Page 1

Fig 1


ASOS

01


02 04 24

Fig 2


04

03

Brand Overview

05 - 12

04 - 24

Demographic

13 - 14

Psychographic

15 - 20

Behavioural

21 - 22

Geographic

23 - 24 Pen Profile


| BRAND OVERVIEW |

04

Fig 3

Following its launch in 2000, ‘As Seen on Screen’ has become the UK’s largest fashion e-tailer (Deering, S. 2015). With nine local language websites and free shipping to 190 countries (Bansal, A. 2014), the brand has become a global online shopping centre for those in their 20s, attracting 3.7m UK customers and 5.4m from overseas (Asos. 2016). Asos’ studies show that two thirds of those aged 19-25 shop online due to its ease and convenience, and 18-21 year olds are the most price-sensitive age group (Asos. 2016). These statistics depict the stereotypical Asos consumer, and my primary research, suggesting that 81% of the general public shop at Asos, reflects the company’s popularity and success.


| DEMOGRAPHIC | Asos’ CEO, Nick Robertson, announced in 2012 that he would be tightening the Company’s target market to 20-something fashion lovers across the globe (Marian, P. 2012). This therefore resulted in a segmentation and targeting process to ensure that the products on offer appeal to the 20-something market. In terms of customer gender, figure 1 shows that the gender of Asos’ main target customer is female, with over half of their sales being in womenswear. My primary research supports this statistic by illustrating that 81% of people perceive Asos’ target customer to be young and female. Depending on her age, she is a studying or working woman who has an interest in fashion and leads a digital life. Her income is relatively low as she works her way up in the creative industry, meaning she benefits from the entry price level products on offer. However, with time and increasing disposable income, she will benefit from Asos’ 80,00 branded as well as own-branded products (Asos. 2016). Due to the customer being in her twenties, she may not yet have a family, however she is in a relationship and will benefit from the diversity in men’s and childrenswear in the future.

05


06

Fig 4


07

Fig 5

Fig 6


08 Fig 7

Fig 8


09

Fig 9


10

Fig 10


11

Fig 11


12

Fig 12


13

| PSYCHOGRAPHIC |

Fig 13 Fig 15

Fig 14

The Asos customer lives a fast-paced, digitally-native life. She publicises her life Therefore, the brand’s social network marketing appeals to her and allows for interest in fashion, she blogs and shares trends and tips on her own YouTube garments (Tutor2u. 2013). In addition to this, she has an interest in contemporary hobbies and interests are supported by my primary data collected from a focus group England but also in Europe. She is open-minded yet has formed strong opinions


14 Fig 17

Fig 18

Fig 16

and communicates with her contemporaries using social networking platforms. brand-to-consumer communication and promotion. Due to her digital life and channel. Her preferred hobby is shopping, from vintage and second-hand to luxury and alternative music, which she shares via Facebook and Twitter. Each of these with Asos customers. She furthers this interest by going to festivals, not only in on popular culture and equality, which she shares through these social media platforms.


15

| BEHAVIOURAL |

Fig 19


16 From my primary research, I have found that Asos’ target

custom-

er is loyal, with a medium usage of the brand. 50% of those who undertook my questionnaire use Asos once

a

with

28%

month, using

the website infrequently and 14% twice a month.


17

Fig 20


18 Due to the 850

differ-

ent brands, the

target

customer’s usage

is

varied and she

seeks

a

variety

of

unique

selling points from garments (Bansal, A. 2014).


19

Fig 21


20 In general, she is relatively price sensitive, keeps track of current trends and is inspired by style icons in the media. However, “the 18-21-yearold group is the most likely to shop according to discounts compared to those in their mid or late twenties� (Asos. 2016). Therefore, Asos accommodated for this younger consumer by changing 180 high-end brands for 150 middle market brands in 2015 (WGSN. 2015).


| GEOGRAPHIC |

21

Fig 22

Asos is a global company, which obtains 59% of its retail sales from country-specific websites (WGSN. 2015). As a result of this, the geographic profile being located in the nine countries with language-specific websites (Asos. 2016).


22

international territories such as America, Australia and Spain, who all have of Asos’ target customer varies, with the majority of the 5.4m international customers


23

| PEN PROFILE |

Name –

Gender –

Age –

Nationality –

Location –

Ethnicity –

Family Size –

Occupation –

Aspiration – Fig 23 Interests/Hobbies –


THE SAVVY SURFER Lara

Female

22

American

New York

White

2

Press Officer

To become a famous blogger

Blogging, reading Vogue, shopping and attending festivals

24


| REFERENCE LIST | Asos. 2016. About ASOS. (Online). (Accessed: 16/02/16). Available from: http:// www.asos.com/infopages/pgeaboutus.aspx?r=2

Asos. 2016. How We Do It. (Online). (Accessed: 16/02/16). Available from: http:// www.asosplc.com/how-we-do-it.aspx

Bansal, A. 2014. Asos Final. (Online). (Accessed: 16/02/16). Available from: http://www.slideshare.net/bluesinrouge/asos-final

Deering, S. 2015. How ASOS Uses Social Media. (Online). (Accessed: 16/02/16). Available from: http://linkhumans.com/case-study/asos

Finch, J. 2008. Interview: Nick Robertson, Asos chief executive. (Online). (Accessed: 16/02/16). Available from: http://www.theguardian.com/business/2008/ apr/18/retail.internet

Hexlia. 2013. Asos, The Next Online Retail Model? (Online). (Accessed: 16/02/16). Available from: http://www.slideshare.net/Helixa/asos-the-next-online-retail-model

Marian, P. 2012. Spotlight on…Asos tightens focus on 20-something consumers. (Online). (Accessed: 16/02/16). Available from: http://www.just-style.com/analysis/spotlight-onasos-tightens-focus-on-20-something-consumers_id114492. aspx


Tseng, C. 2012. Final Presentation. (Online). (Accessed: 16/02/16). Available from: http://www.slideshare.net/cinnyT/finalpresentation-12566902?next_slideshow=1

Tutor2u. 2013. Business Café – The Retail Model of ASOS. (Online). (Accessed: 16/02/16). Available from: http://www.slideshare.net/tutor2u/business-cafe-theretail-model-of-asos

WGSN. 2015. Asos focus falls in its core twentysomethings adding more affordable fashion lines. (Online). (Accessed: 16/02/16). Available from: http://0www.wgsn.com.wam.leeds.ac.uk/news/?p=1177406

WGSN. 2015. Asos sees topping full-year sales targets after four-month trading impresses. (Online). (Accessed: 16/02/16). Available from: http://0-www.wgsn. com.wam.leeds.ac.uk/news/?p=1205051

Fig 1: Michelle, K. 2014. Taylor Swift is ASOS Magazine’s January Cover Girl. (Online). (Accessed: 03/03/16). Available from: http://www.celebeat.com/articles/14803/20141129/taylor-swift-asos-magazine-s-january-cover-girl.htm

Fig 2: RetailWeek. 2009. Asos launches its outdoor advert campaign. (Online). (Accessed: 04/03/16). Available from: http://www.retail-week.com/topics/marketing/asoss-launches-its-outdoor-advert-campaign/5007532.fullarticle

Fig 3: VA-Garments. 2013. Asos discover fashion online. (Online). (Accessed: 05/03/16). Available from: https://vagarms.wordpress.com/tag/asos/


Fig 4: Hexlia. 2013. Asos sales split by product. (Online). (Accessed: 16/02/16). Available

from:

http://www.slideshare.net/Helixa/asos-the-next-online-retail-

model

Fig 5: anisasojka. 2016. As Seen On Me. (Online). (Accessed: 06/03/16). Available from: http://www.asos.com/discover/as-seen-on-me/?CTARef=HP|gen|asom|gallery

Fig 6: Morgan, M. 2016. The frill-seeking dresses you’ll be wowing in. (Online). (Accessed: 05/03/16). Available from: http://www.asos.com/women/fashion-news/2016_02_23-tues/new-season-spring-summer-2016-cheat-sheet-hyper-romance/?CTARef=Article%7CLatest%20News%20Article

Fig 7: Asos. 2016. Kiss The Sky. (Online). (Accessed: 04/03/16). Available from: http://www.asos.com/Women/A-To-Z-Of-Brands/Kiss-The-Sky/Cat/pgecategory.aspx?cid=18818

Fig 8: Cellar Door. 2012. Asos. (Online). (Accessed: 04/03/16). Available from: https://cellardoorfam.wordpress.com/2012/07/16/8924/

Fig 9: Asos. 2016. @Asos_Anna. (Online). (Accessed: 04/03/16). Available from: http://www.asos.com/discover/personal-stylist/?CTARef=HP|gen|bottom|stylist

Fig 10: Asos. 2016. @Asos_Alice. (Online). (Accessed: 04/03/16). Available from: http://www.asos.com/discover/personal-stylist/?CTARef=HP|gen|bottom|stylist


Fig 11: Asos. 2016. @Asos_Becky. (Online). (Accessed: 04/03/16). Available from: http://www.asos.com/discover/personal-stylist/?CTARef=HP|gen|bottom|stylist Fig 12: Asos. 2016. @Asos_SaraLouise. (Online). (Accessed: 04/03/16). Available from: http://www.asos.com/discover/personal-stylist/?CTARef=HP|gen|bottom|stylist

Fig 13: Asos. 2016. Get More Asos On: (Online). (Accessed: 04/03/16). Available from: http://www.asos.com/?hrd=1 Fig 14: Jobber, L. 2012. lfw vertical logo w colour voda (Online). (Accessed: 04/03/16). Available from: http://www.concrete-online.co.uk/uea-london-fashion-week/#jp-carousel-3345

Fig 15: The New Fashion Society. 2012. Vogue UK (Online). (Accessed: 04/03/16). Available from: http://www.newfashionsociety.com/blog/fashion-apps

Fig 16: GettyImages. 2016. Three women outdoors with shopping bags leaning on car. (Online). (Accessed: 02/03/16). Available from: http://www.gettyimages. co.uk/detail/photo/three-women-outdoors-with-shopping-bags-leaning-on-royalty-free-image/79365410

Fig 17: Malla, N. 2014. Social-Media-Fashion-YouTube. (Online). (Accessed: 04/03/16). Available from: http://blog.vidinterest.tv/top-10-youtube-channelsfor-fashion/social-media-fashion-youtube/


Fig 18: CapitalFM. 2015. New Look Wireless Festival Ticket Pre-Sale - Get Your Tickets Now! (Online). (Accessed: 02/03/16). Available from: http://www.capitalfm.com/events/wireless-festival/news/ticket-pre-sale/#3Jwly1ufbaiJ6YuJ.97

Fig 19: Heaton, A. 2016. Save. (Online). (Accessed: 03/03/16). Available from: http://www.asos.com/women/fashion-news/2016_02_27-sat/save-spendsplurge-black-denim-dungarees/

Fig 20: Heaton, A. 2016. Spend. (Online). (Accessed: 03/03/16). Available from: http://www.asos.com/women/fashion-news/2016_02_27-sat/save-spendsplurge-black-denim-dungarees/

Fig 21: Heaton, A. 2016. Splurge. (Online). (Accessed: 03/03/16). Available from: http://www.asos.com/women/fashion-news/2016_02_27-sat/save-spendsplurge-black-denim-dungarees/

Fig 22: Asos. 2016. Free Delivery Worldwide. (Online). (Accessed: 04/03/16). Available from: http://www.asos.com/?hrd=1

Fig 23: Fraser, S. 2013. New York. (Online). (Accessed: 06/03/16). Available from:

https://www.facebook.com/photo.php?fbid=10151549853060659&set

=a.471843705658.269728.619820658&type=3&theater


| BIBLIOGRAPHY | Asos. 2016. About ASOS. (Online). (Accessed: 16/02/16). Available from: http:// www.asos.com/infopages/pgeaboutus.aspx?r=2

Asos. 2016. How We Do It. (Online). (Accessed: 16/02/16). Available from: http:// www.asosplc.com/how-we-do-it.aspx

Bansal, A. 2014. Asos Final. (Online). (Accessed: 16/02/16). Available from: http://www.slideshare.net/bluesinrouge/asos-final

Deering, S. 2015. How ASOS Uses Social Media. (Online). (Accessed: 16/02/16). Available from: http://linkhumans.com/case-study/asos

Easey, M. 1995. Fashion Marketing. London: Blackwell Science Ltd

Finch, J. 2008. Interview: Nick Robertson, Asos chief executive. (Online). (Accessed: 16/02/16). Available from: http://www.theguardian.com/business/2008/ apr/18/retail.internet

Hexlia. 2013. Asos, The Next Online Retail Model? (Online). (Accessed: 16/02/16). Available from: http://www.slideshare.net/Helixa/asos-the-next-online-retail-model


Marian, P. 2012. Spotlight on…Asos tightens focus on 20-something consumers. (Online). (Accessed: 16/02/16). Available from: http://www.just-style.com/analysis/spotlight-onasos-tightens-focus-on-20-something-consumers_id114492. aspx

Posner, H. 2011. Marketing Fashion. London: Laurence King Publishing Ltd

Tseng, C. 2012. Final Presentation. (Online). (Accessed: 16/02/16). Available from: http://www.slideshare.net/cinnyT/finalpresentation-12566902?next_slideshow=1

Tutor2u. 2013. Business Café – The Retail Model of ASOS. (Online). (Accessed: 16/02/16). Available from: http://www.slideshare.net/tutor2u/business-cafe-theretail-model-of-asos

WGSN. 2015. Asos focus falls in its core twentysomethings adding more affordable fashion lines. (Online). (Accessed: 16/02/16). Available from: http://0www.wgsn.com.wam.leeds.ac.uk/news/?p=1177406

WGSN. 2015. Asos sees topping full-year sales targets after four-month trading impresses. (Online). (Accessed: 16/02/16). Available from: http://0-www.wgsn. com.wam.leeds.ac.uk/news/?p=1205051


| APPENDIX |

Batt, A. 2016. Asos customer questionnaire results Asos Focus Group: Hobbies and Interests: - Social networking - Socialising - Blogging (written and YouTube) - Shopping - Listening to music and attending festivals Batt, A. 2016. Asos focus group results


Easey, M. 1995. Fashion Marketing. London: Blackwell Science Ltd

Posner, H. 2011. Marketing Fashion. London: Laurence King Publishing Ltd

Posner, H. 2011. Marketing Fashion. London: Laurence King Publishing Ltd


Hur, E. 2016. Fashion consumer behaviours & customer profiling. DESN1355. Fashion Marketing, 06/03/16, University of Leeds

Hur, E. 2016. Fashion consumer behaviours & customer profiling. DESN1355. Fashion Marketing, 06/03/16, University of Leeds

Hur, E. 2016. Differentiation & Positioning. DESN1355. Fashion Marketing, 06/03/16, University of Leeds


By Anna Batt

Asos Customer Profile  

Anna Batt

Advertisement