, H&M, River Island & New Look online / In Store Prefer online lifestyle enjoyments Cafe and books must have items Jeans and white tee importance of being on trend Fashion Follower, comfortable is the most important thing favourite colours Bright colours social media 1) Facebook 2) Instagram 3) Pintrest describe style Casual and sporty Serena is a twenty-one year old student, based in London United Kingdom. She studies is in second year of fashion design at London College of Fashion from University of The Arts London. Originally from Liverpool, Serena now lives in a student accommodation in Old street located in east central London with her classmates. She likes to goes to gym during her leisure time. She indulges in both jogging and aerobics on a weekly basis. During summer she also loves to go to swimming. Reading novel is also one of her favourite hobby. She believes that reading is a way of relaxing. Apart from that Serena also have a part time job as a waitress at small cafe near to her apartment. By having a part time job, it enables her to gain more experiences as well as to improve her time management’s skills. She received around 500 pounds from her parents each month for her living expenses on top of the 280 pounds that she earned from her part time job. Serena’s style is very causal and chic, she likes to wear high street clothes such as Topshop, ASOS, River Island and New Look because it is up to date and affordable. She prefers online shopping, Her must have items are pair of jeans and basic t-shirts. Fig 18. Pen Portrait table (2016)Fig 19. Customer Pen Portrait Woman (2016) Customer Pen Portrait 15
name Ben age 26 live Manchester with family acorn (Social Grade) D work Office Worker ambition/Goal Family personality Caring and Kind avg. disposable income P/M £1200 avg. spend Clothing P/M £50-£100 place to Shop ASOS, Topman & Ted Baker online / In Store Prefer online lifestyle enjoyments Picnic and bike must have items Plain T-Shirt importance of being on trend Fashion Follower, comfortable is the most important thing favourite colours Navy social media 1) Facebook 2) Instagram describe style Simple Ben is a twenty-six year old men. He had graduated master degree in Accounting from university of Manchester. He acquired a job as an office worker. His income is 1200 pounds per month. Ben lives in a busy area at the centre of Manchester with his family. Ben works from Monday to Friday as an office worker at the company near to his house. He is a hard working person and it is highly dedicated to work. During his free time he likes to spend time on the internet and social media. Ben likes online shopping as he does not have much spare time to shop in-store. On the weekend he enjoys spending time with his family such as picnic and ride a bike. Ben’s style is very simple. He likes to wear plain and basic clothing such as t shirt, polo shirt and jeans on his day off but suit and tie when he goes to work. Fig 20.Pen Portrait tableFig 21. Customer Pen Portrait Man (2016) Customer Pen Portrait 16
Mix Fig 22. Marketing mix background (2016) Marketing
Product Range • ASOS has a mixed range of its own label collection as well as over 850 global and local brands. • It also has a large range of product such as clothing, shoes, bags, accessories and also beauty products both for women and men. • ASOS has the up to date’s fashion clothing. Add approximately 1,500 new product line every week • Delivery from centres in the UK, US, Europe and China to almost every country in the world. Product Size • ASOS includes special range of clothes for extra big size or extra small size customer as well. • ASOS curve & plus size: for women who wear clothes start from start size UK 10 to size 30 • ASOS Petite: for short and small girl who have a problem with the size. There are many choices for them such as cool crop top and 26” leg jeans • ASOS Maternity: Stylish maternity clothes for pregnant women. Product Quality Despite being a high street brand, ASOS maintains a fairly good product quality. Their aim is to make sure their products are at an affordable price. ASOS may not use the finest of silks or pure lace but they use high quality ready to wear cottons and synthetic fabrics which has durability. The consumers are satisfied with the quality and believe it reflects well with the price. This is an important point to note as it coincides with the brand value and image. Fig 23. Product range (2016) Fig 24. Product range (2016) Fig 25. Product Range Table (2016) Fig 26. Product Quality (2016) Fig 27. Product Size (2016) Product Offer 18
Product Lifecycle At the early stages of the ASOS product life cycle there were growth but it was not as steady as people were still learning about the brand and the awareness was being created. However in the growth stage, there was real steep growth. As ASOS became super popular and gained much recognition very quickly. The growth lasted into the maturity phase where it slowed down a little as the products were starting to saturate within the market. The Product Life Cycle ProductSales Introduction Growth Maturity Decline Table 1 Introduction 0 Growth 5 Maturity 8 Decline 6 Shopping process Customers can go on ASOS to purchase items anytime. It is an online store that is always open. Customers can also purchase items at anytime conveniently. All the products are displayed and have many sections for customers to choose from. Sizes and colours vary. ASOS has their products delivered on different times. It is for the customers to decide from. ASOS offers various type of delivery such as standard delivery which takes 5-7 business days, Next day delivery, Nominated day delivery, Evening next day delivery, and Click and collect which you can collect your purchased items at a convenience store closest to you. Fig 28. The Product Lifecycle Cycle (2016) Fig 29. The Product Lifecycle Cycle Table (2016) Fig 30. ASOS Homepage (2016) Fig 31. Shopping Process (2016) Product Lifecycle & Shopping Process 19
Refund 20 Refund Policy ASOS can be returned through the post office, Doddle store, Hermes store, ToYou store, collect+ store, or any pass my parcel locations in the UK. •Items can be returned/exchanged within 28 days of receiving order •Items can be exchanged if the new item has the same product code as the original. •If item is out of stock, refund will be issued •If the items have different product codes, then the item should be returned for a refund then purchase the new item •All returns will be inspected •Returned items should include tags and packaging such as the original shoe box •Returns are free in the UK however different internationally Fig 32. ASOS Refund (2016) Fig 33. Refund policy (2016)
Price ASOS can be returned through the post office, Doddle store, Hermes store, ToYou store, collect+ store, or any pass my parcel locations in the UK. • ASOS offers a large range of product in an affordable price for clothing from a lower price like 5pounds to around 200 pounds • The pictures below show the example of ASOS product with the price Fig 34. ASOS Price (2016) Fig 35.Price (2016) Price 21
Fig 36. ASOS Building (2016) Fig 37. ASOS Building (2016) Fig 39. ASOS homepage (2016) Fig 38. Place (2016) Place 22 Place • Online shopping at www.asos.com • Four locations in the UK. In London • ASOS’s head office is located in Camden. This is where most of ASOS teams are based. • Customer Care is based in Hemel Hempstead – and just a hop, skip and a jump away from Euston train station. • Warehouse is based in Barnsley – pretty huge.it's the size of six football pitches, every one of ASOS products comes here and is checked, picked and packed before making its way by air, land or sea, to be delivered. • Technology hub based in Birmingham's revolutionary
Promotion • ASOS connects to fashion-focused twenty-somethings across social medias, through smartphone and tablet apps and also ASOS monthly magazine. • ASOS always have a 10% discount for student and people who have a promotional code that every student can get in through social media or advertising Figure 40. ASOS win (2016) Fig 41. Promotion (2016) Fig 42. ASOS magazine covers (2016) Fig 43. Shop on the go (2016) Promotion 23
(the process of making the clothes to market) Manufacture / Supplier Warehouse/ Distribution store Publish products online Customer browse products Customer make decision on what to buy Next day delivery avaliable in UK, Express/ Standard avaliable international ly Order delivery manageme nt Customer recieving products Warehous e picking Payment transmission Delivery method Customer recieving order Reconsider purchase Refund/ Return Item return to warehouse Item being inspected Disposition route manageme nt (Post, Purchase experience and overall customer service) Website Atmosphere The official website looks minimal and simple just like its logo. Student discount, free delivery worldwide and the new launched loyalty programme named ASOS A-LIST are clearly shown on the banners which are on the top of ASOS website. When customers click into the website there is a brief introduction about ASOS and every time when there is any discounts or promotion, a poster will be put on the home page. If shop women or men is selected, the homepage will be some edits which is like a theme then the editorials select some items fit the theme, and #AsSeenOnMe session which provides a platform for people to get inspired by stylists, it is really good for browsing some products on trend or a specific style or theme. The website is well structured. There is a new in session and outlet session and also the products are categorised by brands or edits, which is very convenient for shoppers to browse what they want as they can also refine the products at the same time by size or length or type etc, it saves lots of time because the process of checkout goes smoothly. There is an email sent to the customer each time an order is made and dispatched, also the orders before 12am and choosing next day delivery will be promised to be delivered on the next day which is important to those customers that need the clothing urgently as some of the ASOS shoppers usually go to ASOS for a specific product they need urgently for example going to an occasion. Apart from these, its award-winning customer service is available 24/7, there are around 650 staffs in customer care centre and speaking five different languages across all the platform. Just fit its slogan, an one-stop fashion destination Fig 44. End to end supply chain (2016) Fig 45. ASOS website (2016) End to end supply chain 24
(A-List and the premier next day delivery 9.99) Partnerships ASOS offers their customers the possibility to receive email updates when they registering for an online account on ASOS. It can helps to engage the connection of the company with the customers as these emails offer updates on the brand’s latest collections and campaigns. Moreover, it also offer sales and discounts code in order to increase the volume of purchases. The subject lines of the emails are always straight forward, as it will tell the customers what the email is about before opening it. (Sohail, 2014) ASOS also has an A list program depending on the amount you spend on ASOS, you will receive points. Every pound spent will receive 5 points.Once you earn 400 points, you will automatically join the A list. There will be rewards such as two double points day, 15% off on your birthday, one free next day delivery, and competitions and offers from ASOS and their favourite brands. There is also a premier delivery where you pay £9.99 a year then you will enjoy unlimited next day deliveries. (stylist team) Personal selling ASOS as an online fashion store does not just offer clothes, it offers a range of products that fits in everyone daily needs. In order to engage and connect more with their customers, they have a stylist team – ASOS insiders, where they will give ‘personalised product recommendations’ by offering different styles of outfits such as street style, urban style, casual or formal wear etc. The customers would be able to shop the outfit that they like by simply click on the style that they are interested in. (ASOS, 2016) Fig 46. Direct mail (2016) Fig 47. A-List (2016) Fig 48. ASOS Insider (2016) Direct mail (newsletters) 25
Research Fig 49. Market research background (2016) Market
Political factor that ASOS would need to consider is the bipartisan differences between Labour and Conservative policy in the UK which influences the problem on taxation. For the Conservative party, they have suggested that the government should increase the personal tax allowance whereas for the Labour party, they have suggested they want to bring the 50p top rate of income taxation regulations for people who earned more than £150,000. The differences influences on different parties can affect the economy as well as the stability of the government. Moreover, if ASOS wants to operate business in the UK, they would need to follow the EU policies. (Wilkinson, 2015) ASOS offers their customers the possibility to receive email updates when they registering for an online account on ASOS. It can helps to engage the connection of the company with the customers as these emails offer updates on the brand’s latest collections and campaigns. Moreover, it also offer sales and discounts code in order to increase the volume of purchases. The subject lines of the emails are always straight forward, as it will tell the customers what the email is about before opening it. E S L ET ASOS has a programme, 'Fashion with Integrity', Which is letting their customers knowing that the company is responsible to decrease the resistive effects of the fashion industry on the planet while they are enjoying ASOS's products. Based on 'Fashion with Integrity' ASOS's products are made by workers under Ethical Trading protection, ASOS also champions sustainable fashion and animal welfare. (ASOS, 2016) The company started on internet at 2000, and still not holding any actual store. Their websites are all mobile friendly, it allows people to shop by any devices. they launched ASOS app for ios and android at 2011. (Kollewe, J. 2014) According to ASOS's website, below is a table of how ASOS positioning every channels. ASOS is a brand that specialises in cycling clothing. However, in December 2011, the owners of ASSOS issued proceedings against ASOS plc alleging infringement of the CTM and passing off. On 22 April 2015, the Court of Appeal refused permission to appeal. (Shaw, 2015) ASOS launched a re-defined sustainable sourcing programme this year, which focused on four pillars, one of them is engaging customers on sustainability. To arrive this, Eco Edit, which launched on womenswear in 2010, is a section of ASOS that selling sustainable fashion and beauty products. They not only developed a platform called Marketplace to bring vintage and secondhand items to customers, but also recycle unwanted clothings and materials and make use of them in Reclaimed Vintage men’s and women’s collections. (Hamer, 2016) Fig 50. PESTLE analysis (2016) Fig 51. ASOS’s UAL presentation (2016) P 27
The strengths of ASOS are, customers can shop at anytime and anywhere, even by using the ASOS mobile app. It saves time by travelling to store. ASOS sells over 850 brands, more than what you can find in actual stores. ASOS will send email to customers when they are offering discounts, and they update new items every 2-3 days, which satisfy customer’s ever changing trends. ASOS provide free shipping & return service, which is helps customer to save the transport money, and customer don’t need to be concerned if the item doesn’t fit them. Innovative ways to display merchandise to customers and interactive ways to shop, including customer created looks, company edited fashion trends, and the ASOS marketplace. The weaknesses of ASOS is that the quality of the clothing may not be as what the customer expects because they do not see it physically. It goes to the same as color and sizes. There may also be technological problems where there might be loss of sales because customers cannot get online or cannot view the products. Others may find online payment unsafe or find that paying online is inconvenient. Since more and more millennials are willing to pay more for unique products, ASOS might find more brand collaborations as an opportunity to increase sales. As for threats, there are many more affordable clothing offered online such as Zara, Topshop, and h&m. They have more advantage since they have an online store and physical store where people can go. • Open 24/7 • Reasonable prices and wide range of products • Always offer discount • Free shipping Worldwide • Reasonable prices, acceptable for most groups. • ASOS has a blog on their website that has content on many popular things such as music, celebrity styles, and latest fashion trends • They have a monthly magazine showing customers an editorial view of ASOS merchandise and brand • Experiencing international growth and expansion • Free-ride on brand awarenesses • The product quality might be not as good as customer expected • Can’t be visually seen before purchase • Colour & size differences • Technical problems • Online payment may be insecure • Shipping time can be very long • Lack of availability of other brands • Lack of physical feeling of the products • Too much styles • ASOS doesn’t has an image of the brand • Ever changing fashion trends • Increasing number of online shoppers • Brands collaboration • Competitors: There are many other online stores that features cheap and affordable clothing • Larger retailers existing in both digital and in stores may have more brand recognition than ASOS Strengths Weakness Opportunities Threats Fig 52. SWOT analysis (2016) SWOT 28
According to the Mintel report on ASOS, it’s strategy is to provide the largest as well as the most suitable fashion range for the ‘twenty-something’ customers at a reasonable and affordable price point. They have consolidated its own ASOS brand as well as other high street brand across womenswear and menswear. (Academic.mintel.com, 2016) ASOS is the leading online fashion store in the UK but not in China. It has exited from the Chinese online store market which cost ASOS more than it had predicted. There were several difficulties that ASOS has faced in the Chinese market such as the postal services, prices and most importantly ASOS got a rival Chinese company Alibaba. It only lasted less than three years after it launched but had made a loss of £10million. (Butler, 2016) However, ASOS is going to focus itself into the UK, US and Europe after closing the Chinese business. It is also stated that in order to improve their service as well as pricing they have combined technical innovation. For instance, using Snapchat and Instagram to engage the relationships with the customers. It is also stated that the fastest growing sales channel for ASOS is through its own iPhone app and ASOS is making improvement for their own company everyday such as the next development they are going to take will be to offer every of the European customers a free returns service. However, currently the shares of ASOS has been tumbled due to the fact the co-founder Nick Robertson quits which has led to 5% fall in ASOS’s shares. (Butler, 2016) Fig 53. Research trend (2016) Fig 54. Research Trend (2016) Research 29
From the survey, we have figured out ASOS’s customer’s age is around 20-23, and most of them are looking for t-shirt and hoodies in ASOS, the average spend is between £30-90 on clothing. They are excited to see their favourite Artist’s works on ASOS’s products. Moreover, they also stated that they like photography and painting the most among all the artworks. Apart from that, 90% of customer thinks ASOS is too simple therefore they are hoping to see more creative and interesting design on the brand. Fig 55. Primary Research, Survey (2016). Primary Research 30
Brand Extension of Fig 56. Artists at ASOS’s Photo shoot (2016) Proposal
In order to make ASOS more unique, a whole new collection is going to be launched in ASOS online fashion store and it is named as ‘Artists at ASOS’. The reason we are going to launch this collection is because ASOS has done collaboration with designers before but never with artists. Therefore, in the new collection, we are going to collaborate ASOS’s products with the chosen artists ‘work. As ASOS’s target customers is ‘20 somethings’ therefore the collection is going to bring a fresh and creative vision for the consumers that they have never got it before but at the same time able to put the brand at a competitive advantage as it helps to pave the way of design and innovation for ASOS. Furthermore, as one of ASOS’s aim is ‘Our customer are the heart of everything we do’ therefore in order to keep ASOS’s customers more engaged with the brand, we would like them to take part in it by having the chance to select the artists that they would like ASOS collaborates with. Moreover, this can also provide an opportunity for the young artists out in the market a chance to show off their talents though this ASOS platform so more people will get to see their works as along with bringing a new impression for the consumers to ASOS. Fig 57. Artists at ASOS (2016) Artists at ASOS 32
The colour yellow is being used in the Artists at ASOS’s logo because this collection represents youth, innovative, active and creative hence we have chosen an ombre colour in our logo. As we believe yellow is the ‘mood-enhancing colour speaks confidence and boosts clarity of thought’ and that is what we want to the impression of Artists at ASOS to everyone. (Bailey and Baker, n.d.) YouthActive Art Creative InnovativeASOS Fig 58. Artists at ASOS's logo (2016) Artists at ASOS - Logo 33
PRODUCT PLACE PRICE PROMOTION H&M X BALMAIN Women&Men’s clothing Sequin Dresses Embellished Pearl Jackets Logo Tops Accessories Shoes H&M Stores
 H&M Online
 UK stores: 264 International stores: more than 4000 £30-£399.99 Use of social media: Hashtag# on Instagram on official accounts
 Celebrities wearing collections at the launch event, E.G. Kendall Jenner, Gigi Hadid, Kim Kardashian, Kanye West Release of dozens of product images on a consumer’s Instagram account
 Products rely on influencers to help build excitement before an official release A crossover with a reputable luxury brand- Balmain. TOPSHOP X IVY PARK Active - wear brand Bra tops
 Jackets
 Leggings Shorts Tops Accessories Topshop actual stores & Online Department store such as Selfridges, Harrods, Sports Direct UK stores: over 300 International stores: over 140 £4-£160 The brand is co-founded by celebrity Beyoncé, which gained lots of attention from the social media and her fans, she has 66.5 million followers on Instagram. Beyoncé’s posters being projected over the length of Topshop stores, Oxford Circus (Very high exposure) Beyoncé released a video in promotion of Ivy Park clothing line. GUCCI FOR NET-A- PORTER Woman’s clothing Silk blouse Jackets
 Skirts Sweaters Jeans Scarfs Handbags Online Net-A- Porter Mobile App £120-£1470 A collaboration with the most popular brand this year A reputable luxury brand
 Exclusive only to Net-A-Porter
 Famous bloggers wearing them and Hashtag# on Instagram E-mail send to member database
 The Web site is promoting the partnership through a number of channels such as digital light processing, which is projecting images or a slideshow onto another social media and a press release sent to members of the media. Fig 59. Balmain x H&M (2016) Fig 60. Ivy Park (2016) Fig 61. Gucci (2016) Fig 62. New Competitors Table (2016) Competitors 34
The positioning map shown above is for ARTISTS AT ASOS collection. More towards mass market scale in this figure presents the positioning of the brand is more towards to provide products which appeal to the whole market and ignoring market segment differences. ARTISTS AT ASOS is positioned as a collection that offering affordable price and exclusively items to customers. The figure shows the changes on ASOS’s position after this brand extension plan. From the map we can see that ASOS’s current position is slightly towards youthful but neither too trendy nor classy. However after launching Artists at ASOS we expect that the brand impression and identity to consumers will be more towards trendy, youthful and creative, also by building a platform for bringing more opportunity to young artists could also show ASOS’s support and attention on arts and individuality then to give a new impression. Fig 63. New Brand Positioning Map (2016) Brand Positioning 35
In order to be the World’s number-one destination, we are going to increase the interaction between the company and the consumers where they could take part in the process of voting for the artists they want. Bringing a creative and fresh vision as well as to pave the way of design and innovation path for ASOS. Also, to provide an opportunity for the young artists a platform to show off their talents. Aim Purpose Asos has built character with the new idea, crossing over with artists. It is new and unique which no other brand has done before which is why it is one of the strengths of the new product. The new product can also attract new customers that are interested in art. The weaknesses are similar to the old Asos market. It is only available online so some people might find it inconvenient to purchase. The customers are only towards people who understands the Internet well. There are still many affordable online and physical stores that are asos’s competitors. • Builds character to ASOS • Attracts new customers (especially those that are interested in art) • Unique designs • Affordable price • Trendy & Creative • Creating new trend • Some customers might not like the designs • Different opinions • Some pieces of the garments are limited • Lack of availability • Ever changing fashion trends • Give a new impression of the company to the consumers. • Others might copy the idea • Not everyone will willing to try on new styles. Strengths Weakness Opportunities Threats SWOT Fig 64. Artists at ASOS’s Photo Shoot (2016) Fig 65. New SWOT analysis (2016) Core Values 36
1# Our objective is to engage the connection between the brand and customer. We aim to increase website visits by 5% monthly for our collaborative collection within 6 months. In order to get more potential customers, we would offer 5% off in the next purchase, to customers who share our collaborative products to their friends, whether through Facebook, snapchat, Twitter or Instagram hashtag. 2# Our objective is to increase sales revenue by 5% monthly in 6 months. Our plan is to let them vote for their favourite artists, to show that ASOS really care about what customers think. Then ASOS will collaborate with the chosen artists. In this way we can increase customer awareness and customer loyalty. Engage the Connection 3# Our objective is to increase customer loyalty and make existing customers to buy more than before. To reach the target, we will focus on using more social medias. Customers can nominate by posting photos on social media such as Facebook, Instagram or snapchat. We will then select the top 10 outfit/monthly, with customers who wears our collaborative products. Their photos will be posted on ASOS official accounts and get free gifts. In this way, ASOS can interrupt more with customers. 1# Change the brand positioning by creating brand awareness of the new position by 3% in the first three months of the product launch. The awareness will be of the new brand position through social media marketing. For example, Instagram challenge by using hashtag #artistsatasoscomp for the competition for ASOS to select the artist the artist is going to use the hashtags so ASOS could pick 5 artists and let the customers vote for 3 among 5 in the website. This is one way of a social media marketing. 2# Increase sales revenue of art collaboration by 5% monthly for 6 month period through use of promotion through promotional tactics. 3# Increase social network followers such as Instagram by 10k within 6 months after launch the event 4# Increase followers on social media such as Instagram after launch the collection by 5000 followers in a month. Changing the Brand Positioning SMART Objectives 37
We are engaging the connection with our existing customers by letting them to get involved. At the same time we are bringing a new range of customers who are interested in art and love to share their lifestyles on social media to ASOS family. We believe with their influences on social media can bring ASOS towards to a more stylish and creative path in this competitive market. Followers 12,6 K Name Charlotte age 23 live Canada Water - London [shared with sisters] / Gangnam - Korea acorn (Social Grade) D - unskilled manual workers work Buying assistant at John Lewis ambition/Goal Head of buying department personality Enthusiastic, Talkative and Hard-working avg. disposable income P/M £1750 avg. spend Clothing P/ M £40 - £200 place to Shop ASOS, Topshop, River Island and Nike online / In Store Mostly online but do enjoy shopping in-store with friends lifestyle enjoyments Concerts, Clubbing and Exhibitions must have items Denim Jacket, T-Shirt and Sneakers favorite Artists Laura Callaghan and Yayoi Kusama importance of being on trend Fashion Leader, Wants to wear the newest fashion favourite colours Neon Colour social media 1) Snapchat 2) Instagram 3) Facebook describe style Sporty and street Style with eye-catching accessories Fig 66. Customer Pen Portrait Image Artists at ASOS woman (2016) Fig 67. Customer Pen Portrait Image Artists at ASOS woman (2016) Customer Pen Portrait 38
Kevin is a twenty-three year old , based in London. Kevin has recently graduated from his bachelors degree in Film and Photography studies. Kevin now lives in Roehampton and working as a photographer assistant and a freelance photographer. He likes to spend his time on taking a photo of beautiful views, street and people. He likes to explore the city during his leisure time. Kevin also interested in drawing and painting. He is considering to study a master degree in arts because he is interested in oil and acrylic painting. Kevin’s income is around 1900 a month. His style is very trendy, he likes to wear street -style clothes and like to mix and match his clothing. Kevin enjoy cycling as he thinks it helps him to relax himself. Followers 38,3 K Name Keith age 26 live King’s Cross, London Shared [with two friends] acorn (Social Grade) D - unskilled manual workers work Photographer assistant and a freelance photographer ambition/Goal His own gallery personality Lay-Back, Friendly and wants to be succeeded avg. disposable income P/M £2500 avg. spend Clothing P/ M £80 - £250 place to Shop Topman, Office, ASOS and Dr. Martens online / In Store Perfered Online because of long working hours lifestyle enjoyments Photography, Art, Music and Painting must have items Bomber Jacket, Hoodie and Scarf favorite Artists Claire Barrow and Diane Arbus importance of being on trend Fashion Leader, Wants to look cool and stylish favourite colours Drak with colourful highlines social media 1) instagram 2) Snapchat 3) Youtube describe style High Street, likes painted detail on clothing as a high-line Fig 68. Customer Pen Portrait Image Artists at ASOS Man (2016) Fig 69. Customer Pen Portrait Image Artists at ASOS Man Table (2016) Customer Pen Portrait 39
The latest fashion trends has included oversized luxe sport. Combination of leisure and sporty elements and oversized jackets has been very popular. Pre-internet generations has also inspired street culture and electro rock music scenes to designs. The looks contain bright colours that supports a young edge. The colours for the season are bright and vibrant which is more attractive for the summer. Art is also very influential to society nowadays. Art is a way for people to communicate. Art has so much story to tell which comes from different cultures, time, and people. Therefore, we have created artists at ASOS. Customers and ASOS will vote for which artists to design for ASOS. Then the artists will design their work and put it on t shirts, bomber jackets, denim jackets, and many more. Fig 70. Trend Research (2016) Fig 71. Trend Forecast (2016) Trend Research 40
Mix Fig 72. Marketing Mix background(2016) Marketing
Colour and fabric board and product board Fig 73. Product Concept Board Created by Buying and Merchandising team (2016) Product Concept Board 42
For our new collection, we mostly focused on using fabrics such as cotton, leather,viscose and polyester and most of the dark colours for our products such as blue jean for denim, black and grey but we also combined the use of colourful colours such as pink, beige and white in order to make our womenswear clothes more feminine and trendy. Colour and fabric board and product board Fig 74. Product Range Pyramid (2016) Fig 75. Colour and fabric board (2016) Product 43
the figure shoes the range pyramid of “ARTIST AT ASOS” collection. All of ASOS products are affordable for everyone. Moreover, In this collection the price range is going to be around 25-70 pounds and there will be a limited products which the price is going to be around 150-250 pounds. People The artists must have good reputation as ASOS has or else it might lead to decrease of sales. ASOS should also allow a way of interaction between the artist and the customers. That way a relationship between brand and customers can be built. There is also a good customer service on ASOS and that should be continued. Fig 76. Price Pyramid (2016) Fig 77. Artists at ASOS’s Artwork (2016) Fig 78. Artists at ASOS’s Artwork (2016) Fig 79. Artists at ASOS’s Artwork (2016) Price 44
All of these products are going to be available online at ASOS.COM & ASOS Application through mobile phone and also available to purchase when the collection launch at the event under the collection name as “ ARTIST AT ASOS ”. Concept Landing Page ASOS Main Page Fig 80. Artists at ASOS’s Concept Landing Page (2016) Fig 81. Artists at ASOS’s Main Page (2016) Place 45
These figures show how the product is going to be presented on the website when Artists at ASOS is launched. The use of colours are going to be bold and bright colours which give an impression of creative and young. Product Page Product Range Page Fig 82. Artists at ASOS’s Product Range Page (2016) Fig 83. Artists at ASOS’s Product Page (2016) Place 46
The packaging will be designed by each artist that designed the T-shirts of purchased. Every time the artist changes, the packaging will change to the new artist’s new packaging design. Promotion Our key magazine will be targeted on i-D magazine (Above the line) and ASOS magazine. Press release and relevant contents e.g. photo shoot and poster will be published on the i-D magazine after press day and also the winner of the competition will be interviewed by i-D magazine. The products of Artists at ASOS will be worn on cover girls of ASOS magazine and the story of the winner artist will be published on the ASOS magazine at the same time. On the other hand, some selected artworks of the participated artists and the results will be published on the ASOS magazine and official website. Magazine Fig 84. Artists at ASOS’s Packaging of the shipping bag (2016) Fig 85. Shoe box (2016) Fig 86. Price tag (2016) Fig 87. Magazines cover (2016) Packaging 47
We will invite a few bloggers that have a style that fits our collection image and large number of followers on Instagram to wear the some of the products and post it on their accounts, as well as the images of them attending the launch event. Press release and news of the competition will be updated on ASOS likes. Asos Likes Blogger Emails and direct mails will be sent to the subscribers to inform them of the launch event and the competition, what’s more, every time the results of the competition come out an email will be sent out. Direct Marketing Fig 88. Bloggers (2016) Fig 89. ASOS Likes (2016) Fig 90. Direct Marketing (2016) Promotion 48
Complimentary goody bag will be sent out during the launch event. A goody bag includes a tote bag, a notebook, a lookbook and stickers. The pictures below show the design of goody bag. Goody Bag Tote Bag Notebook Sticker Lookbook Lookbook Lookbook Fig 91. Artists at ASOS’s Tote Bag (2016) Fig 92. Artists at ASOS’s Notebook (2016) Fig 93. Artists at ASOS’s sticker (2016) Promotion 49
These are the social media platform that we are going to use mainly. Social Media Who’s Next? YOU DECIDE !!! PEEKABOO !!! - photoshoot - artists’ work - the products Hang Out with Me Go VOTE !!! - an advertisement to create excitement - the process of artists making their work Get Involved Fig 94. Behind the scene (2016) Fig 95. Snapchat's logo (2016) Fig 96. YouTube's logo (2016) Fig 97. Artists at ASOS's video (2016) Promotion 50
These are the social media platform that we are going to use mainly. Social Media Channels Platform USP Contents Snapchat Hang out with me The process of how the products created, launch event live and preparation, and behind the scene videos will be post on ASOS official account and an exclusive access to insiders and celebrities. Motivate the followers to take part in the competition and keep the competition updated. Instagram You need this in your life/ Get yourself one Showcase the visual products and hashtags for competition #Artistsatasoswin, the products will be wore and post on ASOS -As Seen On Me official account and ASOS insider’s accounts. Additionally, we are going to use Instagram sponsored advertisement to promote. YouTube Get involved We are going to upload videos to YouTube as a platform to show our customers the process of the artists producing their works. Moreover, a video advert with different artists using different way to draw ASOS’s logo will be published on YouTube to let the public know and get involved. Furthermore, advertising on YouTube will be carried out. Facebook This is so you Contextualize product story with release everyday situations, update news about the competition and launching, engage with customers. Sponsored advertisement on Facebook will be carried out. Twitter, Pinterest, Tumblr etc., / Keep updating the competition or products details on official accounts to inform the next purchase. Who’s Next? YOU DECIDE !!! Fig 98. Artists at ASOS's social media table (2016) Promotion 51
Kit Fig 99. Artists at ASOS's Photo Shoot for Press Kit Background (2016) Press
The competition will be opened to public for voting which will be displayed on the homepage of ASOS. And a video will be released and advertised after the launch day. At the beginning of the video, there will be four to five snippets of four to five different artists drawing or painting the ASOS current logo, and then the ASOS current logo will be showed on the white background in the video, then the next scene will be the logo and a “Who’s next” shown, the last scene as well as the following scene will be the logo of ARTISTS AT ASOS and a “You decide”shown underneath the logo. Who’s Next? YOU DECIDE !!! 1Artists upload their work with #artistsatasoswin 2ASOS announces 5 selected artists for the public to vote 3The 3 most popular artists will collaborate with ASOS 2ASOS announces 5 selected artists for the public to vote 3The 3 most popular artists will collaborate with ASOS Fig 100. Artists at ASOS’s artistasoswin (2016) Fig 101. Artists at ASOS’s voting page (2016) Fig 102. Artists at ASOS’s voting page (2016) Voting 53
‘Artists at ASOS’ will be launched on the 7th and 8th of July, aiming to bring a fresh and creative vision to ASOS shoppers while bringing more opportunity to young artists at the same time. It’s simple to join the competition! If you are an artist and interested about Artists at ASOS win, just simply upload your work on Instagram and hashtag #artistsatasoswin. What happens next will be ASOS announce 5 selected artists for the public to vote, and the 3 most popular artists will be invited to collaborate with ASOS to design a new range of items. (For the 20 piece new range of the products, the bright and vibrant colours for the season will be highlighted and most of the dark colour items in the womenswear collection will be highlighted with a dash of pink, beige or white to give a feminine feeling while wearing a gender-neutral item. Artists at ASOS keeps an affordable price range £40 to £70 and still offers a unique design.) However, if you are not an artist, we need you to vote for and select the artist you fancy! Get influenced by arts and communicate with arts. ASOS hopes to provide an opportunity for the young artists out in the market a chance to show off their talents through building this platform, what’s more, ASOS hopes to bring out more exposure about street arts culture to the public and mix up the arts work and fashion to bring unique items to the young or stylish edge. ‘Artists at ASOS’ is not just a collection of womenswear and menswear, it is more like an interactive and fun way for everyone to approach arts and get involved with it. Fig 103. Artists at ASOS’s Photo shoot Press Release (2016) Press Release 54
Fig 104. Artists at ASOS’s launch event mood-board (2016) Launch Event Mood Board 55
The event will be held in the gallery space which provides a large area for events and exhibitions. Similar to the brand’s image, the event will be kept in a minimal style so the key elements will be the wooden flooring, white walls, neon signage, frames and hanging frames for a display paired with hanging garments of the collection. We will have a private viewing time for 9am to 12 am first which will be attended by bloggers, youtubers, the press, critics, the winning and runner up artists, loyal customers and some celebrities, then the rest of the day which is 1pm to 8pm will be invited and open to the public. The perspectives show how the launch event will be looked like. Entrance Bar Exhibition Fig 105. Artists at ASOS’s launch event entrance (2016) Fig 106. Artists at ASOS’s exhibition (2016) Fig 107. Artists at ASOS’s bar (2016) Launch Event 56
• The press: Magazines: Elle Vogue Dazed ID LOVE FASHION Marie Claire Glamour Cosmopolitan Bazaar Hello magazine OK magazine InStyle L’Officiel Vanity Guest list • Celebrities: Jessica Woodley Gigi Hadid Cara Devevingne Kate Bosworth Amber Le Bon Ella Eyre Taylor Swift Pamola Faith Kardashians?? Sarah Hyland Zayn • Bloggers: Chiara Ferragni Alexa Chung Zoe Suen Bryant Lee Shannon Alexandra • Youtubers: ImJennim Fleur DeForce Zoella • Loyal customers (asos insiders- choose from the a-lister): Shannon Alexandra Atosa Nikkhah Eunearvarian Barry • Winning/runner up artists: Flo Wright Stella Pappa Ellie Reeves Yiukie Gan Edward Jobs • Critics: Fashion Police E! News chanel: Fig 108. Artists at ASOS’s invitation card (2016) Launch Event (Invitation Card) 57
Fig 109. Timescale of marketing activities (2016) Fig 110. Artists at ASOS’s photo shoot (2016) Timescale of Marketing Activities 58
Fig 110. Costing table (2016) Total £75,000 7th and 8th july Launch Event Costing Equipment £6,100 Place £8,600 Models £840 Staffs £1,200 Print Station £1,200 Bar £2,200 Security and Cleaning £1,080 Goody Bag £2,400 Total £23,620 Online Communication Mix Costing Facebook (Press Release & Post Release) £6,500 Youtube (Press Release & Post Release) £6,500 Instagram (Press Release & Post Release) £10,000 Magazine ((Press Release & Post Release)) £5,800 Google Advertising £5,000 Total £37,800 Offline Communication Mix Costing Underground Advertising - Shoreditch £8,580 Magazines £4,000 Posters £1,000 Total £13,580 Costing 59
In conclusion, ASOS is a successful online fashion store as the website is very user friendly therefore it is accessible to everyone. In order to gain an integrated marketing research, website analysis, social media analysis, Burnett model, demographic, geographic analysis, PESTLE and SWOT analysis were used to analyse current ASOS’s situation as well as the new brand extension – Artists at ASOS. By looking at the primary research, a survey is carried out and most of the public stated that ASOS’s product is simple but yet boring therefore in order to pave a creative and innovation path for ASOS, a brand extension- Artists at ASOS is launched. Moreover, according to WGSN, art is influential to the society as it is another way for people to communicate to each other and the colours for the season are bright and vibrant colours therefore it gives an advantages for the new brand extension in this competitive market. The goal of this project is to contribute an innovative and unique style to the brand and to the fashion world. Fig 111. Artists at ASOS’s photo shoot (2016) Conclusion
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Figure 1. Author (2016) Artists at ASOS’s Front page [Image]. Figure 2. (2016) ASOS Magazine covers [Image]. Available at: http://www.styleme.gr/2013/07/asos-com/ [Accessed 5 Jun. 2016]. Figure 3. (2016) ASOS Homepage [Image]. Available at: http://www.asos.com/?hrd=1 [Accessed 5 Jun. 2016]. Figure 4. (2016) ASOS Logo [Image]. Available at: https://s-media-cache-ak0.pinimg.com/736x/84/fc/7e/ 84fc7e826d123df5aff87313a8fe45b7.jpg [Accessed 5 Jun. 2016]. Figure 5. (2016) ASOS website image [Image]. Available at: http://mychicpicks.com/wp-content/uploads/ 2015/08/784x350xasos.it_784x01.jpg.pagespeed.ic.FRGPjzML9W.jpg [Accessed 2 May 2016]. Figure 6. (2016) ASOS’s team [Image]. Available at: http://static.standard.co.uk/s3fs-public/thumbnails/ image/2013/07/08/11/22asos0807.jpg [Accessed 5 Jun. 2016]. Figure 7. Author (2016) Brand Identity Mood-board [Image] (See Brand Identity Mood-board Image Bibliography). Figure 8. Author (2016) Burnett Model of Brand Dimensions [Table]. Figure 9. (2016) Brand Aduit ASOS’s stair [Image]. Available at: http://www.asosplc.com/media/image- gallery/corporate.aspx [Accessed 5 Jun. 2016]. Figure 10. Author (2016) Visual Timeline 1 [Image] (See Visual Timeline 1 Image Bibliography). Figure 11. Author (2016) Timeline of ASOS [Table] Figure 12. (2016) High street shopping [Image]. Available at: http://www.ecouterre.com/how-ethical-are- your-favorite-fast-fashion-brands/high-street-shopping-1/ [Accessed 5 Jun. 2016]. Figure 13. Author (2016) Competitors Table [Table]. Figure 14. (2013) High street shopping 2 [Image]. Available at: http://www.myretailmedia.com/blog/9440/ oxford_street_launches_039_i_ny-style_039_branding_to_lure_shoppers.php [Accessed 5 Jun. 2016]. Figure 15. Author (2016) Brand Positioning Map [Image]. Figure 16. (2016) Display [Image]. Available at: https://lh3.googleusercontent.com/ J2T3AxF5hBT1wNY6_eU2404Rs0oUlWFtYMwvpeNhAzou6MPL3MN1eeslQCysPSYe9oMMPLQ=s128 [Accessed 5 Jun. 2016]. Figure 17. Author (2016) Customer Mood-Board [Image] (See Customer Mood-Board Image Bibliography). Figure 18. Author (2016) Pen Portrait table [Table]. Figure 19. Author (2016) Customer Pen Portrait Woman [Image] (See Customer Pen Portrait Woman Image Bibliography). Figure 20. Author (2016) Pen Portrait table [Table]. Figure 21. Author (2016) Customer Pen Portrait Man [Image] (See Customer Pen Portrait Man Image Bibliography). Figure Bibliography 65
Figure 22. (2016) Marketing mix background [Image]. Available at: http://www.retail-week.com/pictures/ 2000x2000fit/6/0/9/1296609_asos.jpg [Accessed 5 Jun. 2016]. Figure 23. (2016) Product range [Image]. Available at: http://www.asos.com/?ic=1 [Accessed 5 Jun. 2016]. Figure 24. (2016) Product range [Image]. Available at: http://www.asos.com/?ic=1 [Accessed 5 Jun. 2016]. Figure 25. Author (2016) Product Range Table [Table]. Figure 26. Author (2016) Product Quality [Table]. Figure 27. Author (2016) Product Size [Table]. Figure 28. Author (2016) The Product Lifecycle Cycle [Image]. Figure 29. Author (2016) The Product Lifecycle Cycle Table [Table]. Figure 30. (2016) ASOS Homepage [Image]. Available at: http://www.asos.com/men/?via=top [Accessed 5 Jun. 2016]. Figure 31. Author (2016) Shopping Process [Table]. Figure 32. (2016) ASOS Refund [Image]. Available at: http://www.asos.com/customer-service/customer- care/help?help=/app/answers/detail/a_id/69 [Accessed 5 Jun. 2016]. Figure 33. Author (2016) Refund policy [Table]. Figure 34. (2016) ASOS Price [Image]. Available at: http://www.asos.com/women/?via=top [Accessed 5 Jun. 2016]. Figure 35. Author (2016) Price [Table]. Figure 36. (2016) ASOS Building [Image]. Available at: http://images.adsttc.com/media/images/ 5202/8e36/e8e4/4e94/9b00/00e8/large_jpg/HR_JamieSmith_CaroCom_AsosHQ-004.jpg?1375899182 [Accessed 5 Jun. 2016]. Figure 37. (2016) ASOS Building 2 [Image]. Available at: http://www.designerhk.com/sites/ designerhk.com/files/field_image/2013/ASOS-07.jpg [Accessed 5 Jun. 2016]. Figure 38. Author (2016) Place [Table]. Figure 39. (2016) ASOS homepage [Image]. Available at: http://beautifulepiphany.com/wp-content/ uploads/2014/08/asos.png [Accessed 5 Jun. 2016]. Figure 40. (2016) ASOS win [Image]. Available at: https://lh3.googleusercontent.com/SMeISuVnQ22J- lOeUmqG9SeJmiq0IUUzV-lk4kJqlwx_zgVgdZNNa456DzO1kCJuf3RYXXo=s115 [Accessed 5 Jun. 2016]. Figure 41. Author (2016) Promotion [Table]. Figure 42. (2016) ASOS magazine covers [Image]. Available at: https://contently.com/wp-content/uploads/ 2015/04/asos-covers.jpg [Accessed 5 Jun. 2016]. Figure Bibliography 66
Figure 43. (2016) Shop on the go [Image]. Available at: http://www.gutscheinblog.de/wp-content/ uploads/2013/09/Asos-App-Small.jpg [Accessed 5 Jun. 2016]. Figure 44. Author (2016) End to end supply chain [Table]. Figure 45. (2016) ASOS website [Image]. Available at: http://www.asos.com/?hrd=1&channelref=paid +search&affid=12493&ppcadref=159902472%7C9937251192%7Caud-75730299879:kwd-120116900&gcl id=CjwKEAjwm8-6BRDgnb- Dk96UmRASJADbMycY3xT9dBklRPoCgSATmL8khVXKlDJLOH6BGpG9plaLihoCL9Hw_wcB [Accessed 5 Jun. 2016]. Figure 46. (2016) Direct mail [Image]. Available at: https://lh3.googleusercontent.com/ SEaOXpyRjXAWXUzyS_cvzIb2NScVDnsz3rOteFDmsSYgc7l71LKU31Hzsyvhz6EsG8mP-g=s115 [Accessed 5 Jun. 2016]. Figure 47. (2016) A-List [Image]. Available at: https://pbs.twimg.com/media/Cb-7dMHWAAEH3H0.png [Accessed 6 Jun. 2016]. Figure 48. (2016) ASOS Insider [Image]. Available at: https://www.toovia.com/posts/2014/jun/ 11/0.13503.390650340378214410 [Accessed 6 Jun. 2016]. Figure 49. (2016) Market research background [Image]. Available at: http://www.retail-week.com/pictures/ 2000x2000fit/6/0/0/1309600_ASOS_plc___Q2_results_2013___3.jpg [Accessed 6 Jun. 2016]. Figure 50. Author (2016) PESTLE analysis [Table]. Figure 51. (2016) ASOS’s UAL presentation [Image]. Figure 52. Author (2016) SWOT analysis [Table]. Figure 53. (2016) Research trend [Image]. Available at: http://telavendo.co/index.php? fc=module&module=smartblog&id_post=7&controller=details&id_lang=4 [Accessed 6 Jun. 2016]. Figure 54. (2016) Research Trend [Image]. Available at: https://uk.pinterest.com/studioscandola/trend- ss-17-encounter-culture/ [Accessed 6 Jun. 2016]. Figure 55. Author (2016) Primary Research, Survey [Image]. Figure 56. Author (2016) Artists at ASOS’s Photo shoot [Image]. Figure 57. Author (2016) Artists at ASOS [Image]. (See Artists at ASOS Image Bibliography) Figure 58. Author (2016) Artists at ASOS's logo [Image]. Figure 59. (2016) Balmain x H&M [Image]. Available at: http://www.trendsetterkowa.pl/2015/10/balmain- x-h.html [Accessed 6 Jun. 2016]. Figure 60. (2016) Ivy Park [Image]. Available at: http://therockbury.com/wp-content/uploads/2016/04/ Ivy-Park.jpg [Accessed 6 Jun. 2016]. Figure 61. (2016) Gucci [Image]. Available at: http://www.anacristinamarquito.com.br/wp-content/ uploads/2016/05/gucci.jpg [Accessed 6 Jun. 2016]. Figure 62. Author (2016) New Competitors Table [Table]. Figure Bibliography 67
Figure 63. Author (2016) New Brand Positioning Map [Image]. Figure 64. Author (2016) Artists at ASOS’s Photo Shoot [Image]. Figure 65. Author (2016) New SWOT analysis [Table]. Figure 66. Author (2016) Customer Pen Portrait Image Artists at ASOS woman [Image] (See Customer Pen Portrait Image Artists at ASOS woman Bibliography) Figure 67. Author (2016) Customer Pen Portrait Image Artists at ASOS woman Table [Table]. Figure 68. Author (2016) Customer Pen Portrait Image Artists at ASOS Man [Image] (See Customer Pen Portrait Image Artists at ASOS Man Bibliography) Figure 69. Author (2016) Customer Pen Portrait Image Artists at ASOS Man Table [Table]. Figure 70. (2016) Trend Research [Image]. Available at: https://lh3.googleusercontent.com/ QI4OX4r70X_OVwu2EXT1hwIdfOiC1HbfaWTQB2XHTQqL-c_24YOdrDzF-EkqDasa2XBg1Yw=s85 [Accessed 6 Jun. 2016]. Figure 71. (2016) Trend Forecast [Image]. Available at: http://m.c.lnkd.licdn.com/mpr/mpr/ AAEAAQAAAAAAAAZ5AAAAJDk0ZGRlODkwLTQ3MzUtNDI1NS05NmRkLTVmODk0MTRhNWExMg.jpg [Accessed 6 Jun. 2016]. Figure 72. (2016) Marketing Mix background [Image]. Available at: http://celebmix.com/wp-content/ uploads/2015/09/fanart-and-celebrities-01.jpg [Accessed 6 Jun. 2016]. Figure 73. Author (2016) Product Concept Board Created by Buying and Merchandising team [Image]. Figure 74. Author (2016) Product Range Pyramid created by Buying and Merchandising team [Image]. Figure 75. Author (2016) Colour and fabric board created by Buying and Merchandising team [Image]. Figure 76. Author (2016) Price Pyramid created by Buying and Merchandising team [Image]. Figure 77. Author (2016) Artists at ASOS’s Artwork [Image]. Figure 78. Author (2016) Artists at ASOS’s Artwork [Image]. Figure 79. Author (2016) Artists at ASOS’s Artwork [Image]. Figure 80. Author (2016) Artists at ASOS’s Concept Landing Page created by Visual Merchandising team [Image]. Figure 81. Author (2016) Artists at ASOS’s Main Page created by Visual Merchandising team [Image]. Figure 82. Author (2016) Artists at ASOS’s Product Range Page created by Visual Merchandising team [Image]. Figure 83. Author (2016) Artists at ASOS’s Product Page created by Visual Merchandising team [Image]. Figure 84. Author (2016) Artists at ASOS’s Packaging of the shipping bag created by Marketing team [Image]. Figure 85. Author (2016) Artists at ASOS’s shoe box created by Marketing team [Image]. Figure Bibliography 68
Figure 86. Author (2016) Artists at ASOS’s Price tag created by Marketing team [Image]. Figure 87. (2016) Magazines cover [Image]. Available at: https://format-com-cld-res.cloudinary.com/ image/private/s--n7VUtmrx--/c_limit,g_center,h_65535,w_2500/ a_auto,fl_keep_iptc.progressive,q_95/125779-10444585-ID_layout_Page_5_jpg.jpg [Accessed 6 Jun. 2016]. Figure 88. (2016) Bloggers [Image]. Available at: https://iamsarahjacob.files.wordpress.com/2015/09/ instafashion3.jpg?w=600&h=600&crop=1 [Accessed 6 Jun. 2016]. Figure 89. (2016) ASOS Likes [Image]. Available at: http://static1.squarespace.com/static/ 52fd0ddae4b003139ba87379/t/56caf1381d07c0b5ce45b985/1456140607611/Couples-holiday.png [Accessed 6 Jun. 2016]. Figure 90. 2016) Direct Marketing [Image]. Available at: https://lh3.googleusercontent.com/ s6c9Q9SxJwPu--G9nGnQgfrbQZnH3JMEJUPY600C0ZcJlLPP-BrBVw7MpvMosPwMltCA5g=s85 [Accessed 6 Jun. 2016]. Figure 91. Author (2016) Artists at ASOS’s Tote Bag created by Marketing team [Image]. Figure 92. Author (2016) Artists at ASOS’s Notebook created by Marketing team [Image]. Figure 93. Author (2016) Artists at ASOS’s sticker created by Marketing team [Image]. Figure 94. Author (2016) Artists at ASOS’s behind the scene created by Marketing team [Image]. Figure 95. (2016) Snapchat’s logo [Image]. Available at: https://upload.wikimedia.org/wikipedia/ commons/thumb/2/2a/Snapchat_Logo.png/480px-Snapchat_Logo.png [Accessed 6 Jun. 2016]. Figure 96. (2016) YouTube’s logo [Image]. Available at: http://vignette3.wikia.nocookie.net/logopedia/ images/5/51/Youtube_2013_icon.png/revision/latest?cb=20131130214557 [Accessed 6 Jun. 2016]. Figure 97. Author (2016) Artists at ASOS’s video created by marketing team [Image]. Figure 98. Author (2016) Artists at ASOS’s Social media Table [Table]. Figure 99. Author (2016) Artists at ASOS’s Photo shoot for Press Kit background [Image]. Figure 100. Author (2016) Artists at ASOS’s artistasoswin [Image]. Figure 101. Author (2016) Artists at ASOS’s Voting page [Image]. Figure 102. Author (2016) Artists at ASOS’s Voting page [Image]. Figure 103. Author (2016) Artists at ASOS’s Photo shoot Press Release [Image]. Figure 104. Author (2016) Artists at ASOS’s launch event mood board [Image]. Figure 105. Author (2016) Artists at ASOS’s launch event entrance created by Visual Merchandising team [Image]. Figure 106. Author (2016) Artists at ASOS’s launch event exhibition created by Visual Merchandising team [Image]. Figure 107. Author (2016) Artists at ASOS’s launch event bar created by Visual Merchandising team [Image]. Figure Bibliography 69
Figure 108. Author (2016) Artists at ASOS’s Invitation card [Image]. Figure 109. Author (2016) Timescale of Marketing Activities [Table] Figure 110. Author (2016) Artists at ASOS’s photo shoot [Image]. Figure 111. Author (2016) Artists at ASOS’s Photoshoot [Image]. Bibliography: Image Mood-board Visual Timeline 1 Image Bibliography Figure 1. (2000) Old version webpage of ASOS [Image]. Available at: https://lh3.googleusercontent.com/ ynXBkDKJwnhv6ECjPJ0ZQwqyzpCyKZXxOTH164VwpA6vZnao05pkiAD9x6iplBASa8C5sA=s151 [Accessed 5 Mar. 2014]. Figure 2. (2016) London Stock Exchange [Image]. Available at: http://www.spargonet.com/wp-content/ uploads/2015/06/london-stock-exchange_square.jpg [Accessed 5 Jun. 2016]. Figure 3. (2016) ASOS Tag [Image]. Available at: https://www.smcfashion.com/Upload/img/tiny-editor/ 5572254897_c68beff5e8_b.jpg?0701 [Accessed 5 Jun. 2016]. Figure 4. (2016) ASOS Menswear [Image]. Available at: http://images.asos.com/inv/P/16/102/318348/ Charcoal/image1xl.jpg [Accessed 5 Jun. 2016]. Figure 5. (2016) ASOS iphone [Image]. Available at: https://d27v8envyltg3v.cloudfront.net/mio/ 38235809/14313317308758/large.jpg [Accessed 5 Jun. 2016]. Figure 6. (No date) ASOS x CoppaFeel [Image]. Available at: https://coppafeel.org/wp-content/uploads/ 2015/07/brahijack_asos-webnews.png [Accessed 5 Jun. 2016]. Brand Identity Mood-board Image Bibliography Figure 1. (No date) Youth has no age [Image]. Available at: http://picture-cdn.wheretoget.it/4eva31-i.jpg [Accessed 5 Jun. 2016]. Figure 2. (No date) Musician [Image]. Available at: http://worldredeye.com/wp-content/uploads/ 2013/03/6-IMG_0772-San-Cisco.jpg [Accessed 5 Jun. 2016]. Figure 3. (No date) ASOS team [Image]. Available at: http://theamag.com/wp-content/uploads/2016/05/ Asos-models.jpg [Accessed 5 Jun. 2016]. Figure 4. (No date) ASOS package [Image]. Available at: http://findercdn.com.au.s3-ap- southeast-2.amazonaws.com/finder-au/wp-uploads/2013/05/ASOS.Delivery.jpg [Accessed 5 Jun. 2016]. Figure 5. (No date) Me+wifi [Image]. Available at: https://lh3.googleusercontent.com/ dRdx9Rq3hTna1jDnXPKI20IjpQSYP0rKeM1mXklARYoyHVjeUZ91ajyre1OGA-o-Tv_5dg=s85 [Accessed 5 Jun. 2016]. Figure 6. (No date) ASOS learn how to [Image]. Available at: https://i.ytimg.com/vi/d2wUNmBmBfE/ maxresdefault.jpg [Accessed 5 Jun. 2016]. Figure 7. (No date) My Big Idea [Image]. Available at: https://likes.asos.com/wp-content/uploads/ 2015/08/Podcast_Thumb_41.jpg [Accessed 5 Jun. 2016]. Figure Bibliography 70
Figure 8. (No date) ASOS ELLE [Image]. Available at: https://41.media.tumblr.com/ 921f6537178ae6e77daf199b925b8cd6/tumblr_n68vgxbqfr1qdndm8o1_500.png [Accessed 5 Jun. 2016]. Figure 9. (No date) Social media logo [Image]. Available at: http://stefaanvanhecke.be/sites/ stefaanvanhecke.be/files/field/image/bigstock-social-media-signs-65494285.jpg [Accessed 5 Jun. 2016]. Figure 10. (No date) Internet logo [Image]. Available at: http://data.whicdn.com/images/129489887/ superthumb.gif [Accessed 5 Jun. 2016]. Customer Mood-Board Image Bibliography Figure 1. (2013) Essentials [Image]. Available at: http://party.pl/newsy/essentiale-reebok-classic-15413- r3/ [Accessed 5 Jun. 2016]. Figure 2. (2015) Donut float [Image]. Available at: https://www.theodysseyonline.com/christmas-july- year-august [Accessed 5 Jun. 2016]. Figure 3. (2015) Watermelon [Image]. Lollitabylolla.com.br. Available at: http://lollitabylolla.com.br/page/ 4/ [Accessed 5 Jun. 2016]. Figure 4. (2014) ASOS people [Image]. Bright. (2014). Available at: http://bright.stellaservice.com/ industry-news/how-asos-aims-to-deliver-vip-service-to-twenty-somethings-around-the-globe/ [Accessed 5 Jun. 2016]. Figure 5. (2016) ASOS Logo [Image]. Available at: http://myfonts-wtf.s3.amazonaws.com/f5/ f58109b80cd4c72dfb4c4ca133fbbef9.63878.png [Accessed 5 Jun. 2016]. Figure 6. (No date) Pineapple [Image]. Available at: https://lh3.googleusercontent.com/xZsV- xEG7FFnmCZPb6xH8RjVJuDR5nDCIHGdDv9gEZ5c3-kJflFtZ9E1ES3ETa4mXtHILQ=s85 [Accessed 5 Jun. 2016]. Figure 7. (No date) Books [Image]. Available at: http://65.media.tumblr.com/ a29c99eda06f5a43112b2856e676fe3a/tumblr_nq966lAlDb1ts6zgno1_1280.jpg [Accessed 5 Jun. 2016]. Artists at ASOS Image Bibliography Figure 1. Author (2016) Artists at ASOS Logo [Image]. Figure 2. (2016) Illustration [Image]. Available at: https://photographyandpainting.wordpress.com/tag/ illustrator/ [Accessed 6 Jun. 2016]. Figure 3. (2016) Illustration [Image]. Available at: https://uk.pinterest.com/pin/547468898426281996/ [Accessed 6 Jun. 2016]. Figure 4. (2016) Illustration [Image]. Available at: http://66.media.tumblr.com/ 33c87f775196e4af8842aa8e0ff5a306/tumblr_njp1l4FBMM1rxqzu7o1_500.jpg [Accessed 6 Jun. 2016]. Figure 5. (2016) Illustration [Image]. Available at: https://lh3.googleusercontent.com/ pIQShqdeiFX0PJKE6eTBo_jggrWZYrB4GZjQfXRSbbZbZXM9ERTgImx9ROOgnRAXfxmr=s85 [Accessed 6 Jun. 2016]. Figure 6. (2016) Illustration [Image]. Available at: http://images.huffingtonpost.com/ 2016-01-25-1453744716-218353-create-thumb.jpg [Accessed 6 Jun. 2016]. Figure Bibliography 71
Figure 7. Author (2016) Artists at ASOS Logo [Image] Customer Pen Portrait Image Woman Bibliography Figure 1. (2016) Pen Portrait woman [Image]. Available at: http://www.akademiakrasy.sk/wp-content/ uploads/2016/03/c7382082a52d3348d2b292be040d0c53.jpg [Accessed 5 Jun. 2016]. Figure 2. (No date) While desk [Image]. Available at: https://inmybackstage.files.wordpress.com/2016/01/ foto-blog-2.jpg [Accessed 5 Jun. 2016]. Figure 3. (No date) Bedroom [Image]. Available at: http://freshstudentliving.co.uk/wp-content/uploads/ 2015/09/Glassyard-Building-Bronze-Studio-4-950px-950x4111-990x411.jpg [Accessed 5 Jun. 2016]. Figure 4. (No date) Café [Image]. Available at: http://www.kinhdoanhcafe.org/wp-content/uploads/ 2015/11/lơi-khuyen-lơn-kinh-doanh-quan-cafe-nho_smartgoal2.jpg [Accessed 5 Jun. 2016]. Customer Pen Portrait Image Man Bibliography Figure 1. (No date) Pen Portrait Man [Image]. Available at: http://s896.photobucket.com/user/filippofiora/ media/filippofiora095/Skin-Tone-2.jpg.html [Accessed 5 Jun. 2016]. Figure 2. (No date) Bedroom [Image]. Available at: http://www.evkoltuktakimlari.com/wp-content/uploads/ 2014/12/Cekmeceli-ve-tekerlekli-cocuk-odasi-mobilyalari-14.jpg [Accessed 5 Jun. 2016]. Figure 3. (No date) Place [Image]. Available at: http://www.urbanrealm.com/images/news/ newspic_1482.jpg [Accessed 5 Jun. 2016]. Figure 4. (No date) Food [Image]. Available at: http://creoflick.net/images/-Summer-inspiration-20131.jpg [Accessed 5 Jun. 2016]. Customer Pen Portrait Image Artists at ASOS woman Bibliography Figure 1. (No date) Oxford circus [Image]. Available at: https://lh3.googleusercontent.com/ yqK8ncpHvrppBMHBCxD2jsrGL66k6nF881L4U6wFCyNv-GUTGAklp74ZS8rpzjWTpJu-RQ [Accessed 6 Jun. 2016]. Figure 2. (No date) Illustration [Image]. Available at: https://lh3.googleusercontent.com/ L5sf0wy5I1YnkFmO-XQ71KAXjSZ7oHJ04N6Q3h10aPdHBxDCz_EULU6CwGnziX45Jw0J=s91 [Accessed 6 Jun. 2016]. Figure 3. (No date) Customer Pen Portrait Woman [Image]. Available at: http://www.hanger.my/wp- content/uploads/2014/09/Nicholas-Ng-of-Garbage-Lapsap-Seoul-Street-Style-2014-q.jpg [Accessed 6 Jun. 2016]. Figure 4. (No date) Clubbing [Image]. Available at: http://data.whicdn.com/images/64880254/large.jpg [Accessed 6 Jun. 2016]. Figure Bibliography 72
Figure 5. (No date) Yayoi Kusama [Image]. Available at: https://pbs.twimg.com/media/ BP3s_KiCIAEPhhr.jpg:large [Accessed 6 Jun. 2016]. Customer Pen Portrait Image Artists at ASOS Man Bibliography Figure 1. (No date) Customer Pen Portrait Man [Image]. Available at: http://venue.ge/wp-content/uploads/ 2016/01/vogue_paris_4r2a3828_2_jpg_7851_north_660x_white.jpg [Accessed 6 Jun. 2016]. Figure 2. (No date) Polaroid camera [Image]. Available at: http:// 4b0vs91gu506263fin1f9das.wpengine.netdna-cdn.com/wp-content/uploads/2014/12/MG_7911.jpg [Accessed 6 Jun. 2016]. Figure 3. (No date) Artist’s work [Image]. Available at: http://static1.squarespace.com/static/ 5296d40fe4b0a5b6da04660b/52dade8ae4b094736845fd4a/ 52dade8be4b094736845fdd4/1391565641762/Diane-Arbus-small.jpg [Accessed 6 Jun. 2016]. Figure 4. (No date) Buildings [Image]. Available at: https://upload.wikimedia.org/wikipedia/commons/ 6/6b/Camden_town_1.jpg [Accessed 6 Jun. 2016]. Figure 5. (No date) Paintings [Image]. Available at: http://www.todaysplans.net/Y6-TPN-Art-PaintBrush- Mountain.jpg [Accessed 6 Jun. 2016]. Figure Bibliography 73
Teamwork Agreement Appendices 74
Teamwork Agreement Appendices 75
Teamwork Agreement Appendices 76
Teamwork Agreement Appendices 77
Teamwork Agreement Appendices 78
Survey Appendices 79
Survey Appendices 80
Weng Tong Leng LEN15443764 Collaborative Project - Individual Reflective Blog Individual Reflective Blog Name: Weng Tong Leng
 Student No.: LEN15443764
 Course: 15/16 BA (Hons) Fashion Marketing LCF Full-time Year 1
 Unit: Collaborative Project - Individual Reflective Blog Unit Leader: Dr Natascha Radclyffe-Thomas Unit & Group Tutor: Suket Parihar Word Count: 1123 words Page 1
Weng Tong Leng LEN15443764 Collaborative Project - Individual Reflective Blog Individual Re,lective Blog 1. This is the (irst week of the summer term and we starting off the (irst day by having a talk from the ASOS team. The talk was really helpful as we got to know the company more such as who they are, their current marketing position and their aims. Moreover, we realised that ASOS has done a lot of work on different social media in order to promote their brands and to engage the relationships with the customers. What amazed myself is we have also (igured out they have done a lot of work behind which I personally did not realise until the talk, for instance how much workloads that have done on different promotions on different social media. Later on the day, we have also met our other group mates from the Buying and merchandising and Visual and merchandising term. In order to get to know each other more as well as doing some initial research, there is a group activity for us to see what the current street market and trends are. We have taken some out(it pictures of people on the street which we think they got a good fashion sense which is suitable for our project. We have decided to choose the customers from Topshop as we feel it is one of the competitors for ASOS, most of the people that we selected dressed really simple as we think it represents the brand identity of ASOS which is simple and casual out(it. Page 2
Weng Tong Leng LEN15443764 Collaborative Project - Individual Reflective Blog Individual Re,lective Blog 2. In this week, we had a lecture with Craig Crawford on digital communications strategies. He is an IT consultant which got 30 years of experience in the global fashion brands and in the lecture he has shared some of his experiences he faced when he was working as a consultant. He has stated that ‘If a brand doesn’t continue to evolve, it won’t survive’ and how IT improved a business connective with the customers. I really enjoyed the lecture as I think it’s really useful, multi-channel was mentioned in the lecture which I think it (its in the project that we are working on for ASOS as ASOS is a online fashion store where multi-channel is an essential tool for them in order to run their business. We come up with some initial ideas for our collaborative project with ASOS. One of the ideas is we were thinking to launch a ‘Date’ collection. The collection will mainly focused on womenswear as we feel like female always (ind it hard to pick an out(it when they go on a date, especially to their (irst date. Therefore, we think the collection would be a good idea for customers that feel the struggle to pick an out(it. Our initial idea of this collection is going to be divided into sections among ‘First date out(it’, ‘Causal date out(it’, ‘Formal date out(it’. Page 3
Weng Tong Leng LEN15443764 Collaborative Project - Individual Reflective Blog Individual Re,lective Blog 3. In this week, the dif(iculties that we were facing was we could not decide whether we are going for the ‘Date out(it collection’ idea or to collaborative with young artists. As the buying team would need to design the 20 garments for the collection and felt the struggle to do it without being too similar with the current product that ASOS already got. Therefore, we had a big group meeting and we have decided to go for our second idea rather the (irst one which is to collaborative with young artists. The marketing team has done a survey based on what is the impression for ASOS and most of the responses are the customers feel that there are a lot of choices that you can pick in ASOS that is really diverse but at the time there is not any specialty in ASOS. We feel like ASOS did collaborate with designers before but have never done it with artists. Therefore, we think it might be a good opportunity for ASOS to work with them as well as giving a chance and a platform for the young artists to present themselves. Moreover, we have designed our own logo for the new collection and is going to be named as ‘Artists at ASOS’. Page 4
Weng Tong Leng LEN15443764 Collaborative Project - Individual Reflective Blog Individual Re,lective Blog 4. In this week, we have then done some research such as the current marketing and branding of ASOS, a customer pro(ile that ASOS is targeting on and mood-boards that based on the product and customers ASOS is working on. Moreover, we have done a SWOT analysis to show their strengths, weakness, opportunities and threats that ASOS is facing at the moment. Moreover, we also had a mentor session with Katrina McLaren who is the Brand Marketing manger WW from ASOS, It is really useful and helpful to us as we have talked about the idea of our project and she has given us a lot of suggestion along with a problem which we could not decide and it was the price range for the new collection’s product. She suggested us that the price range should be around £40-£70 and not too expensive even though we would like to make it exclusive as ASOS’s aims is to be a online fashion store where everyone could afford it. Page 5
Weng Tong Leng LEN15443764 Collaborative Project - Individual Reflective Blog Individual Reflective Blog 5. In this week, the whole group are busying with our board for the exhibition. There was a little bit of a struggle because there were constantly arguments going on as each team in our group got different opinions on how to combine the boards together. However, we did manage to overcome the problems and got it all done on time. Although we did have some arguments throughout the project but one thing that we all agreed is, we really did enjoy doing this project. We understand it is not easy to work as a group especially when there are 11 of us in it and some of them might got strong personalities than the others. I did gain a lot of experiences especially I have learnt the importances of teamwork and communication with each other. We are all really happy with our idea ‘Artists at ASOS and were quite emotional when we saw our final outcomes of the lookbook, board, video and the model. Page 6
Weng Tong Leng LEN15443764 Collaborative Project - Individual Reflective Blog Overall SWOT analysis for collaborative project: Strength: - All of the group mates were wiling to make effort and contribute ideas to the project. Weakness: -Communication was a bit of an issue when it comes to big group meeting as everyone has their own opinions on the project. Opportunity: -We were able to share the workloads equally among the group and have split ourselves in doing different parts to prevent any repetition works. Threat: -Hard to satisfy everyone to gather all the ideas together into the project although we know everyone wants to share out their ideas. Page 7

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ASOS Business Report

  • 1.
    BA (Hons) FashionMarketing Unit: Collaborative Project M a r k e t i n g R e p o r t Weng Tong Leng LEN15443764 Tiffany Carol Tong TON15444155 Fremo Tung TUN15466231 Cherrie Yun Chao Wang WAN15466565 Jenny Supatcha Wongkuprasert WON13407495 Min Xie XIE15442373 UNIT CODE:
 UNIT LEADER: TEACHING TEAM: 
 LOCATION IN COURSE: WORD COUNT: FU001428 Dr Natascha Radclyffe-Thomas Suket Parihar Year 1, Term 3 3157 Fig 1. Artists at ASOS’s Front page
  • 2.
    I, Weng TongLeng, Tiffany Carol Tong, Fremo Tung, Cherrie Yun Chao Wang, Jenny Supatcha Wongkuprasert and Min Xie, certify that this is an original and individual piece of work and that no part of this has been written by anyone else; I have acknowledged (appropriately referenced using the Harvard Referencing system) all sources and citations; no section of this report has been plagiarised; this work has not been submitted for any other assessment. 2
  • 3.
    SHOP ASOS OWN LABEL Theclothes you want now – check out ASOS' own brand collections here. ASOS LABEL WOMEN › ASOS LABEL MEN › SHOP BRANDS The labels you love – discover over 850 world-class fashion brands here. WOMEN'S BRANDS › MEN'S BRANDS › United Kingdom £ GBP Hi LENG, not you? STUDENTS: 10% OFF 24/7 + MORE GOOD STUFF › ASOS A-LIST EARN WHILE YOU SHOP! GET ON THE LIST › FREE DELIVERY WORLDWIDE* *MORE INFO HERE › VIEW WOMEN VIEW MEN This is ASOS YOUR ONE-STOP FASHION DESTINATION Shop from over 850 of the best brands, including ASOS’ own label. Plus, get your daily fix of the freshest style, celebrity and music news. FREE DELIVERY* WORLDWIDE *MORE INFO HERE › WOMEN MEN Help My Account Saved items Bag 0.00 (0) Search ASOS Go ASOS MARKETPLACE ASOS.com is launched in 2000 and it has already become the leading online fashion store for women and men in the UK. ASOS doesn’t just want to become an online retailer but ‘The World’s NO.1 online fashion destination for 20 somethings” therefore it has used multi channel marketing methods in order to promote their brand. For instance, a monthly magazine and blog are being published. ASOS has a specific target market segment which are young consumers with the ages between 16-34. There is also a heavy investment in the website as they would need ensure that their consumers are able to get what they want from online without physically visiting the stores. As ASOS is an online fashion store therefore they would need to use a variety of social media to communicate with their global audiences such as Facebook, Twitter, Google+, Instagram, Pinterest, Tumblr, YouTube and Snapchat. (Businesscasestudies.co.uk, 2016) Fig 2. ASOS Magazine covers (2016) Fig 3. ASOS Homepage (2016) Fig 4. ASOS Logo (2016) Introduction 3
  • 4.
    This is amarketing brand report focusing on the fast- fashion online store for ASOS. It will analyse the current business environment, evaluate the brand research and define an outline of a brand extension for its future opportunity along with a launch event. A whole new collection will be created and to be sold by ASOS and it is named as ‘Artists at ASOS’. In the report, it consists an in depth of the internal and external market research environment, brand concept proposal and an integrated marketing communications plan. The first sector of the report will include an analyse of the brand research which will focus on: ASOS’s current marketing and branding such as the brand’s core values, unique selling propositions, the brand’s position within the marketing (positioning map and key competitors). Other information such as the marketing mix (The 7P’s), products range that ASOS offers and their target customers. By having this primary research of ASOS, it will allow one to identify the aspects of the brand as well as the gap in the market because it will help to justify whether the brand extension will be suitable to ASOS or not. Fig 5. ASOS website image (2016) EXECUTIVE SUMMARY The second sector of the report will be to observe the current market’s situation by using SWOT and PESTLE analysis. In order to receive insight information of the brand, the report is going to examine a more in depth research by looking at the current trends and style from WGSN and Mintel along with a survey being carried out. This allows identifying the consumer’s demands for ‘Artists at ASOS’ as the brand extension. The final sector of the report will be focused more on the brand’s extension. It will begin with the proposal for ‘Artists at ASOS’ to emphasis the features of the new collection as well as identify the process on how the idea is going to work. Followed by the proposal, an in depth details of the launch event will be carried out for instance the costing, location, utilities, media kit and invitations of guest lists. The report will be finalise with a conclusion which foreshows the potential success of the new collection for ASOS. 4
  • 5.
    Proposal of BrandExtention 31-54 Conclusion 60 Reference List 61-64 Figure Bibliography 65-73 Appendices 74-80 Individual Reflective Blog 81-86 Artists at ASOS Logo Analysis Competitors Positioning Map Core Values & SWOT Analysis SMART Objectives Customer Profile Trend Research Marketing Mix Press Kit Introduction 3 Executive Summary 4 Brand Audit 6 - 25 Market Research 26 - 30 Brand Identity Mood Board Core Values & USP Timeline Competitors Positioning Map Customer Profile Marketing Mix PESTEL Analysis SWOT Analysis Research Survey Analysis 7 8 10 11-12 13 14-16 17-25 27 28 29 30 32 33 34 35 36 37 38-39 40 41-51 59 Contents Page 5
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    & USP Fig 6. ASOS’steam (2016) Core Values
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    Fig 7. BrandIdentity Mood-board (2016) Brand Identity Mood-board 7
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    Moreover, they havelaunched the ASOS A-LIST loyalty programme which is whenever you place an order in ASOS you would automatically become an ASOS A-LISTER which means for every £1 you spent you will get five points. In return, a £5 voucher would be given to you for every 500 cleared points you got. In addition, ASOS has the ASOS Marketplace which is a platform to provide an opportunity for customers to sell their clothing such as their own- made clothes. It is a constructive tool for ASOS as it allows to engage the relationship with the customers by letting them to interact and aware the presence of ASOS. Even though, ASOS would take commission charges over it but at the same time it enables small businesses that could not afford owning a shop to put their own clothing there. Likewise, the reason why ASOS is so successful because they are able to position themselves to focus on ‘twenty-somethings’ throughout their e- commerce and by doing this they have used different multiple channels in order to promote their brand. It is also noted that the vast majority of their staff are twenty-something too therefore they really understand what their customers want and needs, so whenever they are searching for fashion, ASOS would be the first thing they would think of. ASOS uses unique selling propositions in order to keep their customers engaged with the brand and to differentiate itself from other online fashion store. ASOS ensures their products are all accessible and affordable for all of their customers. The founder of ASOS, Nick Robertson has once stated that he wants ASOS to be ‘as synonymous with fashion as Google is with search’. One of the key USP that ASOS uses for its own brand would be they always aim for offering an effortless online shopping experience for their customers such as deliver the product in a free, reliable and as quickly as possible way they could which allows their customers to try on the latest fashion product as soon as possible. Furthermore, in order to make ASOS more unique, they have extended their next-day delivery along with their ‘Drop-off networks’ which allows the customers to shop whenever they want or return any items for free when they are not satisfy with. They claimed that they have the ‘best-in-class’ customer proposition and an award-winning Customer Service Team. (Friar et al., 2012) • ASOS offers a wide range of products to its customers. • Using multi-channels to engage with the customers as well as to promote the brand. • They make sure the prices of their products are affordable and the quality is durable. Functions • ASOS is an online fashion store that has the up-to-date fashion targeting at twenty- somethings in the whole world. • ASOS’s personality are young, trendy, innovative and fashion conscious. Personality / Image • ASOS has provided not just photographs of the garments but also a catwalk show for nearly all of their products in order to allow the customers to see how the products look likes in real life. • Offering free global delivery and returns.Differences: • ASOS’s aims is to differentiate itself from other fashion online store out in the market and to be “the World’s No.1 Online fashion destination for twenty somethings. Source Fig 8. Burnett Model of Brand Dimensions (2016) Core Values & USP 8
  • 9.
    Audit Fig 9. BrandAduit ASOS’s stair (2016) Brand
  • 10.
    As a highstreet fashion company, ASOS is moving very fast. Started at 2000, 15 years it became the uk no.1 online store, they recently crossed over with CoppaFeel to send out the message of breast cancer awareness, it shows that the online store cares about their customer’s lifestyle and willing to get involved in it. ASOS (asSeenonScreen) launches it’s e-commerce storefront on June 3, 2000 by Nick Robertson and Quentin Griffiths. ASOS is admitted to the AIM on the London Stock Exchange and has stock value surge by 3% within 3 weeks of trading. The brand introduces it’s own line of womenswear in order to increase it’s profit margin on sales. To compliment it’s introduction of own-brand womenswear, ASOS introduce menswear products. The company aims to cater to its customer’s multi-platform shopping habits with a seem-less mobile shopping experience. ASOS teams with CoppaFeel to encourage young women to check for early signs of breast cancer. ASOS Launches Initial Public Offering Own Label Introduced Menswear Introduced iPhone App launched Breast Cancer Partnership 2000 2001 2004 2007 2010 2015 Fig 10. Visual Timeline (2016) Fig 11. Timeline of ASOS (2016) Timeline 10
  • 11.
    ASOS has highstreet retailer competitors such as Zara, H&M, Topshop, and Zalando which is a German online fashion store. ASOS has a website which is easy to navigate. The products are all divided into different sections which makes it easier for customers to look through the products that they want. As for the other high street retailer shops online, they only have a few pictures of the clothing itself or on models. Brand Product Place Price Promotion Topshop High-street fashion clothing Man& Woman Shoes Bags and Accessories Beauty Little Goodies (phone cover, pillows etc. ) Brands at Topshop: E.g. Adidas, New Era, Calvin Klein etc. Topshop Boutique Topshop Unique(expansive UK stores: over 300 International stores: over 140 Entry: £1- £18 Average: £18- £60 Exit: £995(Tops hop Unique) British High street fashion brand. Topshop uses high end promotional method such as creating different lines, E.g. Tall& Petite Topshop also crossover with celebrities or designers. The most recent one is collaboration with Beyoncé(Ivy Park collection) Topshop uses the top models/fashion icons for product shooting, E.g. Cara Delevingne Use of social media such as Facebook, Instagram, Twitter and Pinterest etc., to keep the connection with customers. Offering student discount Zara Highstreet fashion clothing Woman&Man Kids clothing Footwear& Bags Lingerie Zara home Accessories UK stores: 68 International stores: 2100 Entry: £ 3 Exit: £180 Spanish High street fashion brand. Use of fashion insiders and celebrities to endorse their products through magazines such as Vogue, and social media such as Instagram Fashion bloggers wears Zara products and become the must- have items E-Newsletter E-marketing Figure 12. High street shopping (2016) Fig 13. Competitors Table (2016) Competitors 11
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    Brand Product PlacePrice Promotion H&M Woman& man’s clothing Kids clothing Lingerie Shoes& Bags Accessories Home (bathroom, bedroom, kitchen, outdoor, living room, kids room) UK stores: 264 International stores: more than 4000 Entry: £ 2 Exit: £100 Use of outdoor advertising Use of social media, Fashion bloggers help them to promote products by posting H&M outfit on their blogs E-newsletter E-marketing Offering lots of discounts Brand collaboration: Balmain, Lanvin, Alexander Wang etc. Net-a-Porter Online fashion store with over 350 designers, including luxury, contemporary, and leisure Woman& man’s clothing Shoes& bags Accessories& jewelry Lingerie Sport Beauty Only online, No Pop-up store Entry: £ 15 Exit: £50600 Collaboration: Gucci for Net-a-porter E-newsletter Email campaign The ‘Porter’ Magazine, including digital version. It was first released in March 2016, gives the brand and their customers another avenue for communication. Mobile App Fig 14. High street shopping (2013) Competitors 12
  • 13.
    ASOS does notonly sells its own range of clothing and accessories, but also sells over 850 brands. The range of the products that ASOS sells is very wide. And for higher market, ASOS has got designer brands e.g. Alice McCall, Self-Portrait, also there are plenty of high-end high-street brands e.g. Whistles, Ted Baker, additionally, they also sell lower priced high-street brands like Boohoo and its own brand’s clothing. With many options provided, the consumers can choose the price range that fits them. The figure shows that Zara is more classy and the general price is affordable but not cheap compared to the other high street brands. Topshop is quite expensive among the high street brands, and the style is more trendy and fashionable. Net-A-Porter is also a well-known online retailer, it positions itself as a high end shopping destination and it is towards to classy and luxurious. Fig 15. Brand Positioning Map (2016) Fig 16. Display (2016) Brand Positioning 13
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    Fig 17. CustomerMood-Board (2016) Customer Mood-board 14
  • 15.
    name Serena age 21 liveStudent accommodation in Old Street acorn (Social Grade) E work Fashion design student with a part time job in Starbucks ambition/Goal Travel around the world personality Chill and friendly avg. disposable income P/M £780 (500 from parents and 280 from her part time job) avg. spend Clothing P/M £30-£100 place to Shop ASOS, Topshop, H&M, River Island & New Look online / In Store Prefer online lifestyle enjoyments Cafe and books must have items Jeans and white tee importance of being on trend Fashion Follower, comfortable is the most important thing favourite colours Bright colours social media 1) Facebook 2) Instagram 3) Pintrest describe style Casual and sporty Serena is a twenty-one year old student, based in London United Kingdom. She studies is in second year of fashion design at London College of Fashion from University of The Arts London. Originally from Liverpool, Serena now lives in a student accommodation in Old street located in east central London with her classmates. She likes to goes to gym during her leisure time. She indulges in both jogging and aerobics on a weekly basis. During summer she also loves to go to swimming. Reading novel is also one of her favourite hobby. She believes that reading is a way of relaxing. Apart from that Serena also have a part time job as a waitress at small cafe near to her apartment. By having a part time job, it enables her to gain more experiences as well as to improve her time management’s skills. She received around 500 pounds from her parents each month for her living expenses on top of the 280 pounds that she earned from her part time job. Serena’s style is very causal and chic, she likes to wear high street clothes such as Topshop, ASOS, River Island and New Look because it is up to date and affordable. She prefers online shopping, Her must have items are pair of jeans and basic t-shirts. Fig 18. Pen Portrait table (2016)Fig 19. Customer Pen Portrait Woman (2016) Customer Pen Portrait 15
  • 16.
    name Ben age 26 liveManchester with family acorn (Social Grade) D work Office Worker ambition/Goal Family personality Caring and Kind avg. disposable income P/M £1200 avg. spend Clothing P/M £50-£100 place to Shop ASOS, Topman & Ted Baker online / In Store Prefer online lifestyle enjoyments Picnic and bike must have items Plain T-Shirt importance of being on trend Fashion Follower, comfortable is the most important thing favourite colours Navy social media 1) Facebook 2) Instagram describe style Simple Ben is a twenty-six year old men. He had graduated master degree in Accounting from university of Manchester. He acquired a job as an office worker. His income is 1200 pounds per month. Ben lives in a busy area at the centre of Manchester with his family. Ben works from Monday to Friday as an office worker at the company near to his house. He is a hard working person and it is highly dedicated to work. During his free time he likes to spend time on the internet and social media. Ben likes online shopping as he does not have much spare time to shop in-store. On the weekend he enjoys spending time with his family such as picnic and ride a bike. Ben’s style is very simple. He likes to wear plain and basic clothing such as t shirt, polo shirt and jeans on his day off but suit and tie when he goes to work. Fig 20.Pen Portrait tableFig 21. Customer Pen Portrait Man (2016) Customer Pen Portrait 16
  • 17.
    Mix Fig 22. Marketingmix background (2016) Marketing
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    Product Range • ASOShas a mixed range of its own label collection as well as over 850 global and local brands. • It also has a large range of product such as clothing, shoes, bags, accessories and also beauty products both for women and men. • ASOS has the up to date’s fashion clothing. Add approximately 1,500 new product line every week • Delivery from centres in the UK, US, Europe and China to almost every country in the world. Product Size • ASOS includes special range of clothes for extra big size or extra small size customer as well. • ASOS curve & plus size: for women who wear clothes start from start size UK 10 to size 30 • ASOS Petite: for short and small girl who have a problem with the size. There are many choices for them such as cool crop top and 26” leg jeans • ASOS Maternity: Stylish maternity clothes for pregnant women. Product Quality Despite being a high street brand, ASOS maintains a fairly good product quality. Their aim is to make sure their products are at an affordable price. ASOS may not use the finest of silks or pure lace but they use high quality ready to wear cottons and synthetic fabrics which has durability. The consumers are satisfied with the quality and believe it reflects well with the price. This is an important point to note as it coincides with the brand value and image. Fig 23. Product range (2016) Fig 24. Product range (2016) Fig 25. Product Range Table (2016) Fig 26. Product Quality (2016) Fig 27. Product Size (2016) Product Offer 18
  • 19.
    Product Lifecycle At theearly stages of the ASOS product life cycle there were growth but it was not as steady as people were still learning about the brand and the awareness was being created. However in the growth stage, there was real steep growth. As ASOS became super popular and gained much recognition very quickly. The growth lasted into the maturity phase where it slowed down a little as the products were starting to saturate within the market. The Product Life Cycle ProductSales Introduction Growth Maturity Decline Table 1 Introduction 0 Growth 5 Maturity 8 Decline 6 Shopping process Customers can go on ASOS to purchase items anytime. It is an online store that is always open. Customers can also purchase items at anytime conveniently. All the products are displayed and have many sections for customers to choose from. Sizes and colours vary. ASOS has their products delivered on different times. It is for the customers to decide from. ASOS offers various type of delivery such as standard delivery which takes 5-7 business days, Next day delivery, Nominated day delivery, Evening next day delivery, and Click and collect which you can collect your purchased items at a convenience store closest to you. Fig 28. The Product Lifecycle Cycle (2016) Fig 29. The Product Lifecycle Cycle Table (2016) Fig 30. ASOS Homepage (2016) Fig 31. Shopping Process (2016) Product Lifecycle & Shopping Process 19
  • 20.
    Refund 20 Refund Policy ASOS canbe returned through the post office, Doddle store, Hermes store, ToYou store, collect+ store, or any pass my parcel locations in the UK. •Items can be returned/exchanged within 28 days of receiving order •Items can be exchanged if the new item has the same product code as the original. •If item is out of stock, refund will be issued •If the items have different product codes, then the item should be returned for a refund then purchase the new item •All returns will be inspected •Returned items should include tags and packaging such as the original shoe box •Returns are free in the UK however different internationally Fig 32. ASOS Refund (2016) Fig 33. Refund policy (2016)
  • 21.
    Price ASOS can bereturned through the post office, Doddle store, Hermes store, ToYou store, collect+ store, or any pass my parcel locations in the UK. • ASOS offers a large range of product in an affordable price for clothing from a lower price like 5pounds to around 200 pounds • The pictures below show the example of ASOS product with the price Fig 34. ASOS Price (2016) Fig 35.Price (2016) Price 21
  • 22.
    Fig 36. ASOSBuilding (2016) Fig 37. ASOS Building (2016) Fig 39. ASOS homepage (2016) Fig 38. Place (2016) Place 22 Place • Online shopping at www.asos.com • Four locations in the UK. In London • ASOS’s head office is located in Camden. This is where most of ASOS teams are based. • Customer Care is based in Hemel Hempstead – and just a hop, skip and a jump away from Euston train station. • Warehouse is based in Barnsley – pretty huge.it's the size of six football pitches, every one of ASOS products comes here and is checked, picked and packed before making its way by air, land or sea, to be delivered. • Technology hub based in Birmingham's revolutionary
  • 23.
    Promotion • ASOS connectsto fashion-focused twenty-somethings across social medias, through smartphone and tablet apps and also ASOS monthly magazine. • ASOS always have a 10% discount for student and people who have a promotional code that every student can get in through social media or advertising Figure 40. ASOS win (2016) Fig 41. Promotion (2016) Fig 42. ASOS magazine covers (2016) Fig 43. Shop on the go (2016) Promotion 23
  • 24.
    (the process ofmaking the clothes to market) Manufacture / Supplier Warehouse/ Distribution store Publish products online Customer browse products Customer make decision on what to buy Next day delivery avaliable in UK, Express/ Standard avaliable international ly Order delivery manageme nt Customer recieving products Warehous e picking Payment transmission Delivery method Customer recieving order Reconsider purchase Refund/ Return Item return to warehouse Item being inspected Disposition route manageme nt (Post, Purchase experience and overall customer service) Website Atmosphere The official website looks minimal and simple just like its logo. Student discount, free delivery worldwide and the new launched loyalty programme named ASOS A-LIST are clearly shown on the banners which are on the top of ASOS website. When customers click into the website there is a brief introduction about ASOS and every time when there is any discounts or promotion, a poster will be put on the home page. If shop women or men is selected, the homepage will be some edits which is like a theme then the editorials select some items fit the theme, and #AsSeenOnMe session which provides a platform for people to get inspired by stylists, it is really good for browsing some products on trend or a specific style or theme. The website is well structured. There is a new in session and outlet session and also the products are categorised by brands or edits, which is very convenient for shoppers to browse what they want as they can also refine the products at the same time by size or length or type etc, it saves lots of time because the process of checkout goes smoothly. There is an email sent to the customer each time an order is made and dispatched, also the orders before 12am and choosing next day delivery will be promised to be delivered on the next day which is important to those customers that need the clothing urgently as some of the ASOS shoppers usually go to ASOS for a specific product they need urgently for example going to an occasion. Apart from these, its award-winning customer service is available 24/7, there are around 650 staffs in customer care centre and speaking five different languages across all the platform. Just fit its slogan, an one-stop fashion destination Fig 44. End to end supply chain (2016) Fig 45. ASOS website (2016) End to end supply chain 24
  • 25.
    (A-List and thepremier next day delivery 9.99) Partnerships ASOS offers their customers the possibility to receive email updates when they registering for an online account on ASOS. It can helps to engage the connection of the company with the customers as these emails offer updates on the brand’s latest collections and campaigns. Moreover, it also offer sales and discounts code in order to increase the volume of purchases. The subject lines of the emails are always straight forward, as it will tell the customers what the email is about before opening it. (Sohail, 2014) ASOS also has an A list program depending on the amount you spend on ASOS, you will receive points. Every pound spent will receive 5 points.Once you earn 400 points, you will automatically join the A list. There will be rewards such as two double points day, 15% off on your birthday, one free next day delivery, and competitions and offers from ASOS and their favourite brands. There is also a premier delivery where you pay £9.99 a year then you will enjoy unlimited next day deliveries. (stylist team) Personal selling ASOS as an online fashion store does not just offer clothes, it offers a range of products that fits in everyone daily needs. In order to engage and connect more with their customers, they have a stylist team – ASOS insiders, where they will give ‘personalised product recommendations’ by offering different styles of outfits such as street style, urban style, casual or formal wear etc. The customers would be able to shop the outfit that they like by simply click on the style that they are interested in. (ASOS, 2016) Fig 46. Direct mail (2016) Fig 47. A-List (2016) Fig 48. ASOS Insider (2016) Direct mail (newsletters) 25
  • 26.
    Research Fig 49. Marketresearch background (2016) Market
  • 27.
    Political factor thatASOS would need to consider is the bipartisan differences between Labour and Conservative policy in the UK which influences the problem on taxation. For the Conservative party, they have suggested that the government should increase the personal tax allowance whereas for the Labour party, they have suggested they want to bring the 50p top rate of income taxation regulations for people who earned more than £150,000. The differences influences on different parties can affect the economy as well as the stability of the government. Moreover, if ASOS wants to operate business in the UK, they would need to follow the EU policies. (Wilkinson, 2015) ASOS offers their customers the possibility to receive email updates when they registering for an online account on ASOS. It can helps to engage the connection of the company with the customers as these emails offer updates on the brand’s latest collections and campaigns. Moreover, it also offer sales and discounts code in order to increase the volume of purchases. The subject lines of the emails are always straight forward, as it will tell the customers what the email is about before opening it. E S L ET ASOS has a programme, 'Fashion with Integrity', Which is letting their customers knowing that the company is responsible to decrease the resistive effects of the fashion industry on the planet while they are enjoying ASOS's products. Based on 'Fashion with Integrity' ASOS's products are made by workers under Ethical Trading protection, ASOS also champions sustainable fashion and animal welfare. (ASOS, 2016) The company started on internet at 2000, and still not holding any actual store. Their websites are all mobile friendly, it allows people to shop by any devices. they launched ASOS app for ios and android at 2011. (Kollewe, J. 2014) According to ASOS's website, below is a table of how ASOS positioning every channels. ASOS is a brand that specialises in cycling clothing. However, in December 2011, the owners of ASSOS issued proceedings against ASOS plc alleging infringement of the CTM and passing off. On 22 April 2015, the Court of Appeal refused permission to appeal. (Shaw, 2015) ASOS launched a re-defined sustainable sourcing programme this year, which focused on four pillars, one of them is engaging customers on sustainability. To arrive this, Eco Edit, which launched on womenswear in 2010, is a section of ASOS that selling sustainable fashion and beauty products. They not only developed a platform called Marketplace to bring vintage and secondhand items to customers, but also recycle unwanted clothings and materials and make use of them in Reclaimed Vintage men’s and women’s collections. (Hamer, 2016) Fig 50. PESTLE analysis (2016) Fig 51. ASOS’s UAL presentation (2016) P 27
  • 28.
    The strengths ofASOS are, customers can shop at anytime and anywhere, even by using the ASOS mobile app. It saves time by travelling to store. ASOS sells over 850 brands, more than what you can find in actual stores. ASOS will send email to customers when they are offering discounts, and they update new items every 2-3 days, which satisfy customer’s ever changing trends. ASOS provide free shipping & return service, which is helps customer to save the transport money, and customer don’t need to be concerned if the item doesn’t fit them. Innovative ways to display merchandise to customers and interactive ways to shop, including customer created looks, company edited fashion trends, and the ASOS marketplace. The weaknesses of ASOS is that the quality of the clothing may not be as what the customer expects because they do not see it physically. It goes to the same as color and sizes. There may also be technological problems where there might be loss of sales because customers cannot get online or cannot view the products. Others may find online payment unsafe or find that paying online is inconvenient. Since more and more millennials are willing to pay more for unique products, ASOS might find more brand collaborations as an opportunity to increase sales. As for threats, there are many more affordable clothing offered online such as Zara, Topshop, and h&m. They have more advantage since they have an online store and physical store where people can go. • Open 24/7 • Reasonable prices and wide range of products • Always offer discount • Free shipping Worldwide • Reasonable prices, acceptable for most groups. • ASOS has a blog on their website that has content on many popular things such as music, celebrity styles, and latest fashion trends • They have a monthly magazine showing customers an editorial view of ASOS merchandise and brand • Experiencing international growth and expansion • Free-ride on brand awarenesses • The product quality might be not as good as customer expected • Can’t be visually seen before purchase • Colour & size differences • Technical problems • Online payment may be insecure • Shipping time can be very long • Lack of availability of other brands • Lack of physical feeling of the products • Too much styles • ASOS doesn’t has an image of the brand • Ever changing fashion trends • Increasing number of online shoppers • Brands collaboration • Competitors: There are many other online stores that features cheap and affordable clothing • Larger retailers existing in both digital and in stores may have more brand recognition than ASOS Strengths Weakness Opportunities Threats Fig 52. SWOT analysis (2016) SWOT 28
  • 29.
    According to theMintel report on ASOS, it’s strategy is to provide the largest as well as the most suitable fashion range for the ‘twenty-something’ customers at a reasonable and affordable price point. They have consolidated its own ASOS brand as well as other high street brand across womenswear and menswear. (Academic.mintel.com, 2016) ASOS is the leading online fashion store in the UK but not in China. It has exited from the Chinese online store market which cost ASOS more than it had predicted. There were several difficulties that ASOS has faced in the Chinese market such as the postal services, prices and most importantly ASOS got a rival Chinese company Alibaba. It only lasted less than three years after it launched but had made a loss of £10million. (Butler, 2016) However, ASOS is going to focus itself into the UK, US and Europe after closing the Chinese business. It is also stated that in order to improve their service as well as pricing they have combined technical innovation. For instance, using Snapchat and Instagram to engage the relationships with the customers. It is also stated that the fastest growing sales channel for ASOS is through its own iPhone app and ASOS is making improvement for their own company everyday such as the next development they are going to take will be to offer every of the European customers a free returns service. However, currently the shares of ASOS has been tumbled due to the fact the co-founder Nick Robertson quits which has led to 5% fall in ASOS’s shares. (Butler, 2016) Fig 53. Research trend (2016) Fig 54. Research Trend (2016) Research 29
  • 30.
    From the survey,we have figured out ASOS’s customer’s age is around 20-23, and most of them are looking for t-shirt and hoodies in ASOS, the average spend is between £30-90 on clothing. They are excited to see their favourite Artist’s works on ASOS’s products. Moreover, they also stated that they like photography and painting the most among all the artworks. Apart from that, 90% of customer thinks ASOS is too simple therefore they are hoping to see more creative and interesting design on the brand. Fig 55. Primary Research, Survey (2016). Primary Research 30
  • 31.
    Brand Extension of Fig 56.Artists at ASOS’s Photo shoot (2016) Proposal
  • 32.
    In order tomake ASOS more unique, a whole new collection is going to be launched in ASOS online fashion store and it is named as ‘Artists at ASOS’. The reason we are going to launch this collection is because ASOS has done collaboration with designers before but never with artists. Therefore, in the new collection, we are going to collaborate ASOS’s products with the chosen artists ‘work. As ASOS’s target customers is ‘20 somethings’ therefore the collection is going to bring a fresh and creative vision for the consumers that they have never got it before but at the same time able to put the brand at a competitive advantage as it helps to pave the way of design and innovation for ASOS. Furthermore, as one of ASOS’s aim is ‘Our customer are the heart of everything we do’ therefore in order to keep ASOS’s customers more engaged with the brand, we would like them to take part in it by having the chance to select the artists that they would like ASOS collaborates with. Moreover, this can also provide an opportunity for the young artists out in the market a chance to show off their talents though this ASOS platform so more people will get to see their works as along with bringing a new impression for the consumers to ASOS. Fig 57. Artists at ASOS (2016) Artists at ASOS 32
  • 33.
    The colour yellowis being used in the Artists at ASOS’s logo because this collection represents youth, innovative, active and creative hence we have chosen an ombre colour in our logo. As we believe yellow is the ‘mood-enhancing colour speaks confidence and boosts clarity of thought’ and that is what we want to the impression of Artists at ASOS to everyone. (Bailey and Baker, n.d.) YouthActive Art Creative InnovativeASOS Fig 58. Artists at ASOS's logo (2016) Artists at ASOS - Logo 33
  • 34.
    PRODUCT PLACE PRICEPROMOTION H&M X BALMAIN Women&Men’s clothing Sequin Dresses Embellished Pearl Jackets Logo Tops Accessories Shoes H&M Stores
 H&M Online
 UK stores: 264 International stores: more than 4000 £30-£399.99 Use of social media: Hashtag# on Instagram on official accounts
 Celebrities wearing collections at the launch event, E.G. Kendall Jenner, Gigi Hadid, Kim Kardashian, Kanye West Release of dozens of product images on a consumer’s Instagram account
 Products rely on influencers to help build excitement before an official release A crossover with a reputable luxury brand- Balmain. TOPSHOP X IVY PARK Active - wear brand Bra tops
 Jackets
 Leggings Shorts Tops Accessories Topshop actual stores & Online Department store such as Selfridges, Harrods, Sports Direct UK stores: over 300 International stores: over 140 £4-£160 The brand is co-founded by celebrity Beyoncé, which gained lots of attention from the social media and her fans, she has 66.5 million followers on Instagram. Beyoncé’s posters being projected over the length of Topshop stores, Oxford Circus (Very high exposure) Beyoncé released a video in promotion of Ivy Park clothing line. GUCCI FOR NET-A- PORTER Woman’s clothing Silk blouse Jackets
 Skirts Sweaters Jeans Scarfs Handbags Online Net-A- Porter Mobile App £120-£1470 A collaboration with the most popular brand this year A reputable luxury brand
 Exclusive only to Net-A-Porter
 Famous bloggers wearing them and Hashtag# on Instagram E-mail send to member database
 The Web site is promoting the partnership through a number of channels such as digital light processing, which is projecting images or a slideshow onto another social media and a press release sent to members of the media. Fig 59. Balmain x H&M (2016) Fig 60. Ivy Park (2016) Fig 61. Gucci (2016) Fig 62. New Competitors Table (2016) Competitors 34
  • 35.
    The positioning mapshown above is for ARTISTS AT ASOS collection. More towards mass market scale in this figure presents the positioning of the brand is more towards to provide products which appeal to the whole market and ignoring market segment differences. ARTISTS AT ASOS is positioned as a collection that offering affordable price and exclusively items to customers. The figure shows the changes on ASOS’s position after this brand extension plan. From the map we can see that ASOS’s current position is slightly towards youthful but neither too trendy nor classy. However after launching Artists at ASOS we expect that the brand impression and identity to consumers will be more towards trendy, youthful and creative, also by building a platform for bringing more opportunity to young artists could also show ASOS’s support and attention on arts and individuality then to give a new impression. Fig 63. New Brand Positioning Map (2016) Brand Positioning 35
  • 36.
    In order tobe the World’s number-one destination, we are going to increase the interaction between the company and the consumers where they could take part in the process of voting for the artists they want. Bringing a creative and fresh vision as well as to pave the way of design and innovation path for ASOS. Also, to provide an opportunity for the young artists a platform to show off their talents. Aim Purpose Asos has built character with the new idea, crossing over with artists. It is new and unique which no other brand has done before which is why it is one of the strengths of the new product. The new product can also attract new customers that are interested in art. The weaknesses are similar to the old Asos market. It is only available online so some people might find it inconvenient to purchase. The customers are only towards people who understands the Internet well. There are still many affordable online and physical stores that are asos’s competitors. • Builds character to ASOS • Attracts new customers (especially those that are interested in art) • Unique designs • Affordable price • Trendy & Creative • Creating new trend • Some customers might not like the designs • Different opinions • Some pieces of the garments are limited • Lack of availability • Ever changing fashion trends • Give a new impression of the company to the consumers. • Others might copy the idea • Not everyone will willing to try on new styles. Strengths Weakness Opportunities Threats SWOT Fig 64. Artists at ASOS’s Photo Shoot (2016) Fig 65. New SWOT analysis (2016) Core Values 36
  • 37.
    1# Our objectiveis to engage the connection between the brand and customer. We aim to increase website visits by 5% monthly for our collaborative collection within 6 months. In order to get more potential customers, we would offer 5% off in the next purchase, to customers who share our collaborative products to their friends, whether through Facebook, snapchat, Twitter or Instagram hashtag. 2# Our objective is to increase sales revenue by 5% monthly in 6 months. Our plan is to let them vote for their favourite artists, to show that ASOS really care about what customers think. Then ASOS will collaborate with the chosen artists. In this way we can increase customer awareness and customer loyalty. Engage the Connection 3# Our objective is to increase customer loyalty and make existing customers to buy more than before. To reach the target, we will focus on using more social medias. Customers can nominate by posting photos on social media such as Facebook, Instagram or snapchat. We will then select the top 10 outfit/monthly, with customers who wears our collaborative products. Their photos will be posted on ASOS official accounts and get free gifts. In this way, ASOS can interrupt more with customers. 1# Change the brand positioning by creating brand awareness of the new position by 3% in the first three months of the product launch. The awareness will be of the new brand position through social media marketing. For example, Instagram challenge by using hashtag #artistsatasoscomp for the competition for ASOS to select the artist the artist is going to use the hashtags so ASOS could pick 5 artists and let the customers vote for 3 among 5 in the website. This is one way of a social media marketing. 2# Increase sales revenue of art collaboration by 5% monthly for 6 month period through use of promotion through promotional tactics. 3# Increase social network followers such as Instagram by 10k within 6 months after launch the event 4# Increase followers on social media such as Instagram after launch the collection by 5000 followers in a month. Changing the Brand Positioning SMART Objectives 37
  • 38.
    We are engagingthe connection with our existing customers by letting them to get involved. At the same time we are bringing a new range of customers who are interested in art and love to share their lifestyles on social media to ASOS family. We believe with their influences on social media can bring ASOS towards to a more stylish and creative path in this competitive market. Followers 12,6 K Name Charlotte age 23 live Canada Water - London [shared with sisters] / Gangnam - Korea acorn (Social Grade) D - unskilled manual workers work Buying assistant at John Lewis ambition/Goal Head of buying department personality Enthusiastic, Talkative and Hard-working avg. disposable income P/M £1750 avg. spend Clothing P/ M £40 - £200 place to Shop ASOS, Topshop, River Island and Nike online / In Store Mostly online but do enjoy shopping in-store with friends lifestyle enjoyments Concerts, Clubbing and Exhibitions must have items Denim Jacket, T-Shirt and Sneakers favorite Artists Laura Callaghan and Yayoi Kusama importance of being on trend Fashion Leader, Wants to wear the newest fashion favourite colours Neon Colour social media 1) Snapchat 2) Instagram 3) Facebook describe style Sporty and street Style with eye-catching accessories Fig 66. Customer Pen Portrait Image Artists at ASOS woman (2016) Fig 67. Customer Pen Portrait Image Artists at ASOS woman (2016) Customer Pen Portrait 38
  • 39.
    Kevin is atwenty-three year old , based in London. Kevin has recently graduated from his bachelors degree in Film and Photography studies. Kevin now lives in Roehampton and working as a photographer assistant and a freelance photographer. He likes to spend his time on taking a photo of beautiful views, street and people. He likes to explore the city during his leisure time. Kevin also interested in drawing and painting. He is considering to study a master degree in arts because he is interested in oil and acrylic painting. Kevin’s income is around 1900 a month. His style is very trendy, he likes to wear street -style clothes and like to mix and match his clothing. Kevin enjoy cycling as he thinks it helps him to relax himself. Followers 38,3 K Name Keith age 26 live King’s Cross, London Shared [with two friends] acorn (Social Grade) D - unskilled manual workers work Photographer assistant and a freelance photographer ambition/Goal His own gallery personality Lay-Back, Friendly and wants to be succeeded avg. disposable income P/M £2500 avg. spend Clothing P/ M £80 - £250 place to Shop Topman, Office, ASOS and Dr. Martens online / In Store Perfered Online because of long working hours lifestyle enjoyments Photography, Art, Music and Painting must have items Bomber Jacket, Hoodie and Scarf favorite Artists Claire Barrow and Diane Arbus importance of being on trend Fashion Leader, Wants to look cool and stylish favourite colours Drak with colourful highlines social media 1) instagram 2) Snapchat 3) Youtube describe style High Street, likes painted detail on clothing as a high-line Fig 68. Customer Pen Portrait Image Artists at ASOS Man (2016) Fig 69. Customer Pen Portrait Image Artists at ASOS Man Table (2016) Customer Pen Portrait 39
  • 40.
    The latest fashiontrends has included oversized luxe sport. Combination of leisure and sporty elements and oversized jackets has been very popular. Pre-internet generations has also inspired street culture and electro rock music scenes to designs. The looks contain bright colours that supports a young edge. The colours for the season are bright and vibrant which is more attractive for the summer. Art is also very influential to society nowadays. Art is a way for people to communicate. Art has so much story to tell which comes from different cultures, time, and people. Therefore, we have created artists at ASOS. Customers and ASOS will vote for which artists to design for ASOS. Then the artists will design their work and put it on t shirts, bomber jackets, denim jackets, and many more. Fig 70. Trend Research (2016) Fig 71. Trend Forecast (2016) Trend Research 40
  • 41.
    Mix Fig 72. MarketingMix background(2016) Marketing
  • 42.
    Colour and fabricboard and product board Fig 73. Product Concept Board Created by Buying and Merchandising team (2016) Product Concept Board 42
  • 43.
    For our newcollection, we mostly focused on using fabrics such as cotton, leather,viscose and polyester and most of the dark colours for our products such as blue jean for denim, black and grey but we also combined the use of colourful colours such as pink, beige and white in order to make our womenswear clothes more feminine and trendy. Colour and fabric board and product board Fig 74. Product Range Pyramid (2016) Fig 75. Colour and fabric board (2016) Product 43
  • 44.
    the figure shoesthe range pyramid of “ARTIST AT ASOS” collection. All of ASOS products are affordable for everyone. Moreover, In this collection the price range is going to be around 25-70 pounds and there will be a limited products which the price is going to be around 150-250 pounds. People The artists must have good reputation as ASOS has or else it might lead to decrease of sales. ASOS should also allow a way of interaction between the artist and the customers. That way a relationship between brand and customers can be built. There is also a good customer service on ASOS and that should be continued. Fig 76. Price Pyramid (2016) Fig 77. Artists at ASOS’s Artwork (2016) Fig 78. Artists at ASOS’s Artwork (2016) Fig 79. Artists at ASOS’s Artwork (2016) Price 44
  • 45.
    All of theseproducts are going to be available online at ASOS.COM & ASOS Application through mobile phone and also available to purchase when the collection launch at the event under the collection name as “ ARTIST AT ASOS ”. Concept Landing Page ASOS Main Page Fig 80. Artists at ASOS’s Concept Landing Page (2016) Fig 81. Artists at ASOS’s Main Page (2016) Place 45
  • 46.
    These figures showhow the product is going to be presented on the website when Artists at ASOS is launched. The use of colours are going to be bold and bright colours which give an impression of creative and young. Product Page Product Range Page Fig 82. Artists at ASOS’s Product Range Page (2016) Fig 83. Artists at ASOS’s Product Page (2016) Place 46
  • 47.
    The packaging willbe designed by each artist that designed the T-shirts of purchased. Every time the artist changes, the packaging will change to the new artist’s new packaging design. Promotion Our key magazine will be targeted on i-D magazine (Above the line) and ASOS magazine. Press release and relevant contents e.g. photo shoot and poster will be published on the i-D magazine after press day and also the winner of the competition will be interviewed by i-D magazine. The products of Artists at ASOS will be worn on cover girls of ASOS magazine and the story of the winner artist will be published on the ASOS magazine at the same time. On the other hand, some selected artworks of the participated artists and the results will be published on the ASOS magazine and official website. Magazine Fig 84. Artists at ASOS’s Packaging of the shipping bag (2016) Fig 85. Shoe box (2016) Fig 86. Price tag (2016) Fig 87. Magazines cover (2016) Packaging 47
  • 48.
    We will invitea few bloggers that have a style that fits our collection image and large number of followers on Instagram to wear the some of the products and post it on their accounts, as well as the images of them attending the launch event. Press release and news of the competition will be updated on ASOS likes. Asos Likes Blogger Emails and direct mails will be sent to the subscribers to inform them of the launch event and the competition, what’s more, every time the results of the competition come out an email will be sent out. Direct Marketing Fig 88. Bloggers (2016) Fig 89. ASOS Likes (2016) Fig 90. Direct Marketing (2016) Promotion 48
  • 49.
    Complimentary goody bag willbe sent out during the launch event. A goody bag includes a tote bag, a notebook, a lookbook and stickers. The pictures below show the design of goody bag. Goody Bag Tote Bag Notebook Sticker Lookbook Lookbook Lookbook Fig 91. Artists at ASOS’s Tote Bag (2016) Fig 92. Artists at ASOS’s Notebook (2016) Fig 93. Artists at ASOS’s sticker (2016) Promotion 49
  • 50.
    These are thesocial media platform that we are going to use mainly. Social Media Who’s Next? YOU DECIDE !!! PEEKABOO !!! - photoshoot - artists’ work - the products Hang Out with Me Go VOTE !!! - an advertisement to create excitement - the process of artists making their work Get Involved Fig 94. Behind the scene (2016) Fig 95. Snapchat's logo (2016) Fig 96. YouTube's logo (2016) Fig 97. Artists at ASOS's video (2016) Promotion 50
  • 51.
    These are thesocial media platform that we are going to use mainly. Social Media Channels Platform USP Contents Snapchat Hang out with me The process of how the products created, launch event live and preparation, and behind the scene videos will be post on ASOS official account and an exclusive access to insiders and celebrities. Motivate the followers to take part in the competition and keep the competition updated. Instagram You need this in your life/ Get yourself one Showcase the visual products and hashtags for competition #Artistsatasoswin, the products will be wore and post on ASOS -As Seen On Me official account and ASOS insider’s accounts. Additionally, we are going to use Instagram sponsored advertisement to promote. YouTube Get involved We are going to upload videos to YouTube as a platform to show our customers the process of the artists producing their works. Moreover, a video advert with different artists using different way to draw ASOS’s logo will be published on YouTube to let the public know and get involved. Furthermore, advertising on YouTube will be carried out. Facebook This is so you Contextualize product story with release everyday situations, update news about the competition and launching, engage with customers. Sponsored advertisement on Facebook will be carried out. Twitter, Pinterest, Tumblr etc., / Keep updating the competition or products details on official accounts to inform the next purchase. Who’s Next? YOU DECIDE !!! Fig 98. Artists at ASOS's social media table (2016) Promotion 51
  • 52.
    Kit Fig 99. Artistsat ASOS's Photo Shoot for Press Kit Background (2016) Press
  • 53.
    The competition willbe opened to public for voting which will be displayed on the homepage of ASOS. And a video will be released and advertised after the launch day. At the beginning of the video, there will be four to five snippets of four to five different artists drawing or painting the ASOS current logo, and then the ASOS current logo will be showed on the white background in the video, then the next scene will be the logo and a “Who’s next” shown, the last scene as well as the following scene will be the logo of ARTISTS AT ASOS and a “You decide”shown underneath the logo. Who’s Next? YOU DECIDE !!! 1Artists upload their work with #artistsatasoswin 2ASOS announces 5 selected artists for the public to vote 3The 3 most popular artists will collaborate with ASOS 2ASOS announces 5 selected artists for the public to vote 3The 3 most popular artists will collaborate with ASOS Fig 100. Artists at ASOS’s artistasoswin (2016) Fig 101. Artists at ASOS’s voting page (2016) Fig 102. Artists at ASOS’s voting page (2016) Voting 53
  • 54.
    ‘Artists at ASOS’will be launched on the 7th and 8th of July, aiming to bring a fresh and creative vision to ASOS shoppers while bringing more opportunity to young artists at the same time. It’s simple to join the competition! If you are an artist and interested about Artists at ASOS win, just simply upload your work on Instagram and hashtag #artistsatasoswin. What happens next will be ASOS announce 5 selected artists for the public to vote, and the 3 most popular artists will be invited to collaborate with ASOS to design a new range of items. (For the 20 piece new range of the products, the bright and vibrant colours for the season will be highlighted and most of the dark colour items in the womenswear collection will be highlighted with a dash of pink, beige or white to give a feminine feeling while wearing a gender-neutral item. Artists at ASOS keeps an affordable price range £40 to £70 and still offers a unique design.) However, if you are not an artist, we need you to vote for and select the artist you fancy! Get influenced by arts and communicate with arts. ASOS hopes to provide an opportunity for the young artists out in the market a chance to show off their talents through building this platform, what’s more, ASOS hopes to bring out more exposure about street arts culture to the public and mix up the arts work and fashion to bring unique items to the young or stylish edge. ‘Artists at ASOS’ is not just a collection of womenswear and menswear, it is more like an interactive and fun way for everyone to approach arts and get involved with it. Fig 103. Artists at ASOS’s Photo shoot Press Release (2016) Press Release 54
  • 55.
    Fig 104. Artistsat ASOS’s launch event mood-board (2016) Launch Event Mood Board 55
  • 56.
    The event willbe held in the gallery space which provides a large area for events and exhibitions. Similar to the brand’s image, the event will be kept in a minimal style so the key elements will be the wooden flooring, white walls, neon signage, frames and hanging frames for a display paired with hanging garments of the collection. We will have a private viewing time for 9am to 12 am first which will be attended by bloggers, youtubers, the press, critics, the winning and runner up artists, loyal customers and some celebrities, then the rest of the day which is 1pm to 8pm will be invited and open to the public. The perspectives show how the launch event will be looked like. Entrance Bar Exhibition Fig 105. Artists at ASOS’s launch event entrance (2016) Fig 106. Artists at ASOS’s exhibition (2016) Fig 107. Artists at ASOS’s bar (2016) Launch Event 56
  • 57.
    • The press: Magazines: Elle Vogue Dazed ID LOVE FASHION MarieClaire Glamour Cosmopolitan Bazaar Hello magazine OK magazine InStyle L’Officiel Vanity Guest list • Celebrities: Jessica Woodley Gigi Hadid Cara Devevingne Kate Bosworth Amber Le Bon Ella Eyre Taylor Swift Pamola Faith Kardashians?? Sarah Hyland Zayn • Bloggers: Chiara Ferragni Alexa Chung Zoe Suen Bryant Lee Shannon Alexandra • Youtubers: ImJennim Fleur DeForce Zoella • Loyal customers (asos insiders- choose from the a-lister): Shannon Alexandra Atosa Nikkhah Eunearvarian Barry • Winning/runner up artists: Flo Wright Stella Pappa Ellie Reeves Yiukie Gan Edward Jobs • Critics: Fashion Police E! News chanel: Fig 108. Artists at ASOS’s invitation card (2016) Launch Event (Invitation Card) 57
  • 58.
    Fig 109. Timescaleof marketing activities (2016) Fig 110. Artists at ASOS’s photo shoot (2016) Timescale of Marketing Activities 58
  • 59.
    Fig 110. Costingtable (2016) Total £75,000 7th and 8th july Launch Event Costing Equipment £6,100 Place £8,600 Models £840 Staffs £1,200 Print Station £1,200 Bar £2,200 Security and Cleaning £1,080 Goody Bag £2,400 Total £23,620 Online Communication Mix Costing Facebook (Press Release & Post Release) £6,500 Youtube (Press Release & Post Release) £6,500 Instagram (Press Release & Post Release) £10,000 Magazine ((Press Release & Post Release)) £5,800 Google Advertising £5,000 Total £37,800 Offline Communication Mix Costing Underground Advertising - Shoreditch £8,580 Magazines £4,000 Posters £1,000 Total £13,580 Costing 59
  • 60.
    In conclusion, ASOSis a successful online fashion store as the website is very user friendly therefore it is accessible to everyone. In order to gain an integrated marketing research, website analysis, social media analysis, Burnett model, demographic, geographic analysis, PESTLE and SWOT analysis were used to analyse current ASOS’s situation as well as the new brand extension – Artists at ASOS. By looking at the primary research, a survey is carried out and most of the public stated that ASOS’s product is simple but yet boring therefore in order to pave a creative and innovation path for ASOS, a brand extension- Artists at ASOS is launched. Moreover, according to WGSN, art is influential to the society as it is another way for people to communicate to each other and the colours for the season are bright and vibrant colours therefore it gives an advantages for the new brand extension in this competitive market. The goal of this project is to contribute an innovative and unique style to the brand and to the fashion world. Fig 111. Artists at ASOS’s photo shoot (2016) Conclusion
  • 61.
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    Figure 1. Author(2016) Artists at ASOS’s Front page [Image]. Figure 2. (2016) ASOS Magazine covers [Image]. Available at: http://www.styleme.gr/2013/07/asos-com/ [Accessed 5 Jun. 2016]. Figure 3. (2016) ASOS Homepage [Image]. Available at: http://www.asos.com/?hrd=1 [Accessed 5 Jun. 2016]. Figure 4. (2016) ASOS Logo [Image]. Available at: https://s-media-cache-ak0.pinimg.com/736x/84/fc/7e/ 84fc7e826d123df5aff87313a8fe45b7.jpg [Accessed 5 Jun. 2016]. Figure 5. (2016) ASOS website image [Image]. Available at: http://mychicpicks.com/wp-content/uploads/ 2015/08/784x350xasos.it_784x01.jpg.pagespeed.ic.FRGPjzML9W.jpg [Accessed 2 May 2016]. Figure 6. (2016) ASOS’s team [Image]. Available at: http://static.standard.co.uk/s3fs-public/thumbnails/ image/2013/07/08/11/22asos0807.jpg [Accessed 5 Jun. 2016]. Figure 7. Author (2016) Brand Identity Mood-board [Image] (See Brand Identity Mood-board Image Bibliography). Figure 8. Author (2016) Burnett Model of Brand Dimensions [Table]. Figure 9. (2016) Brand Aduit ASOS’s stair [Image]. Available at: http://www.asosplc.com/media/image- gallery/corporate.aspx [Accessed 5 Jun. 2016]. Figure 10. Author (2016) Visual Timeline 1 [Image] (See Visual Timeline 1 Image Bibliography). Figure 11. Author (2016) Timeline of ASOS [Table] Figure 12. (2016) High street shopping [Image]. Available at: http://www.ecouterre.com/how-ethical-are- your-favorite-fast-fashion-brands/high-street-shopping-1/ [Accessed 5 Jun. 2016]. Figure 13. Author (2016) Competitors Table [Table]. Figure 14. (2013) High street shopping 2 [Image]. Available at: http://www.myretailmedia.com/blog/9440/ oxford_street_launches_039_i_ny-style_039_branding_to_lure_shoppers.php [Accessed 5 Jun. 2016]. Figure 15. Author (2016) Brand Positioning Map [Image]. Figure 16. (2016) Display [Image]. Available at: https://lh3.googleusercontent.com/ J2T3AxF5hBT1wNY6_eU2404Rs0oUlWFtYMwvpeNhAzou6MPL3MN1eeslQCysPSYe9oMMPLQ=s128 [Accessed 5 Jun. 2016]. Figure 17. Author (2016) Customer Mood-Board [Image] (See Customer Mood-Board Image Bibliography). Figure 18. Author (2016) Pen Portrait table [Table]. Figure 19. Author (2016) Customer Pen Portrait Woman [Image] (See Customer Pen Portrait Woman Image Bibliography). Figure 20. Author (2016) Pen Portrait table [Table]. Figure 21. Author (2016) Customer Pen Portrait Man [Image] (See Customer Pen Portrait Man Image Bibliography). Figure Bibliography 65
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    Figure 22. (2016)Marketing mix background [Image]. Available at: http://www.retail-week.com/pictures/ 2000x2000fit/6/0/9/1296609_asos.jpg [Accessed 5 Jun. 2016]. Figure 23. (2016) Product range [Image]. Available at: http://www.asos.com/?ic=1 [Accessed 5 Jun. 2016]. Figure 24. (2016) Product range [Image]. Available at: http://www.asos.com/?ic=1 [Accessed 5 Jun. 2016]. Figure 25. Author (2016) Product Range Table [Table]. Figure 26. Author (2016) Product Quality [Table]. Figure 27. Author (2016) Product Size [Table]. Figure 28. Author (2016) The Product Lifecycle Cycle [Image]. Figure 29. Author (2016) The Product Lifecycle Cycle Table [Table]. Figure 30. (2016) ASOS Homepage [Image]. Available at: http://www.asos.com/men/?via=top [Accessed 5 Jun. 2016]. Figure 31. Author (2016) Shopping Process [Table]. Figure 32. (2016) ASOS Refund [Image]. Available at: http://www.asos.com/customer-service/customer- care/help?help=/app/answers/detail/a_id/69 [Accessed 5 Jun. 2016]. Figure 33. Author (2016) Refund policy [Table]. Figure 34. (2016) ASOS Price [Image]. Available at: http://www.asos.com/women/?via=top [Accessed 5 Jun. 2016]. Figure 35. Author (2016) Price [Table]. Figure 36. (2016) ASOS Building [Image]. Available at: http://images.adsttc.com/media/images/ 5202/8e36/e8e4/4e94/9b00/00e8/large_jpg/HR_JamieSmith_CaroCom_AsosHQ-004.jpg?1375899182 [Accessed 5 Jun. 2016]. Figure 37. (2016) ASOS Building 2 [Image]. Available at: http://www.designerhk.com/sites/ designerhk.com/files/field_image/2013/ASOS-07.jpg [Accessed 5 Jun. 2016]. Figure 38. Author (2016) Place [Table]. Figure 39. (2016) ASOS homepage [Image]. Available at: http://beautifulepiphany.com/wp-content/ uploads/2014/08/asos.png [Accessed 5 Jun. 2016]. Figure 40. (2016) ASOS win [Image]. Available at: https://lh3.googleusercontent.com/SMeISuVnQ22J- lOeUmqG9SeJmiq0IUUzV-lk4kJqlwx_zgVgdZNNa456DzO1kCJuf3RYXXo=s115 [Accessed 5 Jun. 2016]. Figure 41. Author (2016) Promotion [Table]. Figure 42. (2016) ASOS magazine covers [Image]. Available at: https://contently.com/wp-content/uploads/ 2015/04/asos-covers.jpg [Accessed 5 Jun. 2016]. Figure Bibliography 66
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    Figure 43. (2016)Shop on the go [Image]. Available at: http://www.gutscheinblog.de/wp-content/ uploads/2013/09/Asos-App-Small.jpg [Accessed 5 Jun. 2016]. Figure 44. Author (2016) End to end supply chain [Table]. Figure 45. (2016) ASOS website [Image]. Available at: http://www.asos.com/?hrd=1&channelref=paid +search&affid=12493&ppcadref=159902472%7C9937251192%7Caud-75730299879:kwd-120116900&gcl id=CjwKEAjwm8-6BRDgnb- Dk96UmRASJADbMycY3xT9dBklRPoCgSATmL8khVXKlDJLOH6BGpG9plaLihoCL9Hw_wcB [Accessed 5 Jun. 2016]. Figure 46. (2016) Direct mail [Image]. Available at: https://lh3.googleusercontent.com/ SEaOXpyRjXAWXUzyS_cvzIb2NScVDnsz3rOteFDmsSYgc7l71LKU31Hzsyvhz6EsG8mP-g=s115 [Accessed 5 Jun. 2016]. Figure 47. (2016) A-List [Image]. Available at: https://pbs.twimg.com/media/Cb-7dMHWAAEH3H0.png [Accessed 6 Jun. 2016]. Figure 48. (2016) ASOS Insider [Image]. Available at: https://www.toovia.com/posts/2014/jun/ 11/0.13503.390650340378214410 [Accessed 6 Jun. 2016]. Figure 49. (2016) Market research background [Image]. Available at: http://www.retail-week.com/pictures/ 2000x2000fit/6/0/0/1309600_ASOS_plc___Q2_results_2013___3.jpg [Accessed 6 Jun. 2016]. Figure 50. Author (2016) PESTLE analysis [Table]. Figure 51. (2016) ASOS’s UAL presentation [Image]. Figure 52. Author (2016) SWOT analysis [Table]. Figure 53. (2016) Research trend [Image]. Available at: http://telavendo.co/index.php? fc=module&module=smartblog&id_post=7&controller=details&id_lang=4 [Accessed 6 Jun. 2016]. Figure 54. (2016) Research Trend [Image]. Available at: https://uk.pinterest.com/studioscandola/trend- ss-17-encounter-culture/ [Accessed 6 Jun. 2016]. Figure 55. Author (2016) Primary Research, Survey [Image]. Figure 56. Author (2016) Artists at ASOS’s Photo shoot [Image]. Figure 57. Author (2016) Artists at ASOS [Image]. (See Artists at ASOS Image Bibliography) Figure 58. Author (2016) Artists at ASOS's logo [Image]. Figure 59. (2016) Balmain x H&M [Image]. Available at: http://www.trendsetterkowa.pl/2015/10/balmain- x-h.html [Accessed 6 Jun. 2016]. Figure 60. (2016) Ivy Park [Image]. Available at: http://therockbury.com/wp-content/uploads/2016/04/ Ivy-Park.jpg [Accessed 6 Jun. 2016]. Figure 61. (2016) Gucci [Image]. Available at: http://www.anacristinamarquito.com.br/wp-content/ uploads/2016/05/gucci.jpg [Accessed 6 Jun. 2016]. Figure 62. Author (2016) New Competitors Table [Table]. Figure Bibliography 67
  • 68.
    Figure 63. Author(2016) New Brand Positioning Map [Image]. Figure 64. Author (2016) Artists at ASOS’s Photo Shoot [Image]. Figure 65. Author (2016) New SWOT analysis [Table]. Figure 66. Author (2016) Customer Pen Portrait Image Artists at ASOS woman [Image] (See Customer Pen Portrait Image Artists at ASOS woman Bibliography) Figure 67. Author (2016) Customer Pen Portrait Image Artists at ASOS woman Table [Table]. Figure 68. Author (2016) Customer Pen Portrait Image Artists at ASOS Man [Image] (See Customer Pen Portrait Image Artists at ASOS Man Bibliography) Figure 69. Author (2016) Customer Pen Portrait Image Artists at ASOS Man Table [Table]. Figure 70. (2016) Trend Research [Image]. Available at: https://lh3.googleusercontent.com/ QI4OX4r70X_OVwu2EXT1hwIdfOiC1HbfaWTQB2XHTQqL-c_24YOdrDzF-EkqDasa2XBg1Yw=s85 [Accessed 6 Jun. 2016]. Figure 71. (2016) Trend Forecast [Image]. Available at: http://m.c.lnkd.licdn.com/mpr/mpr/ AAEAAQAAAAAAAAZ5AAAAJDk0ZGRlODkwLTQ3MzUtNDI1NS05NmRkLTVmODk0MTRhNWExMg.jpg [Accessed 6 Jun. 2016]. Figure 72. (2016) Marketing Mix background [Image]. Available at: http://celebmix.com/wp-content/ uploads/2015/09/fanart-and-celebrities-01.jpg [Accessed 6 Jun. 2016]. Figure 73. Author (2016) Product Concept Board Created by Buying and Merchandising team [Image]. Figure 74. Author (2016) Product Range Pyramid created by Buying and Merchandising team [Image]. Figure 75. Author (2016) Colour and fabric board created by Buying and Merchandising team [Image]. Figure 76. Author (2016) Price Pyramid created by Buying and Merchandising team [Image]. Figure 77. Author (2016) Artists at ASOS’s Artwork [Image]. Figure 78. Author (2016) Artists at ASOS’s Artwork [Image]. Figure 79. Author (2016) Artists at ASOS’s Artwork [Image]. Figure 80. Author (2016) Artists at ASOS’s Concept Landing Page created by Visual Merchandising team [Image]. Figure 81. Author (2016) Artists at ASOS’s Main Page created by Visual Merchandising team [Image]. Figure 82. Author (2016) Artists at ASOS’s Product Range Page created by Visual Merchandising team [Image]. Figure 83. Author (2016) Artists at ASOS’s Product Page created by Visual Merchandising team [Image]. Figure 84. Author (2016) Artists at ASOS’s Packaging of the shipping bag created by Marketing team [Image]. Figure 85. Author (2016) Artists at ASOS’s shoe box created by Marketing team [Image]. Figure Bibliography 68
  • 69.
    Figure 86. Author(2016) Artists at ASOS’s Price tag created by Marketing team [Image]. Figure 87. (2016) Magazines cover [Image]. Available at: https://format-com-cld-res.cloudinary.com/ image/private/s--n7VUtmrx--/c_limit,g_center,h_65535,w_2500/ a_auto,fl_keep_iptc.progressive,q_95/125779-10444585-ID_layout_Page_5_jpg.jpg [Accessed 6 Jun. 2016]. Figure 88. (2016) Bloggers [Image]. Available at: https://iamsarahjacob.files.wordpress.com/2015/09/ instafashion3.jpg?w=600&h=600&crop=1 [Accessed 6 Jun. 2016]. Figure 89. (2016) ASOS Likes [Image]. Available at: http://static1.squarespace.com/static/ 52fd0ddae4b003139ba87379/t/56caf1381d07c0b5ce45b985/1456140607611/Couples-holiday.png [Accessed 6 Jun. 2016]. Figure 90. 2016) Direct Marketing [Image]. Available at: https://lh3.googleusercontent.com/ s6c9Q9SxJwPu--G9nGnQgfrbQZnH3JMEJUPY600C0ZcJlLPP-BrBVw7MpvMosPwMltCA5g=s85 [Accessed 6 Jun. 2016]. Figure 91. Author (2016) Artists at ASOS’s Tote Bag created by Marketing team [Image]. Figure 92. Author (2016) Artists at ASOS’s Notebook created by Marketing team [Image]. Figure 93. Author (2016) Artists at ASOS’s sticker created by Marketing team [Image]. Figure 94. Author (2016) Artists at ASOS’s behind the scene created by Marketing team [Image]. Figure 95. (2016) Snapchat’s logo [Image]. Available at: https://upload.wikimedia.org/wikipedia/ commons/thumb/2/2a/Snapchat_Logo.png/480px-Snapchat_Logo.png [Accessed 6 Jun. 2016]. Figure 96. (2016) YouTube’s logo [Image]. Available at: http://vignette3.wikia.nocookie.net/logopedia/ images/5/51/Youtube_2013_icon.png/revision/latest?cb=20131130214557 [Accessed 6 Jun. 2016]. Figure 97. Author (2016) Artists at ASOS’s video created by marketing team [Image]. Figure 98. Author (2016) Artists at ASOS’s Social media Table [Table]. Figure 99. Author (2016) Artists at ASOS’s Photo shoot for Press Kit background [Image]. Figure 100. Author (2016) Artists at ASOS’s artistasoswin [Image]. Figure 101. Author (2016) Artists at ASOS’s Voting page [Image]. Figure 102. Author (2016) Artists at ASOS’s Voting page [Image]. Figure 103. Author (2016) Artists at ASOS’s Photo shoot Press Release [Image]. Figure 104. Author (2016) Artists at ASOS’s launch event mood board [Image]. Figure 105. Author (2016) Artists at ASOS’s launch event entrance created by Visual Merchandising team [Image]. Figure 106. Author (2016) Artists at ASOS’s launch event exhibition created by Visual Merchandising team [Image]. Figure 107. Author (2016) Artists at ASOS’s launch event bar created by Visual Merchandising team [Image]. Figure Bibliography 69
  • 70.
    Figure 108. Author(2016) Artists at ASOS’s Invitation card [Image]. Figure 109. Author (2016) Timescale of Marketing Activities [Table] Figure 110. Author (2016) Artists at ASOS’s photo shoot [Image]. Figure 111. Author (2016) Artists at ASOS’s Photoshoot [Image]. Bibliography: Image Mood-board Visual Timeline 1 Image Bibliography Figure 1. (2000) Old version webpage of ASOS [Image]. Available at: https://lh3.googleusercontent.com/ ynXBkDKJwnhv6ECjPJ0ZQwqyzpCyKZXxOTH164VwpA6vZnao05pkiAD9x6iplBASa8C5sA=s151 [Accessed 5 Mar. 2014]. Figure 2. (2016) London Stock Exchange [Image]. Available at: http://www.spargonet.com/wp-content/ uploads/2015/06/london-stock-exchange_square.jpg [Accessed 5 Jun. 2016]. Figure 3. (2016) ASOS Tag [Image]. Available at: https://www.smcfashion.com/Upload/img/tiny-editor/ 5572254897_c68beff5e8_b.jpg?0701 [Accessed 5 Jun. 2016]. Figure 4. (2016) ASOS Menswear [Image]. Available at: http://images.asos.com/inv/P/16/102/318348/ Charcoal/image1xl.jpg [Accessed 5 Jun. 2016]. Figure 5. (2016) ASOS iphone [Image]. Available at: https://d27v8envyltg3v.cloudfront.net/mio/ 38235809/14313317308758/large.jpg [Accessed 5 Jun. 2016]. Figure 6. (No date) ASOS x CoppaFeel [Image]. Available at: https://coppafeel.org/wp-content/uploads/ 2015/07/brahijack_asos-webnews.png [Accessed 5 Jun. 2016]. Brand Identity Mood-board Image Bibliography Figure 1. (No date) Youth has no age [Image]. Available at: http://picture-cdn.wheretoget.it/4eva31-i.jpg [Accessed 5 Jun. 2016]. Figure 2. (No date) Musician [Image]. Available at: http://worldredeye.com/wp-content/uploads/ 2013/03/6-IMG_0772-San-Cisco.jpg [Accessed 5 Jun. 2016]. Figure 3. (No date) ASOS team [Image]. Available at: http://theamag.com/wp-content/uploads/2016/05/ Asos-models.jpg [Accessed 5 Jun. 2016]. Figure 4. (No date) ASOS package [Image]. Available at: http://findercdn.com.au.s3-ap- southeast-2.amazonaws.com/finder-au/wp-uploads/2013/05/ASOS.Delivery.jpg [Accessed 5 Jun. 2016]. Figure 5. (No date) Me+wifi [Image]. Available at: https://lh3.googleusercontent.com/ dRdx9Rq3hTna1jDnXPKI20IjpQSYP0rKeM1mXklARYoyHVjeUZ91ajyre1OGA-o-Tv_5dg=s85 [Accessed 5 Jun. 2016]. Figure 6. (No date) ASOS learn how to [Image]. Available at: https://i.ytimg.com/vi/d2wUNmBmBfE/ maxresdefault.jpg [Accessed 5 Jun. 2016]. Figure 7. (No date) My Big Idea [Image]. Available at: https://likes.asos.com/wp-content/uploads/ 2015/08/Podcast_Thumb_41.jpg [Accessed 5 Jun. 2016]. Figure Bibliography 70
  • 71.
    Figure 8. (Nodate) ASOS ELLE [Image]. Available at: https://41.media.tumblr.com/ 921f6537178ae6e77daf199b925b8cd6/tumblr_n68vgxbqfr1qdndm8o1_500.png [Accessed 5 Jun. 2016]. Figure 9. (No date) Social media logo [Image]. Available at: http://stefaanvanhecke.be/sites/ stefaanvanhecke.be/files/field/image/bigstock-social-media-signs-65494285.jpg [Accessed 5 Jun. 2016]. Figure 10. (No date) Internet logo [Image]. Available at: http://data.whicdn.com/images/129489887/ superthumb.gif [Accessed 5 Jun. 2016]. Customer Mood-Board Image Bibliography Figure 1. (2013) Essentials [Image]. Available at: http://party.pl/newsy/essentiale-reebok-classic-15413- r3/ [Accessed 5 Jun. 2016]. Figure 2. (2015) Donut float [Image]. Available at: https://www.theodysseyonline.com/christmas-july- year-august [Accessed 5 Jun. 2016]. Figure 3. (2015) Watermelon [Image]. Lollitabylolla.com.br. Available at: http://lollitabylolla.com.br/page/ 4/ [Accessed 5 Jun. 2016]. Figure 4. (2014) ASOS people [Image]. Bright. (2014). Available at: http://bright.stellaservice.com/ industry-news/how-asos-aims-to-deliver-vip-service-to-twenty-somethings-around-the-globe/ [Accessed 5 Jun. 2016]. Figure 5. (2016) ASOS Logo [Image]. Available at: http://myfonts-wtf.s3.amazonaws.com/f5/ f58109b80cd4c72dfb4c4ca133fbbef9.63878.png [Accessed 5 Jun. 2016]. Figure 6. (No date) Pineapple [Image]. Available at: https://lh3.googleusercontent.com/xZsV- xEG7FFnmCZPb6xH8RjVJuDR5nDCIHGdDv9gEZ5c3-kJflFtZ9E1ES3ETa4mXtHILQ=s85 [Accessed 5 Jun. 2016]. Figure 7. (No date) Books [Image]. Available at: http://65.media.tumblr.com/ a29c99eda06f5a43112b2856e676fe3a/tumblr_nq966lAlDb1ts6zgno1_1280.jpg [Accessed 5 Jun. 2016]. Artists at ASOS Image Bibliography Figure 1. Author (2016) Artists at ASOS Logo [Image]. Figure 2. (2016) Illustration [Image]. Available at: https://photographyandpainting.wordpress.com/tag/ illustrator/ [Accessed 6 Jun. 2016]. Figure 3. (2016) Illustration [Image]. Available at: https://uk.pinterest.com/pin/547468898426281996/ [Accessed 6 Jun. 2016]. Figure 4. (2016) Illustration [Image]. Available at: http://66.media.tumblr.com/ 33c87f775196e4af8842aa8e0ff5a306/tumblr_njp1l4FBMM1rxqzu7o1_500.jpg [Accessed 6 Jun. 2016]. Figure 5. (2016) Illustration [Image]. Available at: https://lh3.googleusercontent.com/ pIQShqdeiFX0PJKE6eTBo_jggrWZYrB4GZjQfXRSbbZbZXM9ERTgImx9ROOgnRAXfxmr=s85 [Accessed 6 Jun. 2016]. Figure 6. (2016) Illustration [Image]. Available at: http://images.huffingtonpost.com/ 2016-01-25-1453744716-218353-create-thumb.jpg [Accessed 6 Jun. 2016]. Figure Bibliography 71
  • 72.
    Figure 7. Author(2016) Artists at ASOS Logo [Image] Customer Pen Portrait Image Woman Bibliography Figure 1. (2016) Pen Portrait woman [Image]. Available at: http://www.akademiakrasy.sk/wp-content/ uploads/2016/03/c7382082a52d3348d2b292be040d0c53.jpg [Accessed 5 Jun. 2016]. Figure 2. (No date) While desk [Image]. Available at: https://inmybackstage.files.wordpress.com/2016/01/ foto-blog-2.jpg [Accessed 5 Jun. 2016]. Figure 3. (No date) Bedroom [Image]. Available at: http://freshstudentliving.co.uk/wp-content/uploads/ 2015/09/Glassyard-Building-Bronze-Studio-4-950px-950x4111-990x411.jpg [Accessed 5 Jun. 2016]. Figure 4. (No date) Café [Image]. Available at: http://www.kinhdoanhcafe.org/wp-content/uploads/ 2015/11/lơi-khuyen-lơn-kinh-doanh-quan-cafe-nho_smartgoal2.jpg [Accessed 5 Jun. 2016]. Customer Pen Portrait Image Man Bibliography Figure 1. (No date) Pen Portrait Man [Image]. Available at: http://s896.photobucket.com/user/filippofiora/ media/filippofiora095/Skin-Tone-2.jpg.html [Accessed 5 Jun. 2016]. Figure 2. (No date) Bedroom [Image]. Available at: http://www.evkoltuktakimlari.com/wp-content/uploads/ 2014/12/Cekmeceli-ve-tekerlekli-cocuk-odasi-mobilyalari-14.jpg [Accessed 5 Jun. 2016]. Figure 3. (No date) Place [Image]. Available at: http://www.urbanrealm.com/images/news/ newspic_1482.jpg [Accessed 5 Jun. 2016]. Figure 4. (No date) Food [Image]. Available at: http://creoflick.net/images/-Summer-inspiration-20131.jpg [Accessed 5 Jun. 2016]. Customer Pen Portrait Image Artists at ASOS woman Bibliography Figure 1. (No date) Oxford circus [Image]. Available at: https://lh3.googleusercontent.com/ yqK8ncpHvrppBMHBCxD2jsrGL66k6nF881L4U6wFCyNv-GUTGAklp74ZS8rpzjWTpJu-RQ [Accessed 6 Jun. 2016]. Figure 2. (No date) Illustration [Image]. Available at: https://lh3.googleusercontent.com/ L5sf0wy5I1YnkFmO-XQ71KAXjSZ7oHJ04N6Q3h10aPdHBxDCz_EULU6CwGnziX45Jw0J=s91 [Accessed 6 Jun. 2016]. Figure 3. (No date) Customer Pen Portrait Woman [Image]. Available at: http://www.hanger.my/wp- content/uploads/2014/09/Nicholas-Ng-of-Garbage-Lapsap-Seoul-Street-Style-2014-q.jpg [Accessed 6 Jun. 2016]. Figure 4. (No date) Clubbing [Image]. Available at: http://data.whicdn.com/images/64880254/large.jpg [Accessed 6 Jun. 2016]. Figure Bibliography 72
  • 73.
    Figure 5. (Nodate) Yayoi Kusama [Image]. Available at: https://pbs.twimg.com/media/ BP3s_KiCIAEPhhr.jpg:large [Accessed 6 Jun. 2016]. Customer Pen Portrait Image Artists at ASOS Man Bibliography Figure 1. (No date) Customer Pen Portrait Man [Image]. Available at: http://venue.ge/wp-content/uploads/ 2016/01/vogue_paris_4r2a3828_2_jpg_7851_north_660x_white.jpg [Accessed 6 Jun. 2016]. Figure 2. (No date) Polaroid camera [Image]. Available at: http:// 4b0vs91gu506263fin1f9das.wpengine.netdna-cdn.com/wp-content/uploads/2014/12/MG_7911.jpg [Accessed 6 Jun. 2016]. Figure 3. (No date) Artist’s work [Image]. Available at: http://static1.squarespace.com/static/ 5296d40fe4b0a5b6da04660b/52dade8ae4b094736845fd4a/ 52dade8be4b094736845fdd4/1391565641762/Diane-Arbus-small.jpg [Accessed 6 Jun. 2016]. Figure 4. (No date) Buildings [Image]. Available at: https://upload.wikimedia.org/wikipedia/commons/ 6/6b/Camden_town_1.jpg [Accessed 6 Jun. 2016]. Figure 5. (No date) Paintings [Image]. Available at: http://www.todaysplans.net/Y6-TPN-Art-PaintBrush- Mountain.jpg [Accessed 6 Jun. 2016]. Figure Bibliography 73
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    Weng Tong LengLEN15443764 Collaborative Project - Individual Reflective Blog Individual Reflective Blog Name: Weng Tong Leng
 Student No.: LEN15443764
 Course: 15/16 BA (Hons) Fashion Marketing LCF Full-time Year 1
 Unit: Collaborative Project - Individual Reflective Blog Unit Leader: Dr Natascha Radclyffe-Thomas Unit & Group Tutor: Suket Parihar Word Count: 1123 words Page 1
  • 82.
    Weng Tong LengLEN15443764 Collaborative Project - Individual Reflective Blog Individual Re,lective Blog 1. This is the (irst week of the summer term and we starting off the (irst day by having a talk from the ASOS team. The talk was really helpful as we got to know the company more such as who they are, their current marketing position and their aims. Moreover, we realised that ASOS has done a lot of work on different social media in order to promote their brands and to engage the relationships with the customers. What amazed myself is we have also (igured out they have done a lot of work behind which I personally did not realise until the talk, for instance how much workloads that have done on different promotions on different social media. Later on the day, we have also met our other group mates from the Buying and merchandising and Visual and merchandising term. In order to get to know each other more as well as doing some initial research, there is a group activity for us to see what the current street market and trends are. We have taken some out(it pictures of people on the street which we think they got a good fashion sense which is suitable for our project. We have decided to choose the customers from Topshop as we feel it is one of the competitors for ASOS, most of the people that we selected dressed really simple as we think it represents the brand identity of ASOS which is simple and casual out(it. Page 2
  • 83.
    Weng Tong LengLEN15443764 Collaborative Project - Individual Reflective Blog Individual Re,lective Blog 2. In this week, we had a lecture with Craig Crawford on digital communications strategies. He is an IT consultant which got 30 years of experience in the global fashion brands and in the lecture he has shared some of his experiences he faced when he was working as a consultant. He has stated that ‘If a brand doesn’t continue to evolve, it won’t survive’ and how IT improved a business connective with the customers. I really enjoyed the lecture as I think it’s really useful, multi-channel was mentioned in the lecture which I think it (its in the project that we are working on for ASOS as ASOS is a online fashion store where multi-channel is an essential tool for them in order to run their business. We come up with some initial ideas for our collaborative project with ASOS. One of the ideas is we were thinking to launch a ‘Date’ collection. The collection will mainly focused on womenswear as we feel like female always (ind it hard to pick an out(it when they go on a date, especially to their (irst date. Therefore, we think the collection would be a good idea for customers that feel the struggle to pick an out(it. Our initial idea of this collection is going to be divided into sections among ‘First date out(it’, ‘Causal date out(it’, ‘Formal date out(it’. Page 3
  • 84.
    Weng Tong LengLEN15443764 Collaborative Project - Individual Reflective Blog Individual Re,lective Blog 3. In this week, the dif(iculties that we were facing was we could not decide whether we are going for the ‘Date out(it collection’ idea or to collaborative with young artists. As the buying team would need to design the 20 garments for the collection and felt the struggle to do it without being too similar with the current product that ASOS already got. Therefore, we had a big group meeting and we have decided to go for our second idea rather the (irst one which is to collaborative with young artists. The marketing team has done a survey based on what is the impression for ASOS and most of the responses are the customers feel that there are a lot of choices that you can pick in ASOS that is really diverse but at the time there is not any specialty in ASOS. We feel like ASOS did collaborate with designers before but have never done it with artists. Therefore, we think it might be a good opportunity for ASOS to work with them as well as giving a chance and a platform for the young artists to present themselves. Moreover, we have designed our own logo for the new collection and is going to be named as ‘Artists at ASOS’. Page 4
  • 85.
    Weng Tong LengLEN15443764 Collaborative Project - Individual Reflective Blog Individual Re,lective Blog 4. In this week, we have then done some research such as the current marketing and branding of ASOS, a customer pro(ile that ASOS is targeting on and mood-boards that based on the product and customers ASOS is working on. Moreover, we have done a SWOT analysis to show their strengths, weakness, opportunities and threats that ASOS is facing at the moment. Moreover, we also had a mentor session with Katrina McLaren who is the Brand Marketing manger WW from ASOS, It is really useful and helpful to us as we have talked about the idea of our project and she has given us a lot of suggestion along with a problem which we could not decide and it was the price range for the new collection’s product. She suggested us that the price range should be around £40-£70 and not too expensive even though we would like to make it exclusive as ASOS’s aims is to be a online fashion store where everyone could afford it. Page 5
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    Weng Tong LengLEN15443764 Collaborative Project - Individual Reflective Blog Individual Reflective Blog 5. In this week, the whole group are busying with our board for the exhibition. There was a little bit of a struggle because there were constantly arguments going on as each team in our group got different opinions on how to combine the boards together. However, we did manage to overcome the problems and got it all done on time. Although we did have some arguments throughout the project but one thing that we all agreed is, we really did enjoy doing this project. We understand it is not easy to work as a group especially when there are 11 of us in it and some of them might got strong personalities than the others. I did gain a lot of experiences especially I have learnt the importances of teamwork and communication with each other. We are all really happy with our idea ‘Artists at ASOS and were quite emotional when we saw our final outcomes of the lookbook, board, video and the model. Page 6
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    Weng Tong LengLEN15443764 Collaborative Project - Individual Reflective Blog Overall SWOT analysis for collaborative project: Strength: - All of the group mates were wiling to make effort and contribute ideas to the project. Weakness: -Communication was a bit of an issue when it comes to big group meeting as everyone has their own opinions on the project. Opportunity: -We were able to share the workloads equally among the group and have split ourselves in doing different parts to prevent any repetition works. Threat: -Hard to satisfy everyone to gather all the ideas together into the project although we know everyone wants to share out their ideas. Page 7