ASOS Mission Statement: “To be the world’s no.1 online shopping destination for fashion-loving 20-somethings” “Own-brand premium range by ASOS”
(ASOS plc) - WGSN
“ASOS introduces between 2,500 and 7,000 new items every week.” -Mintel • Established in 2000 by Nick Roberston and Quentin Griffiths (Drapers), the current director is Brian McBride • Etailer pureplayer delivering to 240 countries (Mintel) • “ASOS sales were up 34% to £1.87bn for the year to 31 August” (Drapers) • ASOS White lauched in 2010 (WGSN) • Relaunched in 2015 with £2.5m in sales (ASOS plc) • ASOS White Collaboration with Reebok (Trapped Magazine)
Market Position & Competitors High Price/Luxury
ASOS (Drapers) Missguided (Retail Week) Boohoo (Business Insider) Arcadia - Topshop, Miss Selfridge (Financial Times) Inditex - Zara (Financial Times) H&M Group - H&M, COS (H&M Group) River Island (Retail Gazette) New Look (New Look Group) Whistles (Retail Gazette) Reiss (Retail Gazette)
£1.87bn £206m £294.6m £1.7bn £19.9bn £20.75bn £971m £1.45bn £68.9m £164.5m
Whistles (£1,400)
• Position determined by highest priced womenswear product • Size determined by most recent sales figure
Reiss
(£925)
River Island (£325) COS (£225)
Classic
Miss Selfridge (£120) New Look (£59.99)
In terms of ASOS White:
“Asos product and trading director Rob Bready said Asos saw a need for a “more premium day-to-evening range”. He said the range would compete with Reiss and womenswear chain Whistles, with the clean design element influenced by Cos.” - Drapers
Topshop (£695)
H&M (£300)
Missguided
Boohoo (£90)
Fashion
(£180)
ASOS (Own Brand) (£180)
Zara (£179)
Key Multi-channel Pureplay
It is clear that ASOS (own brand) is in a saturated market. With a gap for a premium range towards the positioning of COS, Reiss and Whistles, ASOS White can utilise this niche area and should perform well with a strong parent company backing. - GlobalData - Retail Positioning
Low Price/Mass Market
Was recently pureplay, now Multi-channel ASOS
Ethos, Philosophy & Identity Brand Essence
Customer centric (Drapers), Brave and Authentic (Digiday)
Pillars
Fashion with Integrity, Mobile Native Product, Proposition, People (ASOS plc)
Personality
Fun, Vibrant, Engaging, Innovative, (Mintel), Agile, Willing, Successful, Confident (GlobalData)
Emotional Benefits
Exclusivity - designer collaborations & own-label “60% of ASOS product offering can only be found on its site”
Rational Benefits
Ethos
“We want to offer great products to our customers but also inspire them with content across lots of different verticals — fashion and beauty, as well as entertainment and lifestyle.” (Kate Whitelock - ASOS)
(Mintel)
Convenient (GlobalData), Trendsetting, Compelling, Frequently updated ranges, Fashion - forward (Mintel)
Deliverables
Womenswear, Menswear, Footwear, Activewear, Accessories, Jewellery, Cosmetics, and a Marketplace
Philosophy
“Last year Asos released its first Modern Slavery Statement in line with UK legislation.” (Drapers)
Identity
“Online retailing future is personalisation and personality” (Nick Robertson - Co-founder)
Design Style, Handwriting & USP
POD - “Exclusivity differentiates the brand and gives consumers more reason to visit” (Mintel)
“Various shades of “neutral” with just the perfect amount of stripes, polka dots, ruffles, and neons.” - Nylon
-Drapers
“Clean, sculpted style” - WGSN
ASOS Magazine
(Business Insider)
“Luxury fabrics such as cashmere and wool blends.”
ASOS Magazine
USP - “‘as seen on screen” shorthand for a website aimed to sell the looks you saw on TV and in movies, bringing them off the screen and into real life.”
“Creating everything from cool day wear to dramatic occasion dresses, the ASOS White aesthetic is modern and minimal with feminine, sculptural silhouettes.”- Trapped Magazine
References
I have used InDesign to lay out the whole presentation, utilising the type, rectangle frame, rectangle, eyedropper and selection tools. I have used Photoshop to edit out the backgrounds of images to use on each slide, this was using the magnetic lasso tool. I have also used photoshop to create my customer mood board using the move, eyedropper, rectangular marque, paint bucket, horizontal type, and masking/blending mode for layers. I have used Excel to create a table and bubble chart for my market positioning map, utilising it to have the bubbles dontate size of the business, and position in terms of fashionability and highet priced product. ASOS plc. (no date). Investors, Our Opportunity. ASOS plc. Available from https://www.asosplc.com/investors/our-strategy#our-opportunity [Accessed 22 February 2018]. ASOS plc. (no date). Our Business Model. [image]. Available from https://www.asosplc.com/investors/our-business-model [Accessed 23 February 2018].
ASOS Style Feed Staff. (2018). A Moment For Maisie Williams, Please. [image]. Available from http://www.asos.com/women/fashion-feed/2018_02_22-thurs/maisie-williams-style-files/ [Accessed 28 February 2018]. ASOS. (no date). ASOS WHITE Cut About Stripe Frill Hem Dress. [image]. Available from http://www.asos.com/asos-white/asos-white-cut-about-stripe-frill-hem-dress/prd/8773105 [Accessed 28 February 2018]. ASOS. (no date). ASOS WHITE Cut Out Floral Co-ord Top. [image]. Available from http://www.asos.com/asos-white/asos-white-cut-out-floral-co-ord-top/prd/9103929 [Accessed 28 February 2018]. ASOS. (no date). ASOS WHITE Drop Crotch Jeans. [image]. Available from http://www.asos.com/asos-white/asos-white-drop-crotch-jeans/prd/9022396 [Accessed 28 February 2018]. ASOS. (no date). ASOS WHITE Floral Oversized Co-ord T-Shirt. [image]. Available from http://www.asos.com/asos-white/asos-white-floral-oversized-co-ord-t-shirt/prd/9036069?clr=multi&SearchQuery=&cid=11761&gridcolumn=3&gridrow=3&gridsize=4&pge=1&pgesize=72&totalstyles=208 [Accessed 28 February 2018]. ASOS. (no date). ASOS WHITE high neck top & high waist jean co-ord. [image]. Available from http://www.asos.com/asos-white/asos-white-high-neck-top-high-waist-jean-co-ord/grp/18848?clr=cream&SearchQuery=&cid=11761&gridcolumn=3&gridrow=2&gridsize=4&pge=1&pgesize=72&totalstyles=208 [Accessed 28 February 2018]. ASOS. (no date). ASOS WHITE High Waisted Wide Leg Trouser. [image]. Available from http://www.asos.com/asos-white/asos-white-high-waisted-wide-leg-trouser/prd/9033173 [Accessed 28 February 2018]. ASOS. (no date). ASOS White Logo. [image]. Available from https://scontent-arn2-1.cdninstagram.com/vp/5e717dcb2f1984a06ec51a8e50baf74b/5B0FB22D/t51.2885-19/s320x320/10643861_906868252718528_203557433_a.jpg [Accessed 22 February 2018]. ASOS. (no date). ASOS WHITE Minimal Button T-Shirt Dress. [image]. Available from http://www.asos.com/asos-white/asos-white-minimal-button-t-shirt-dress/prd/9114686?clr=whiteblack&SearchQuery=&cid=11761&gridcolumn=2&gridrow=1&gridsize=4&pge=1&pgesize=72&totalstyles=207 [Accessed 28 February 2018]. ASOS. (no date). ASOS WHITE Ovoid Jumpsuit In Stripe. [image]. Available from http://www.asos.com/asos-white/asos-white-ovoid-jumpsuit-in-stripe/prd/7958601 [Accessed 26 February 2018]. ASOS. (no date). ASOS WHITE Shirt with Cut Out Detail. [image]. Available from http://www.asos.com/asos-white/asos-white-shirt-with-cut-out-detail/prd/9069839 [Accessed 28 February 2018].
References ASOS. (no date). ASOS WHITE Strap And Layer Detail Midi Dress. [image]. Available from http://www.asos.com/asos-white/asos-white-strap-and-layer-detail-midi-dress/prd/9067573?clr=red&SearchQuery=&cid=11761&gridcolumn=2&gridrow=1&gridsize=4&pge=1&pgesize=72&totalstyles=202 [Accessed 24 February 2018]. ASOS. (no date). ASOS WHITE Tuck Detail Mini Dress. [image]. Available from http://www.asos.com/asos-white/asos-white-tuck-detail-mini-dress/prd/8977417?clr=mint&SearchQuery=&cid=11761&gridcolumn=3&gridrow=1&gridsize=4&pge=1&pgesize=72&totalstyles=202 [Accessed 23 February 2018]. ASOS. (no date). ASOS WHITE Zig Zag Printed Shoulder Tie Co-ord Top. [image]. Available from http://www.asos.com/asos-white/asos-white-zig-zag-printed-shoulder-tie-co-ord-top/prd/9113683?clr=multi&SearchQuery=&cid=11761&gridcolumn=4&gridrow=7&gridsize=4&pge=1&pgesize=72&totalstyles=202 [Accessed 26 February 2018]. Bhatia, S. (2013). ASOS boss: online retailing future is personalisation and personality. The Telegraph, 15 July. Available from https://www.telegraph.co.uk/finance/personalfinance/investing/10179555/ ASOS-boss-online-retailing-future-is-personalisation-and-personality.html [Accessed 1 March 2018]. Buck, T. (2017). Zara owner Inditex posts climb in 2016 earnings. Financial Times, 15 March. Available from https://www.ft.com/content/e863299d-a9b4-3b3c-80c9-171ed475e2e6 [Accessed 24 February 2018]. Drapers. (2010). Asos boosts offer with premium daywear range. Drapers, 24 April. Available from https://www.drapersonline.com/news/young-fashion-news/asos-boosts-offer-with-premium-daywearrange/5012409.article?search=https%3a%2f%2fwww.drapersonline.com%2fsearcharticles%3fparametrics%3d%26keywords%3dasos+white%26PageSize%3d10%26cmd%3dChangeSortOrder%26val%3d3 [Accessed 25 February 2018]. Geoghegan, J. (2017). International sales soar at Asos. Drapers, 17 October. Available from https://www.drapersonline.com/news/international-sales-soar-at-asos/7026797.article? [Accessed 24 February 2018]. Geoghegan, J. (2018). Asos hosts Mauritius event to fight modern slavery. Drapers, 22 February. Available from https://www.drapersonline.com/news/asos-hosts-mauritius-event-to-fight-modern-slavery/7029196.article?search=https%3a%2f%2fwww.drapersonline.com%2fsearcharticles%3fqsearch%3d1%26keywords%3dasos [Accessed 1 March 2018]. GlobalData. (2017). Retail positioning map. [image]. Available from https://consumer.globaldata.com/Analysis/details/the-uk-womenswear-market-2017-2022 [Accessed 22 February 2018]. GlobalData. (2017). Retail Viewpoint – ASOS FY2016/17 for the 52 weeks ending 31 August 2017. GlobalData, 17 October. Available from https://consumer.globaldata.com/Analysis/details/retail-viewpointasos-fy201617-for-the-52-weeks-ending-31-august-2017 [Accessed 24 February 2018]. GlobalData. (2017). Retail Viewpoint – ASOS Q1 2017/18 for the four months ending 31 December 2017. GlobalData, 25 January. Available from https://consumer.globaldata.com/Analysis/details/retail-viewpoint-asos-q1-201718-for-the-four-months-ending-31-december-2017 [Accessed 24 February 2018]. GlobalData. (2017). Sector Report Series, The UK Womenswear Market, 2017-2022: Where people shop, Channels of distribution, Leading midmarket players suffer due to lack of differentiation in crowded segment, Retail positioning map. London: GlobalData. Available from https://consumer.globaldata.com/Analysis/details/the-uk-womenswear-market-2017-2022 [Accessed 22 February 2018].
References Green, D. (2018). Millennials’ favorite online fashion brand is planning a US takeover. Business Insider, 26 January. Available from www.businessinsider.com/asos-is-launching-a-us-invasion-2018-1 [Accessed 1 March 2018]. H&M Group. (2018). H & M Hennes & Mauritz AB Full-Year Report. H&M, 31 January. Available from https://about.hm.com/en/media/news/financial-reports/2018/1/2803946.html [Accessed 26 February 2018]. http://www.asos.com/women/fashion-feed/2018_02_22-thurs/maisie-williams-style-files/ [Accessed 28 February 2018]. Igneri, J. (2017). Meet ASOS White, The Affordable Brand That Looks Incredibly High-End. Drapers, 11 November. Available from https://nylon.com/articles/dont-sleep-on-this-asos-white [Accessed 22 February 2018]. Jahshan, E. (2017). Global expansion hits Reiss profits. Retail Gazette, 31 October. Available from https://www.retailgazette.co.uk/blog/2017/10/global-expansion-hits-reiss-profits/ [Accessed 24 February 2018]. Jahshan, E. (2017). River Island owners shun dividends again after another year of mixed results. Retail Gazette, 21 September. Available from https://www.retailgazette.co.uk/blog/2017/09/river-island-fullyear-sales-profits-dip/ [Accessed 24 February 2018]. Jahshan, E. (2018). Whistles bounces back from loss with annual sales growth. Retail Gazette, 3 Janurary. Available from https://www.retailgazette.co.uk/blog/2018/01/whistles-bounces-back-from-loss-withannual-sales-growth/ [Accessed 24 February 2018]. Marmalade London. (no date). ASOS Packaging/Print 03. [image]. Available from http://www.marmaladelondon.co.uk/project/asos-branding-and-packaging-design/ [Accessed 23 February 2018]. McGregor, K. (2017). How Asos founder Nick Robertson built a £1.4bn business. Drapers, 20 December. Available from https://www.drapersonline.com/how-asos-founder-nick-robertson-built-a-14bn-business/7028171.article?blocktitle=Most-popular&contentID=-1 [Accessed 26 February 2018]. Milnes, H. (2015). The Asos approach to native content: authenticity. Digiday UK, 5 August. Available from https://digiday.com/marketing/asos-commerce-content/ [Accessed 1 March 2018]. Mintel. (2017). Clothing Retailing – Europe – October 2017: *ASOS, Tapping into consumer demand for newness, Exclusivity differentiates the brand and gives consumers more reason to visit. Mintel, October. Available from http://academic.mintel.com.ezproxy.westminster.ac.uk/display/863345/?highlight [Accessed 26 February 2018]. Mintel. (2017). Clothing Retailing – UK – October 2017: *Retail Customer Profile Comparison. Mintel, October. Available from http://academic.mintel.com.ezproxy.westminster.ac.uk/display/861583/?highlight [Accessed 26 February 2018]. Mintel. (2017). Fashion Online – UK – June 2017: *Brand Research. Mintel, June. Available from http://academic.mintel.com.ezproxy.westminster.ac.uk/display/839735/?highlight [Accessed 26 February 2018]. New Look Group. (no date). Financial Highlights. Available from http://www.newlookgroup.com/investors/financial-highlights [Accessed 24 February 2018].
References Trapped Magazine. (2017). ASOS White x Reebok Classic Collection. Trapped Magazine, 6 September. Available from http://trappedmagazine.com/asos-white-x-reebok-classic-collection/ [Accessed 28 February 2018]. Vandevelde, M. (2017) Philip Green’s Arcadia suffers 7% fall in UK revenues. Financial Times, 7 June. Available from https://www.ft.com/content/8107e39a-4ba1-11e7-919a-1e14ce4af89b [Accessed 24 February 2018]. Waller-Davies, B. (2017). Missguided sales soar as business fails to declare profits. Retail Week, 5 May. Available from https://www.retail-week.com/sectors/fashion/missguidedsales-soar-but-fails-to-declare-profits/7020685.article [Accessed 24/02/2018] WGSN. (2010). Asos White: product launch: online retailer asos launches new house brand asos White. WGSN, 5 October. Available from https://www-wgsn-com.ezproxy.westminster.ac.uk/content/board_viewer/#/120478/page/1 [Accessed 24 February 2018]. Williams-Grut, O. (2017). Fast fashion retailer Boohoo grew sales by a huge 51% last year. Business Insider, 26 April. Available from http://uk.businessinsider.com/boohoo-2017-full-year-results-revenue-up-51profits-up-97-2017-4 [Accessed 24 February 2018].
Appendix - Consumer Survey
• 1 in 10 people mentioned Armani as their signature fragrance