T E A M A N D D O I N G This brief is go through the aspects of economics, political, society and technology within the market and consumer research to find the new trends which can be developed in the future. Continuation of the stage on one research that through to implementation. And based the trend to creative recommendations for a brand. In nowadays society, with the development of industrialization and the advancement of material civilization, the earth for the subsistence of mankind suffers more and more severe environmental pollution, and people’s subsistence also suffers serious threats (Fraj and Martinez, 2006). Therefore, environmental protection issue has become the focus of people’s concern. Nowadays, with increasing severity of environmental pollution and fierce market competition, how can clothing enterprises closely follow the pace of the era and remain invincible? Starting from fashion retailer-ASOS, which acquired success from the Internet, this paper shall explore the road of developing and designing environmental-friendly ideas for brand.
Our team name is X-Dream. "X" -- Mean as a mysterious -- means “Me” that a Japanese katakana character -- Collaboration
Siyan Zhou T2216416 Yujia Huang T2220047
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STAGE IMPLEMEN
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P01
Trend and brand choice: -How this trend value for ASOS -Brand identity in ECO trend
P14
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What happen in the next five years? Eco life style three theme -DISCOVER -GO BACK/WOOD -ENJOYMENT GREEN
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TWO NTATION
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P10
Consumer Profiles
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Conclusion
01 Depends on our research, we will creative ECO future trend with high street brand ASOS.
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01 In Part 1, our group made research collection, and selected 3 macroscopic trends: technology, eco, and multi-culture; and conducted analysis on customer base. In this research, we selected primary research to conduct interview, and questionnaire was selected as mixed data. We through those trends to find the recommendations can be used in the high street brand, and then we considered above all ideas that we emerged almost around the life style, as such as; sport, fresh shopping experience and technology using the daily our life, and we think that will be effect high street retailers. And then, we found all the ideas can be relevant with the ECO trend when we mix all the ideas together. So, we decided to choose the ECO trend for High street brand.
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The Trend The Brand Choice
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eco ASOS, which is a website which featured on encouraged people shop online are composed of self-brand and other brands, and they consumers are very youthful. It is interesting that they just have online shop not retail stores, because of this aspect that we think they has been save a lot of material of retail store, and they also do a sustainable business for product and service. So, ECO trend will be a good choice and the future trend for them.
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How this trend value for
ASOS
According to the stage one research, Eco tend could be a big fashion trend in the future, and ASOS also do a sustainable business which is not too much people know it. So this trend is match they business plan and re-build a new brand identity into the marketing again.
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A As the biggest online fashion retailer in UK, ASOS also has its specialized websites in other countries. Paying attention to online sales, offering the latest and most fashionable clothing and accessories is the concept of ASOS. As per the data of Forrester Research (2008), B2C business in UK is more developed than other countries and more rapid in development. ASOS (2008) promoted “as seen on screen”, it means that consumers can be dressed up as a celebrity via purchasing products on Asos.com. Celebrity effect has attracted millions of consumers to purchase its products. In 2009, its sales had reached GBP 81 million pounds. Nick Robertson (the Executive Manager of Asos) expressed that customers can find out the style of clothing wore by celebrities that they favor, such as new style apparel wore by Kate Moss. Fashion media such as “InStyle” and “Marie Claire” reported that Asos.com ushers in fashion trend, and it is the most enchanting online fashion store. Mintel (2009b) found that Asos.com is expanding their product scope to attract more customers, and it is one of the main development trends in retail industry. As one important component of overall business strategy, E-commerce marketing has multiple advantages and potential development spaces, such as no time limitation and high interaction (Negen&Negen 2007). The success of online fashion industry is generally concentrated in two points. One is E-commerce marketing of fashion companies; the other is the requirement of customers in online purchasing. Confronting the challenges of John Lewis, Zara, H&M and Gap, ASOS expanded self advantages and launched an initiative in opening the market of environmental-friendly clothing. Top fashion brands such as Calvin Klein have started promoting eco-friendly collections several in recent years. And this action is affecting young consumers’ consumption behavior (Vartan, 2008).
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------------------------------------------Establishing environmental-friendly marketing concept. Environmental-friendly marketing has become the theme of marketing. Confronting with the strengthening of consumersâ&#x20AC;&#x2122; environmental-friendly consumption consciousness and environmental-friendly legislation work of various countries in the world, enterprises have no other choices except actively developing green marketing (Vlosky, R.P., Ozanne, L.K. and Fontenot, R.J., 1999). The development of environmental-friendly marketing cannot only established excellent corporate image and strengthen market competitive power of enterprises, but also enable enterprises to acquire considerable economic benefit due to peopleâ&#x20AC;&#x2122;s enormous favor to environmental-friendly products. So, this trend will be relevant to ASOS sustainable business, and also can encouraging the promotion trend for their business vines.
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asos
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eco
Brand Identity The eco trend for ASOS wants to present kind of health eco Life style attitude, and this idea is concept of positive and hedonism, that man and nature and encourages environmentalism among people.
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Younger who is personality and love to enjoy the life.
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The Consumer Profiles A
ccording to our questionnaire, consumer who has browsed ASOS website is between 18 years and 30 years, among that, 18 year to 24 years is the main parts (more than 80%), and ASOS said they most consumer aged twenty-something. About the spare time, participants almost like to shop, online, travel and sport, and have 76.92% of those people do exercise regularly. And they like to read magazine about fashion, life style and food. They like to wearing fashion, casual and personality style, and thought ASOS is a youthful vitality and diversity brand. Summary that result, use the words to present ASOS original consumer group are: Youthful
Vitality Diversity Casual Fashion Personality And our consumer identity about ECO for ASOS is: POSTIVE ENERGY Simple Youth Fashion Personality
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YOUTH PERSONALITY
SIMPLE
ENERGY
POSTIVE FASHION I
t follows that, the consumer group for our idea is similar with ASOS original consumer group, but those people more like to touch the nature, for example they will prefer to running outside not the gym. So, consumer group of our strategy recommendation those are younger who is personality and love to enjoy the life. 13
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Three themes for ASOS future: discove, goback/wood and enjoyment green. What happen in the next five years?
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Go back/ Woody
Go Back/Woody Listen to the nature/ Feel the nature
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very few seasons, all kinds of popular element will show on the street, but do not have any trend as such as "vintage", itself has become a popular and enduring. So, why we cannot go back to more early, and back to original to heart about nature. This idea is for listen to the nature and living with nature. ASOS have a plan called the sustainable clothing action plan (SCAP) is led by WRAP, the not-for-profit recycling and waste organisation, SCAP aims to make clothing production less wasteful, reducing carbon and water footprints. Although, they have sustainable sourcing masterclasses and sustainable materials the ASOS sustainable fashion team holds classes throughout the year for their buyers, designers, press and marketing staff.
So, this is a new theme about The Green Room that can use preserving craftsmanship and artisanal skills and sustainable materials, make all product represents that nature elements that we sell that have a contribution to social or environmental benefit.
Elements of this theme is: Nature colour Nature material Original craftsmanship and artisanal skills
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Nowadays, environmental-friendly clothing materials are in wide varieties, mainly including the followings: colored cotton: it is one unique colored cotton cultivated by crossbreeding colored wild cotton with common white cotton, and applying genetic engineering technology. Soybean protein fiber: belonging to regenerative plant protein fiber. It takes soybean meal after pressing oil as raw material, extracting globulin 16
in soybean meal utilizing bioengineering technology; by adding functional auxiliaries, and stem grafting, copolymerization and compounding with high polymers such as cyan and alkyl, certain concentration protein spinning solution can be made, changing three-dimensional structure of protein (Chen and Burns, 2006). It is made via wet spinning. Its production process has no pollution to environment, air, human body, soil and water quality, etc. Fabrics knitted by such fiber has cashmere like hand feeling, silk like gentle luster, hygroscopicity, wet permeability, wearing comfort and woolen heat retention property (Kim, H. and Damhorst, M.R., 1998). Milk fiber: the raw material is extracted from milk meal after liquid milk is made into dairy
products, making milk filament or short fiber after a series of processing. Such fabric has light, soft and smooth texture. Bamboo fiber: it is the natural cellulosic fiber, processed after hydrolization and extraction into pulp taking bamboo as raw material. Corn fiber: one pure natural fiber extracted from raw material of corn. It has unique elasticity, can resist chlorine and ultraviolet ray and not be influenced by bleaching. In
addition, it has silk like luster, good resilience, wrinkle resistance, and anti-piling tendency (Chen and Burns, 2006). And accessories use very original craftsmanship and artisanal skills, not the modern elements, like metal and plastic.
With the development of society and the strengthening of peopleâ&#x20AC;&#x2122;s environmental-protection consciousness, people more and more favor environmental-friendly clothing. Research on environmental-friendly clothing material and new environmental-friendly processing technology shall be a hotspot in future. ASOS should closely follow the pace of the era, strengthen environmental-friendly concept, emphasize on the development of environmental-friendly clothing material, apply advanced equipmentâ&#x20AC;&#x2122;s to develop new environmental-friendly processing technology, and produce environmental-friendly clothing satisfactory to consumers, then it can thrive in future clothing industry.
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DISCOVER
Natural element Into the depths of nature
DISCOVER
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uilding a brand image, eco is not necessarily uninteresting. It is vivid and positive brand attitude. Environmentally friendly products are not necessarily monotonous, can also have colors, back to nature, to find the color of nature. Away from the hubbub, to establish a healthy attitude to life, explore nature, have a good experience. More close with friends and family. Explore the mysteries of nature. Vibrant and prominent personality, which to provide consumers with â&#x20AC;&#x153;natural elementâ&#x20AC;? of life. For a variety of popular elements deconstruction and digestion, form a natural, pure, distinctive product image.
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NATURE
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atural elements is a philosophy of life proposition, is a product directional brand. Do not complicated, not noisy, advocates minimalism. Brand concept, using excellent material, simple form, weakening purification colors, providing effective functioning of the diverse popular elements deconstruction and digestion, forming a natural, pure, clear image of the product. It is a rough texture, compared with exquisite, full of natural, rough, without embellishment, almost primitive beauty. Eruption of youth be energy and fresh vitality. It reflects the life quality on another level, threw into, unreservedly love, rustic, simplicity, respect for nature, into the depths of nature. 19
Enjoyment Green
Enjoyment Green
Create/ Hedonism
When the mention about ECO topic, that people will automatic to think about is a serious and big issue. However, Eco trend can be a very funny and enjoy the life with a tiny thing. And now, how to protect the environment it is a problem as everyone was looking at, much company has been launch ECO friendly product that with idea of enjoys the eco life. " Enjoyment Green" is a form of the future, and this trend is a combination of mysterious, hedonism, and the concept of sustainable development. Therefore, ECO trend for ASOS can be become too creative to make consumer have a fun and enjoy it, and let consumer can take part of protect the environment. In order to make the consumer enjoy the ECO trend for ASOS, we thought idea of " enjoyment Green" that is very important to make consumer to see and experience it as well.
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New Life for The Gift Card
This idea is using disappear paper gift card with QR code which is the combination of eco concept and technology trend. It aims to embed a new life to the gift card, changes the traditional raw material of gift card and saves paper and plastic, which might does harm to the environment. Because sometimes people might forget use it, or be afraid of drop it, even throw it away after using it. At the same time, consumer can get interesting shopping experience with ASOS through using the new gift cards, and this promotional strategy can also be used as social media platform, for example, the ASOS APP.
The Operational process is:
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1. Go to the ASOS online website and set up 6. the gift card 2. And you information Finish the can try to what buying process experience interest consumer on the website, of disappear water liked. ASOS will post the paper. NOW!!! gift card to you or your friend. 5. 3. After that, all the voucher 4. information will stay in You can And then, you will get gift card by a disappear your account wait for use your paper with use. And you don phone to scan QR code. not need to keep the QR code or the card and type the number enter in your ASOS website afraid to account, and then all the lose gift information will saving in it. your own ASOS account.
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Save paper Environmental-friendly packaging
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SOS already do reducing paper consumption, and they said: â&#x20AC;&#x153;All of the paper we use comes from suppliers certified as sustainable by the Forest Stewardship Council (FSC).â&#x20AC;? Consumer print the return sheet by themselves ASOS must be put the return sheet in each deliver, it is very nice behavior for consumer but it is a huge number of paper consumption. And we have done a questionnaire to know whether that is really necessary. As a result, just have 18.52% consumer always use the return sheet and 30% consumer hardly and never use it, thus, it is not necessary for consumers. We suggest that can put the return sheet into the consumer account. When consumer but the product, ASOS will automatically generate a product return sheet with the order selection in the consumer account. They can print by themself if they really want to return the product. At the same time, this way also can reduce the quantity of return.
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Lighter the weight of the plastic bag Making delivery boxes out of 100% recycled materials
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nvironmental-friendly packaging is becoming the conspicuous and feasible link in environmental-friendly marketing. As product packaging occupies large amounts of materials, pollutes natural environment, or damages human health, and lots of non-recyclable packing materials are contaminable and wasting, the importance of promoting environmental-friendly packaging increases with each passing day (Goldsmith, R., Heitmeyer, J. and Freiden, J. 1991). Moreover, as product supplementary element of most outward manifestation, environmental-friendly packaging can undoubtedly most directly convey environmental-friendly information to consumers, and establish environmental-friendly product image in the minds of the public. Therefore, environmental-friendly packaging undoubtedly has major significance to the smooth implementation of green marketing. Environmental-friendly packaging is mainly represented in: reducing packing materials of products (such as reducing the thickness and number of layers of packing materials); utilizing packing materials that can be used repeatedly; reducing packing materials made by degradable materials, etc.
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Conclusion In the next five years, eco trend will continue be a big project. And that ASOS pick eco trend can present a good social effect and brand image, also through service, product and experience to build a obviously brand identity, and strong self style product series in â&#x20AC;&#x153;the green roomâ&#x20AC;?. At the same times, some recommendation can direct get business benefit for ASOS, like return sheet. So, we thought ASOS would get good future on the way of eco trend in the next five years.
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