Chosen brand consumer and brand profiles (ASOS)

ASOS was born in the UK – one of the most competitive, dynamic fashion markets in the world. This has made us sharp, focused and forward-looking. the brand get inspiration from their competitors, but not driven by what they’re doing. .as a brand they never take their eyes off t20-something customers and where they’re going. always put an extra effort to reach out their target customers with the next new thing quickly – often before anyone else. And the fact that as an online retailer allows asos to be borderless and to tap into an enormous global market. (ANNUAL REPORT AND ACCOUNTS 2017, 2019)

ASOS gives young people the confidence to be whoever they want to be . (Asosplc.com, 2019)

ASOS, despite being less than 20 years old, has strong brand awareness (82%). Although lifetime usage is lower than that of many retailers profiled (30%), the fact that 17% used the retailer in the last year indicates that ASOS has a strong conversion ratio of anytime users into frequent users. Like ao.com, the lack of use by many in the sample negatively impacts ASOS’s trust level (21%), although a strong intention to recommend (82%) from users indicates that ASOS customers value the retailer highly. ASOS also succeeds in creating a ‘fun’ brand image, with 42% describing it as such and 30% describing it as stylish. An area that may be of concern is that just 29% think of the brand as ethical, far behind the 48% that selected M&S as ethical, indicating that ASOS could do more to promote its Eco Brands or Ethical Trade Programme, particularly given this is a key concern currently in the fashion, and wider online, sector. (mintel, 2018)

ASOS AS AN INNOVATIVE BRAND (MINTEL,2018)

AN IDEAL CONSUMER OF ASOS

references:

mintel, (2018). Online Retailing - UK - July 2018. [online] Available at: http://academic.mintel.com/display/907504/?highlight#hit1 [Accessed 2 Jan. 2019].

PINTEREST BOARD LINK: https://www.pinterest.com/njmisty/digital-research-journal-asos-womenwear-aw-1920/

Hendriksz, V. (2019). 5 reasons why Asos continues to be successful. [online] Fashionunited.uk. Available at: https://fashionunited.uk/news/business/5-reasons-why-asos-continues-to-be-successful/2017081825534 [Accessed 2 Jan. 2019].

Asosplc.com. (2019). Our Customers. [online] Available at: https://www.asosplc.com/corporate-responsibility/our-customers [Accessed 2 Jan. 2019].

ANNUAL REPORT AND ACCOUNTS 2017. (2019). [ebook] asos, pp.3,4. Available at: https://www.asosplc.com/~/media/Files/A/Asos-V2/reports-and-presentations/27-10-2017-ar.pdf [Accessed 1 Jan. 2019].