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RACHEL LADINES (LAD14426081)

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IEVA DOBILAITE (DOB15451243)

KEAGAN RUSSELL (RUS14426199)

ELOISE ANDREWS (AND15442325)

ELSA MELLEN (MEL15445602)

WORD COUNT: 3,180

TABLE OF CONTENTS

3

EXECUTIVE SUMMARYIn developing the structure for this

report, PR Smith’s SOSTAC© model (2011) was applied to analyze the

current and proposed A/W 17 ASOS marketing strategy. The principal

aspects incorporated in the analysis

included strategy, tactics, action and control as a means of demonstrating

the current marketing activity and structure for the proposal.

Results of the data indicated that ASOS is the number one most visited online

fashion retailer with 50% of its sales coming from mobile (Hobbs, 2016).

This cements its position at the

forefront of the online high street fashion sector.

In the Situation analysis, internal and

external environments influencing ASOS’ situation in the market were

reviewed and the company’s current

goals were examined.

Further into our investigation a new customer segment for ASOS was

identified for the business proposal. The technology infused clothing line

was supported by market research that

proved its value to the customer and ASOS. The marketing communications

strategy was developed with a view of merging the most valuable factors for

the consumer to provide a holistic

experience from pre to post-purchase.

Additionally, this data goes to

reinforce our objectives for the new collection, strategy for positioning and

differentiating products, along with the action and control, and tools needed

to measure the success of the

campaign.

4

Fig. 2 ASOS cover photo. (ASOS linkedin)

With an increase of 18% total revenue

in 2015 compared to 2014 (ASOS Annual Report, 2015), ASOS continues

to prove it is the leading online retailer in providing fashion at an

affordable price for 20-somethings

across the globe. Not only does ASOS provide an own brand label, they also

bring together over 800 brands which include popular high street names

along with constantly introducing up-

and-coming brands.

With 80,000 products on their site and over 3,000 new additions each

week, ASOS offers customers a

different shopping experience experience as it brings a wide

variety of products such as clothing,

shoes, accessories, beauty products, gifts and fashion-related content to

their website and mobile platforms

daily.

As a brand that first began in 2000,ASOS had an aim of becoming the

number one destination for fashion

lovers online.

Through providing online content

across their website and social media platforms such as Instagram,

Facebook, and YouTube, the brand has an active engagement with its

customers as the company strives to

provide a seamless online experience through quick and reliable delivery,

hassle-free returns, and curated edits.

Fig&3.&ASOS&magazine&(Fashiongonerouge.com)

Fig&4.&ASOS&likes.&(ASOS.com)

INTRODUCTION

5

TODAY Fig 5 Online at A

SOS (Socialtailor.com

2011)

6

SITUATION

Through enhancing the online experience in using multichannel social media, international offices,

free shipping and returns, and improvements on their website and mobile application. ASOScontinues to be the premier destination for Millennial’s interested in being a part of accessible fashion.

TIMELINE

ASOS as a brand has expanded and grown to become

one of the top fashion destinations online by putting thecustomer first. 8

Fig&6.&Timeline&of&events.&(Author&2016).Fig&6.&Timeline&of&events.&(Author&2016).

EXTERNAL AUDIT

9

FACT IMPACT

POLITICAL

Panama Papers revealed that more than 90,000 properties in England are owned by overseas owners and at least 75,000 of them are owned by companies registered in tax havens which are causing high rent prices. (Lyons, 2016)

It could lead to lower ASOS sales with millennials who have a medium to high stable income and who choose to support independent local designers or boutiques rather than purchase from big corporations.

ECONOMICAL

Britain’s economy’s slowdown influenced by the upcoming referendum on membership in the European Union (Reuters, 2016).

Lead to bigger ASOS sales as Britons could be more likely to spend their money on cheaper, fast fashion clothes and accessories because of the uncertainty of economics.

ASOS should also take into account when making new edits (a good idea would be to produce Workwear or Classic Staples edit).

Further, when the buying power is constrained, people tend to invest in pieces with an enduring value or classical clothing,

SOCIAL

New consumer studies (WGSN, 2016) found out that ‘one-third of 13 to 34-year-olds consider browsing to be more fun and just as exciting’.

Mexican Youth market (Half of the population is under 30 years old, tech-savvy and have disposable income) (WGSN, 2016).

A survey of 2 million social media influencers (Chen, 2016) indicated that for unpaid posts, Instagram influencers with fewer than 1,000 followers have a like rate of about 8 %, while those with 1,000 to 10,000 followers have a like rate of 4 %

This obligates ASOS to develop its website to be based not merely on clothes, but to create new inspiring, leisure-based content, for consumers to read and share with their friends.

Thus ASOS should consider opening a Mexican website with pesos as the main currency.

ASOS should invest in ‘micro-influencers’ with fewer followers to maximize audience engagement

PESTLE

10

FACT IMPACT

TECHNOLOGICAL

With the new waste-to-wear concept emerging (WGSN, 2016) new technologies allow to create materials and fabrics from perishable foods, ocean trash and other waste.

Email marketing industry is slated to become a $6.6 billion market by 2018. It is nearly 40 times more effective than Facebook for acquiring new customers’. Moreover, a study made by Adobe, found out that Millennials, who will have $200 of buying power by 2017, check their emails more that any other age group. (WGSN, 2016)

Recently launched Blue Yonder prediction service takes 200 data points including color, brand, price, where and how it is placed and promoted, weather, response quotas and turnover data to predict how many volumes should a brand stock.

Stocking eco-friendly brands products or creating a line of their own could improve ASOS brand equity and put it ahead of its competitors by attracting a new audience of environmentally cautious customers.

ASOS should dedicate a large part of its marketing budget for email marketing to achieve highest ROI.

This could provide ASOS with forecasts for every style, color, size and placement as well as gross demand, gross sales, and return rates on a daily basis, so it would avoid over-stocking or under-stocking products, resulting in a balanced ‘deviation curve’ (Marian, 2016)

ENVIRONMENTAL

The World Bank and International Monetary Fund are proposing to governments to put a price tag on planet-warming carbon dioxide emissions (Davenport, 2016) which clothing industry is the second biggest source of in the world (Sweeny, 2015).

New emerging service of leasing high street products has become a growing trend. This could reduce the huge disposal of fast fashion clothes.

This could increase the production cost of ASOS clothes.

ASOS can improve it’s brand image by providing a service of this kind.

LEGAL

New Inturn cloud-based SaaS software is to replace Excel in efficiently selling off-price apparel to buyers.

If ASOS were to use it, it would allow each side’s team to see brand’s inventory, linking products with images and change parameters with one click without any accompanying e-mail which would be time saving and prevent potential errors due to the minimization of communication channels (Lumb, 2016)

Fig 7. PESTEL Table (Author 2016)

11

INTERNAL AUDIT

12

Fig 8. Statistics. (Author 2016)

949K 4.2 MIL

3.9 MIL LIKES

3.3 MILLION VISITORS PER DAY

10.7 MILLION ACTIVE

CUSTOMERS

SHIPPING TO240 TERRITORIES AND COUNTRIES

11 IN HOUSE STUDIOS, 2 CATWALKS,

34K PHOTOS A DAY

6.5M QUERIES RESPONDED TO BY CUSTOMER CASE IN LAST 6

MONTHS

NAIL THE BASICS, LOVE OUR

CUSTOMERS, ONE TEAM, BE BRAVE, DO

THE RIGHT THING13

S W

O T

• Considerate price range from entry and exit price of the merchandise within each product category

• Huge variety of stock and brands as well as their own brand label

• Free delivery and returns • Being able to refine your search by style,

brand, size, colour and price range makes navigation easy

• Student discounts benefit ASOS as their predominant audience being twenty somethings

• ASOS does not have to consider store capacity since they are online only

• The lack of tangible products being in a store where consumers can look at, try on and touch could put off buyers

• ASOS go through a high turnover of merchandise since they participate in fast fashion and their products have a short life cycle. This means ASOS are relying on the brands they stock to continue to refresh their stock at a fast rate

• Vast increase in globalization, making it easier for ASOS to expand internationally which makes shipping easier (Business Source Complete, 2015)

• The constant innovation in technology and customers continuing the consumption of new technology means they are able to continue to sell on different platforms such as their ASOS app

• The increasing demand for menswear. As MarketLine published a report in 2014 forecasting menswear to grow to $571.8 billion, an increase of 35.1% from 2013 (Business Source complete 2015).

• Many online brands offer brick and mortar stores and have the option to feel and try on the merchandise prior to purchase

• EU referendum could mean economic uncertainty.

• Increasing labour costs in the UK could have a negative impact on profitability. The National Minimum Wage increased to £7.20 in 2016 )

• ASOS introduce 2750 new products each week. Reliance on other suppliers to continue the release of new stock is a threat to their fast fashion asset (ASOS.com, Accessed May 2016)

• Dependant on UK and European customer bases, making up 66% of their total revenue in 2014(Business Source Complete 2015)

Fig 9. SWOT Table. (Author 2016)

14

SUPPLIERS PUBLICS INTERMEDIARIES COMPETITION CUSTOMER

• Countries that manufacture clothing for ASOS: UK, China, India, Romania, Turkey

• ASOS ensures fair andsafe working conditions to manufacturers through their Ethical Trade Program

• Board of directors consist of eight people: five men and three women, which more or less fits the global statistically low percentage of women in the board director positions – 33% (In ASOS case – 40%). (Catalyst, 2016)

• ASOS staff is publishing posts in ASOS likes daily news feed website which is also a part of the print magazine because the content is shared and recycled. This lets ASOS save money because editorials are done in house, without having to hire external journalists.

• VCCP – Advertising Agency for ASOS which takes care of creative and media accounts

• James Davie responsible for developing ASOS shopping app which marries ASOS visual style with iOS guidelines.

• Mobile commerce agency Red Ant is responsible for creating a shopping app for customers in China (appeals to Chinese customers because of Alipay payment, wish lists and Chinese social media sharing)

• UK courier- ASOS use Collect + and Royal Mail.

• House of Fraser• Selfridges• Topshop• Zara• Adidas• Nike• Office Shoes• Missguided• Bohoo• Pretty Little Thing• Urban Outfitters• Levi's• Forever 21• New Balance• Ralph Lauren• Cheap Monday• Diesel• Calvin Klein• Mango• Miss Selfridge• Jack Wills• Ted Baker• Reiss• Vans• Converse

• The ASOS target customer is in the ACORN classification Group K, this group is for students, who will be purchasing merchandise from ASOS with a lower price point, although they are financially stretched they are highly social and are into buying cheap, fast fashion. They also target groups D and E, these are the city sophisticates and the career climbers. This group will be purchasing merchandise with a higher price point as they will have more disposable income.

Fig 10. SPICC Table. (Author 2016).

SPICC

15

Fig 11. Brand positioning diagram. (Jobber, 2016).

BRAND PERSONALITYAND IDENTITY GUIDELINES

16

Fig 12. Company Mood Board (Author 2016)

COMPANY MOODBOARD

17

Demographics:

Rachael Williams, 24 Marital Status: SingleOccupation: Teacher Residential Location: LondonHouse Type: Affordable Shared Flat. Category 3, Group J, Type 33. (ACORN, 2016)Household Annual Income: £26,000Financial Situation: Can spend comfortablyEducation level: Educated (ACORN, 2016)

with a Bachelors in Education Studies

Psychographics:Personality: Ambitious and confident Interests: Travelling, visiting family, shopping Fashion Attitudes: Follows the latest trendsFashion Adoption Level: Early adopterLifestyle: Good work-life balance, financially responsible and has a disposable income of £500 per month

Behavioural Factors:

Loyalty Level: Loyal to high street brandsResponse to marketing activities: mostly responsive to internet advertising (ACORN, 2016a)Technology Adoption Level: Tech-savvy (Verdict, 2013)

Media Used: Social networking such as Instagram, Facebook, etcPurchasing consideration: On trend and affordableFrequency of travelling: Goes abroad once a year and travels frequently to the outskirts of LondonTravelling destinations: Europe

Fig 13 and 14 ASOS Pen Portrait (Author 2016)

Demographics:Joe Sanders, 25Marital Status: In a RelationshipOccupation: Financial Risk Management Residential Location: East LondonHouse Type: Affordable Shared Flat. Category 4, Group K, Type 36. (ACORN, 2016)Household Annual Income: £23,000Financial Situation: Can spend comfortablyEducation level: Educated (ACORN, 2016)

with a Bachelors in Economics and Business Studies from UCL

Psychographics:Personality: Ambitious Interests: Travelling, boxing, seeing friendsFashion Attitudes: Follows the latest trends Fashion Adoption Level: Early MajorityLifestyle: Good work-life balance, financially responsible and has a disposable income of £600 per month

Behavioural Factors:

Loyalty Level: Loyal to high street and high quality for workResponse to marketing activities: mostly responsive to internet advertising (ACORN, 2016a)Technology Adoption Level: Tech-savvy (Verdict, 2013)Media Used: Social networking such as Instagram, Facebook, etcPurchasing consideration: On trend and high waulity

Frequency of travelling: Travels within the country but intends on

traveling abroad more

PEN PORTRAITS

18

Fig 15 and 16. ASOS Perceptual Positioning maps. (Author 2016)

ASOS’s mastery ofeCommerce providesoptimized logistics allowingcustomers to take advantageof a free return policy.

ASOS has vast competition, andis succeeding in a highlysaturated market. The companyis currently the most popularonline high-street clothingretailer.

COMPETITOR ANALYSIS

19

Fig 17. ASOS competitors Perceptual positioning map. (Author 2016)

There is an opportunity for ASOS and

other high-street brands to integratetechnological innovation into their

strategy. This can be implementedthrough enhancing their own-label

offering and the customer purchase

experience.

20

Staying focused on engaging with its fashion-loving customers by: • Current new brand additions • Extending own-label ranges • Local language (newest ones

are French and German) YouTube and Instagram accounts

Being the world's No.1 fashion destination for 20-somethings by:

Fig 18. ASOS Objectives (Author 2016).

Offering great fashion at great prices by: • Wide selection of styles, prices

and sizes• Adding 3,000+ lines every

week • Zonal pricing technology

(Except for Russia) allows to exceed in competitive local pricing and country-specific promotions

• Shipping to over 240 countries (ASOS.com 2016)),

Delivering engaging fashion contentand experiences by:• Daily lifestyle and fashion

content on ASOS likes • Daily curated styling and beauty

edits (Fashion & Beauty Feed) encourage customers to visit the website more often in their free time

Capitalising on the 'always on' connectivity' of the tech savvy 20-somethings all around the world by:• Totally optimised digital experience

through mobile• Seamless purchasing process

throughout all digital devices• Won first place for its best digital

retail experience (Misiri, T 2016).

21

Fig&19.&Menswear&and&Womenswear Price&Architecture& Model&(Author&2016)&Source&:&(ASOS&online&Website,& 2016)

ASOS sell over 80,000 branded and own

brand products. These graphs reflect the price architecture of both women’s and

men’s ranges in ASOS May 2016. They convey how the men’s price range has a

higher price point but with fewer ranges.

The Entry price point for both genders is equal. (ASOS plc, 2016)

PRODUCT & PRICE

22

I. ASOS handled 6.5m queries in a 6-month period from March 2016; the

company employs 1,200 staff members and responds to queries 24/7, 365

II. “Eurohub” hosts 2 million units for the company, and they dispatched 2.3

million units from three sites during their 2015 summer sale

III. Customer Care team has a dedicated “How to” video section to help

customers use their site more effectively and get the most from their website and products

IV. Website currently offers various FAQ’s and solutions to commonly encountered problems for quicker resolutions

V. If a customer is unable to find the direct answer to their query, there is the

ability to ask the Customer Service team directly through Twitter, Facebook or E-Mail (via built-in form submission)

VI. The FAQ’s page has a rating system where customers may leave feedback as to how helpful each set of information was

I. Online only presence where all orders are placed and handled; removal

of a physical space has allowed the brand to eliminate costs through store implementation and maintenance

II. The online store has a plethora of categories and different “edits” which

showcase pieces for different occasions, streamlining the buying

experience for customers and replicating an in-store visual merchandise story

III. The website is a multi-brand platform selling the company’s own-label

designs, along with more commercial brands, and boutique brands

(through the ASOS Marketplace)

IV. The website acts as a secondary promotional portal for the company advertises their subsidiary products/services such as ASOS Insiders, ASOS

Likes and ASOS Marketplace

PEOPLE PLACE

23

Every £1 spent on an item

earns the customer 5 points voucher valid for 6 months.

These voucher coupons unlock levels rewarding and

treating the customer, just

like a traditional game. This prompts the customer to

regularly visit and purchasefrom ASOS.

Launched it’s 'Scan to shop' images

(image-recognition technology) in collaboration with augmented reality

company Aurasma to cater to 450,000 readership. This futher established them as

a pioneer in merging digital and physical.

Net-a-porter and Dunhill followed the trend.

A magazine appcontaining editorial

content, behind the scenes, product

reviews etc. Available

Internationally on iTunes, Playbook and

Android.

ASO

S M

AGAZ

INE

A-LI

ST V

OUC

HER

S

iPAD

PROMOTION

24

Recycled and Vintage

The ASOS Marketplace has delivered a new fashion arena.

A business model that was created at the request of the growing ASOS

sellers has become the arena for

recycled and vintage lovers. Gaining popularity among customers, Recycled

and Vintage clothing

In 2011, ASOS’s collection inspired by

Nivea’s newly launched invisible for black and white deodorants reaped

£2.4m in sales and 0.5% market share within a launch period of three months

with more than 108,000 consumers

visiting the microsite. (INFOGRAPHICS) Nivea & asos campaign: best practice

This offer was launched with a private

dinner in collaboration with Teen Vogue in New York. An effective feature in the

magazine with celebrity invitees like Sky Ferreira, VV Brown directly communicates

with the millennial purchaser.

The quintessential British e-tailer’spromotional event held in New York

resulted in promotional expansion.

DISCOUNT CARDS

E-TAILER COLLAB

Fame & Partners which attracts the

millennial female audience. Staying true to it’s young demographic, ASOS popularized

it’s presence in the Australian market.

TEXTILE COLLAB

ASOS collaboration with Textile Federation

(Started in 2012) Initiated a competition to encourage

emerging designers to showcase at the Talent High Summer Collection. This brings

forth the youth to be a part of the brand

while encouraging millennial sales.

BOUTIQUE EXPANSION

AWARDS

Received the Best Facebook and biggest

honor of the night, Top Innovator at the Fashion 2.0 Awards (2014).

ADVERTISING

Fig 20 Promotion table (Author 2016) 25

The overall ambience of the website is cleanand products are easy to locate due to thebrand's extensive categories. ASOS has adefining process using style, colour, pricerange, and brand to narrow down the search

for a customer. There is a feeling of relatabilitywith the use of young diverse models on theirhomepage and product choices. Thecustomer process of choosing a product ismade easier with catwalk videos, a get the

look section, and the option to quick view andsave.

Fig&21&ASOS&Men's&New&in.&(ASOS.com&2016)

PHYSICAL AMBIENCE

26

Customers arrive to the homepage to select either women's or men's products along with the option to explore the marketplace, blog, A-List program, etc.

Once selected, one is able to narrow down product choice by style, (trousers, tops, etc.) which can then by redefined by colour, brand, style, price range, and size.

Once the product is chosen and the customer is ready to check-out, they must register on the website to get information such as e-mail, address, and billing.

If the order is over £20, those in the United Kingdom are eligible for free shipping which takes 3-5 business days

When the customer receives the item(s), ASOS supplies the package with vouchers to different brands such as HELLO FRESH, and Graze. Customers also are given the option to return any items for free.

Fig 22. ASOS packaging. (Callef, 2016)

PROCESS

27

28

ASOS PLUGGED- IN

TECHNOLOGY NEUTRAL SUSTAINABILITY

62% of visits to ASOS.com come from a mobile device

18-34 year olds in the U.S,

U.K and Canada spend at least 20 hours or more on a mobile device

than on a P.C

In 2020, wearable tech is estimated to be worth $34billion

87% of millennials use between 2-3 tech devices at least once a day

60% of young people think that gender lines have been blurred

Competitor, Zara’s unisex range has expanded their product line in the past two months due to its success

Trend forecasts suggest that for the A/W 17 season, there will be a shift in aesthetics for futuristic, minimanilistic, and technologically enhanced garments.

16-24s are the most concerned about sustainable clothing

There are 19 countries growing

organic cotton including USA, Turkey,

and India

After three years of decline, production for organic cotton grew by 10% in 2014

Fig 23. Opportunity in the market. (Author 2016)

OPPORUNITY

29

Our vision is to tap into the consistent progression of the sustainable, tech and unisex markets. At ASOS we dare to push and create trends

rather than following what has already been done. This collection will fuse these three progressive points of fashion

together into one collection that will challenge, inform and keep up with our 20 something customer.

Fig 24. Concept. (Author 2016)30

Fig 25.Range plan Mood Board. (A

uthor 2016)

31

S A M S U N G G A L A X YS 7

A P P L E i P h o n e6 | 6 +

S O N Y X P E R I AZ 5

• The iBeacon transmits signals to mobile devices 3

times, every second.

• Works in tandem with the ASOS mobile app sending notifications to the user’s device.

• On receiving the notification you will be re-directed to the collection’s landing page.

User’s will be presented with four categories:

1. Explore: (inspiration behind the collection)

2. Style It: (tips and videos from ASOS Insiders)

3. Media Hub: (user generated content)

4. Information Desk: (reprogramming your Beacon)

Inspired from recent technological

advances and society’s propensity towards gender neutral lifestyles, the

capsule collection aims to further blur the lines between our physical and

digital experiences.

Through combining forward-thinking

technology, with versatile fabrics the collection will

become a

foundation in the consumer’s daily engagement.

Fig 26- 30 integration in phones. (Author 2016)

BEACON INTEGRATION

This line is focused on driving innovation in gender acquiescence and maximising engagement possibilities for the ASOS customer all while keeping sustainability efforts in mind.

52% of Millennials surveyed said that the technology a brand uses is the most important factor when making a purchase (reference*)

Trend forecasts from firm WGSN suggest that for the A/W 17 season there will be a shift in aesthetics leaning toward futuristic, minimalistic and technologically enhanced garments; fusing the worlds of technology and fashion.

Fig 31- 32 Value tables. (Author 2016)

PROPOSED BUSINESS CASE

33

S WS W

O T

• Is a forward thinking range which provides ASOS consumers with an introduction to the fusion of technology and fashion.

• The millennial consumer has grown up with technology, it is second nature to them which is why the range has huge potential to work.

• ASOS are already equipped with a multi channel eCommerce therefore integrating the marketing campaign within the app is obtainable.

• The novelty of the iBeacons could be short term however this may be fit for ASOS as they have a six week product cycle.

• The technology being used may not be perfectly integrated which can cause problems as the millennial consumer have a need of immediacy therefore have no time for technological issues.

• Opportunity to widen their consumer base with a ‘tech-savy’ market.

• Could provide more brand awareness as a result of media attention due to the originality of the proposal.

• Create a more forward fashion range and be ahead of the current competition.

• Could be considered too bold for ASOS as they are a brand known as somewhere to find fashion from various other stores. Designing something themselves that does not have a heavily dense presence in the market already is not something they usually do.

• Sourcing good quality materials could inflate ASOS’s average cost price.

• Printing bar codes onto garments will inflate the cost.

• The millennial consumers buying habits of early adopters means they always want the next best thing, iBeacons could soon be seen as something old.

Fig 33. SWOT table. (Author 2016). 34

TREND IMPACT ON ASOSEmma Watson wore a sustainable and re-wearable dress made out of recycled bottles to the Met Gala 2016 (Spedding, 2016).

These celebrity trends will eventually instill sustainable ethics across millennials who diligently follow celebrities such as Emma Watson.

The worlds population will reach 9 billion by 2050. The expansion of Chinese and Indian economies pressurize the demand of resources. Retailers find it difficult to supply ecofriendly alternatives/ethical sourcing so customers are challenged to stay on budget while making environmentally friendly decisions (Mintel 2016).

Currently, ASOS flaunts the ECO Edit, Sustainable designers and vintage clothing on the Marketplace while reducing their carbon footprint through packaging. All these resource saving and sustainable ideas need to be taken forward for the positive growth on the company.

The growing on-demand culture with a single click through the internet has established the ‘Straight to You’ model. Also the advancements in wearable technology and limited display limitations such as Apple watches, has encouraged retailers to enhance their customer experience through ‘One Click’ (Mintel 2016).

The brand must keep up-to-date with latest technologies and incorporate them for consumer convenience.

Fig 34. Social and cultural trends table. (Author 2016)

SOCIAL AND CULTURAL TRENDS

35

Smart phone owners and GPS technology has encouraged the Beacon Technology for use within retail to add customer experience (Mintel 2016). This will

appeal to ASOS customers who are tech savvy and an innovative way to bring experiences to an online retailer.

Virtual reality is a 360-degree virtual world gives a one off experience to consumers and is set to rise in popularity in the next 3-5 years and can be affordable

as they can be made out of cardboard. It has been used by brands such as The North Face and Rebecca Minkoff (WGSN 2015). This will bring a new technology to the tech savvy millennial target consumer who buys at ASOS.

Fig 35 iBeacon technology (Harman 2014). Fig 36 Virtual reality headset (Rebeccaminkoff.com 2016).

TREND PREDICTIONS

36

OBJECTIVES

SMART OBJECTIVES

70% of millennials believe that

new technology makes their liveseasier (REFERENCE). The goal is forASOS to engage with newtechnologies to increase appeal to

this segment which has been dividedinto two groups: cosmopolitans andtech-savvy by building the brand’stotal social media engagement by

2.5% (427,500) after twelveweeks (Author, 2016).

Increase the customerretention by 1.5% bythe second week.

Add sales value to overall revenue of £194,430 through selling 7020 units at the end of a 6-week sales period.

Fig&37.&Look&book&image&(Author&2016)

38

STRATEGY

According to Kotler, market segmentation is dividing a marketinto distinct groups of buyers who have different needs,characteristics, or behaviours, and who might require separateproducts or marketing programs. (2013)

DEMOGRAPHICSAge Group: 18-35 Gender: Male and Female Family Size: SmallSelf-Identity: Single/In a RelationshipStage of Family Social Background Monthly Spare: £500-£700Occupation: Entry-LevelEducation: Bachelor DegreeNationality: British, American, European

GEOGRAPHICSCountries: Shipping to 200 countries worldwideTarget of metropolitan cities

PSYCHOGRRAPHICSSocial Grade: Socialising Young Renters, Younger Professionals in Smaller Flats, Student Life [Category D and E of Rising Prosperity; Category K of Financially Stretched] (ACRON, 2016)Hobbies & Activities: Shopping,Social Media, Exercising, SocialisigWardrobe: TopShop, Zara, H&M, MissguidedDevice Brands: Apple & SamsungPersonality Type: Trend Driven,Ambitious Spending Attitude: Cost Conscious

Fig 38. (Author, 2016) Segmentation table. Information from (ACORN, 2016)

SEGMENTATION

40

Savvy Shopper:

I. Men and women aged between 18-32; low to middle income (£10,335 -£27,885).

II. Keeps abreast with current fashion and technological trends, frequent shopping habits (3-8 times per month).

III. Acquire their information through digital mediums as opposed to “traditional”, such as: blogs, social media, online periodicals.

IV. 33% of millennials rely mostly on blogs before they make a purchase, compared to fewer than 3% for TV news, magazines and books. (Schawbel, 2016).

Cosmopolitan:

I. Men and women aged between 24-35 with a middle to high income (£27,885 -£52,650).

II. Technologically sophisticated; “they use modern technology regardless of their level of localised ethnic identity” (Quirks, 2016). They share interests in diversity, social responsibility and sustainability.

III. They are influencers in their social circle, and are interested in engaging in new trends, product launch and brand initiatives.

IV. 87% of millennials use between two and three tech devices at least once on a daily basis. 39% are either very or completely likely to purchase a tablet computer in the next five years, while 30% are for wearable devices (Schawbel, 2015)

V.75% said that it’s either fairly or very important that a company gives back to society instead of just making a profit. (Schawbel, 2015)

Fig&39&ASOS&segment.&(Youtube.com&2015)

TARGETING

41

Fig 40. and 41. ASOS plugged in competitor perceptual positioning map. (Author 2016)

POSITIONING

42

Fig&42.&ASOS&plugged&in&competitor&perceptual&positioning&map.&(Author&2016)43

BRAND AESTHETIC PRICE CONSTRUCTION PRODUCT CONCEPT BRAND WEAKNESS

ASOS

An online fast fashion

website selling own brand and other branded

products.

£5-£50

A gender neutral collection

with infused technology using interactive iBeacons

(Author 2016).

The novelty of iBeacons

could be for a short time period (Author 2016).

ZARA An Inditex brand selling

affordable fast fashion. £9.99-29.99

A basic genderless

collection (Colon 2016).

The collection is seen as

typical 'menswear' that women can also wear

(Chung 2016)

H AND M Fast and affordable Swedish

fashion brand. 7.99-79.99

A Sustainable fashion line

using natural resources (H&M 2016)

25% of clothing is still made

in Bangladesh, which has the lowest minimum wage in the

world (Whitehead 2015).

CO

MPE

TITO

R A

NA

LYSI

S

44

BRAND AESTHETIC PRICE CONSTRUCTION PRODUCT CONCEPT BRAND WEAKNESS

TOMMY HILFIGERDesigner lifestyle brand

with an American preppy style.

£408-£408A solar Panel jacket that

can charge your mobile device (Starr 2014).

The high price may put

customers off purchasing the jacket (Author 2016).

RALPH LAUREN A luxury heritage clothing

and lifestyle brand. £110-£200

The Polo tech range

allows consumers to discover their heart rate

e.t.c when working out in the collection (Goode

2015)

This range is only

available as menswear, which minimizes their

market (Author 2016).

Fig 43. Competitor analysis table. (Author 2016)

45

TACTICS

Fig&44.&Product&range.&(Author&2016)&

Our capsule collection consists of twenty pieces. It is a gender neutral range made with a combination of traditional and innovative materials.

PRODUCTS

47

A beacon located inside the care label, which would provide customers with a short-term engaging content and exciting easy to use new technology

• Eliminates paper tags entirely (ASOS will showcase its efforts to become a more sustainable and environment-friendly brand)

• Mix of innovative materials, such as neoprene and scuba with sustainable ones, i.e. linen, hemp, organic cotton will provide a fresh and

modern look• Limited-edition capsule collection incorporating forward-looking

silhouettes with a touch of nature in cooperation with technology embodies modern day lifestyle with millennials being a ‘browsing’, engaged and tech-savvy culture with an emerging connection and

concern for nature

Fig 45. Beacon technology. (Estimote.com)

UNIQUE SELLING POINT

48

Entry Price

Exit Price

£5.00 - Tote Bag£7.00 - Scarf£10.00 - Short Sleeve Double Stripe T Shirt£12.00 - Short Sleeve Box Fit T shirt£15.00 - Print Short Sleeve Natural Fit T Shirt£17.00 - Print Long Sleeve Natural Fit T Shirt£25.00 - Cropped Wool Blend Trousers£27.00 - Hooded Jersey£30.00 - Kimono£30.00 - Slim Cut Jeans£30.00 - Boyfriend Jeans£30.00 - Cropped Lined Trousers£30.00 - Plain Box Shirt£30.00 - Mandarin Collared Shirt£40.00 - Roll-Top Rucksack£40.00 - Workwear Jacket with Large Pockets£40.00 - Neoprene Jumper£45.00 - Long Tailored Belted Coat£50.00 - Bomber Jacket£50.00 - Holdall

The price point of the garments in our capsule collection have been placed in the middle of ASOS's garment price range. The price is set

high enough in order to cover the costs of the sustainable and ethically sourced materials as well as the input of the iBeacon's however is still low enough to attract the 20 something

consumer. The detailed range plan with costings is in Appendix 5.

Fig 46. Price architecture. (Author 2016)

PRICE

49

I. ASOS has a very reputable customer care team. The team will be informed on any technical enquiries they may receive from customers regarding the iBeacon's.

II. On the ASOS Youtube, Facebook and Instagram there will be informative advertisement videos on how the iBeacon's work and how to use them to their maximum potential.

III. ASOS insiders will also post on top tips about the iBeacon's and their uses.

Fig&47.&People.&(Pinterest&2016)

PEOPLE

50

I. The capsule collection will have its own section in the product options labelled as ‘ASOS plugged in’

II. The collection is available to purchase at the launch event.III. The beacon inside the item of clothing leads to the app where

you are also able to purchase the collection.

Fig 48. Place. (Author 2016)

PLACE

51

PROMOTION

FKA Twigs will be the brand ambassador of the collection as she represents the target market. Dazed magazine has named her "The sound of future music", relating to the collections’ futuristic theme (Noakes 2015). FKA Twigs has even justified herself as

appealing to people who want something different.

As one YouTuber commented on her video for “How’s That”: ”You’re listening to 2046.” (Lamont 2014) This perception of FKA twigs as a musician aligns extremely well with our collection concept, as we are essentially promoting a futuristic design based

line.

Fig&49.&FKA&Twigs&board.&(Author&2016)

BRAND AMBASSADOR

53

WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6

Introducing and

styling the ASOS plugged in collection

hosted byASOS insiders Ashley

and Alice.

Top Tech Picks 2017

(from current ASOS assortment) hosted by

ASOS all access Sarah Ashcroft and blogger

Martell Campbell.

Being eco-friendly.

Tips (i.e. bring your own coffee cup & have a

10% discount at Starbucks - possible

collaboration) hosted

by blogger Fashion Hedge and ASOS

insider Jono.

How to take your look

from day to night (i.e. how to style a suit for a

party after work) Hosted by ASOS insiders

Dennis for men and

Gamze for women.

FKA twigs (brand

ambassador) tells all her Top Picks from the

ASOS plugged in collection.

Recycling old

garments (DIY styling tips, how to cut and

remake clothes from the collection into different

ones) Hosted by ASOS

insiders Luce and Debbie.

Fig&50.&App&weekly&video&content.&(Author&2016)

As a part of our Marketing Communications plan 6 weekly videos which will be published on ASOS Youtube channel and also be available to watch through a certain section in the ASOS app dedicated to the new collection.

This soft selling method will maintain customer engagement, encourage garment usage and remind about the collection.

PROMOTIONAL CONTENT

54

This storyboard shows the structure of the first ASOS video that will be available on the app for the consumers who purchase the collection.

Fig 51. Storyboard. (Author 2016).

STORYBOARD

55

56Fig&53&Lookbook.&(Author&2016)

57

58

59

60

MARKETING

COMMUNICATIONS

62

SAVVY SHOPPER COSMOPOLITAN EXISISTING CUSTOMER

PRIMARY MESSAGE

▹ Social Media: YouTube, Snapchat, Pinterest, FacebookeMail Campaign

▹ Website/Mobile App

▹ Digital Media: Daily Mail, The Metro, The Evening Standard, The Guardian, Financial Times, The Independent, The Daily

Telegraph, BBC, The Economist, Elle Magazine, WIRED, VICE, Glamour, Dazed, i-D, Another Magazine, Digiday

▹ Print Media: ES Magazine, The Stylist, Cosmopolitan,

Glamour, Grazia, i-D, Metro, Telegraph, The Economist, ASOS Magazine, Esquire, GQ, VICE, Vanity Fair

▹ Social Media: Snapchat, YouTube, Facebook,

▹ Website/Mobile App

▹ eMail Campaign

▹ Physical Web

▹ Digital Media: Daily Mail, The Metro, The Evening Standard, The

Guardian, Financial Times, The Independent, The Daily Telegraph, The Sun, BBC, BBC Scotland, The Economist, ELLE Magazine,, VICE, Glamour, Dazed, i-D, Another Magazine, Man Repeller, Another

Magazine, Grazia, Stylist, Cosmopolitan

▹ Print Media: ES Magazine, Cosmopolitan, Glamour, GRAZIA, i-D,

Metro, Refinery29, Fashinista, Telegraph, The Economist, ASOS Magazine, Esquire, GQ, Vice, i-D, Vanity Fair, InStyle, Grazia, Stylist

▹ • Social Media: Snapchat, YouTube, Facebook, Instagram

▹ Website/Mobile App

▹ eMail Campaign

▹ Physical Web

▹ Digital Media: Daily Mail, The Metro, The Evening Standard, The Guardian, The

Independent, The Daily Telegraph,, BBC, BBC Scotland, ELLE Magazine, VICE, Glamour, Dazed, i-D, Another Magazine, Grazia, Stylist, Cosmopolitan, Cosmo

Girl

▹ Print Media: ES Magazine, Cosmopolitan, Glamour, GRAZIA, i-D, Metro, Refinery29, Fashinista, Telegraph, ASOS Magazine, GQ, Vice, i-D, InStyle, Grazia,

Stylist,

SECONDARY MESSAGE

▹ Social Media: Snapchat, Pinterest, Facebook, Instagram▹ eMail Campaign:

▹ Website/Mobile App▹ Digital Media: Daily Mail, The Metro, The Evening Standard,

The Guardian, Financial Times, The Independent, The Daily

Telegraph, BBC, BBC Scotland, The Economist, ELLE Magazine, WIRED, VICE, Glamour, Dazed, i-D, Another Magazine, Digiday

▹ Print Media: ES Magazine, The Stylist , Cosmopolitan, Glamour, GRAZIA, i-D, Metro, Refinery29, Fashinista, Telegraph, The

Economist, ASOS Magazine, Esquire, GQ, Vice, i-D, Vanity Fair

▹ Social Media: Snapchat, YouTube, Facebook,

▹ Website/Mobile App

▹ eMail Campaign

▹ Physical Web

▹ Digital Media: Daily Mail, The Metro, The Evening Standard, The

Guardian, Financial Times, The Independent, The Daily Telegraph, The Sun, BBC, BBC Scotland, The Economist, ELLE Magazine,, VICE, Glamour, Dazed, i-D, Another Magazine, Man Repeller, Another

Magazine, Grazia, Stylist, Cosmopolitan, Cosmo Girl

▹ • Social Media: Snapchat, YouTube, Facebook, Instagram

▹ Website/Mobile App

▹ eMail Campaign

▹ Physical Web

▹ Digital Media: Daily Mail, The Metro, The Evening Standard, The Guardian, The

Independent, The Daily Telegraph, BBC, BBC Scotland, ELLE Magazine, VICE, Glamour, Dazed, i-D, Another Magazine, Grazia, Stylist, Cosmopolitan, Cosmo

Girl

▹ Print Media: ES Magazine, Cosmopolitan, Glamour, GRAZIA, i-D, Metro, Refinery29, Fashinista, Telegraph, ASOS Magazine, GQ, Vice, i-D, InStyle, Grazia,

Stylist,

COMMUNICATION PLAN

*Primary Message: To highlight the capabilities of integrating technology within our routines, while amplifying the potential of up-coming technologies on our lifestyles.

*Secondary Message: ASOS is a forward-thinking establishment leading the way of blurring the lines between physical and digital lifestyle experiences.

Fig 54. Drip Table. (Author 2016)

DRIP MODEL

63

Fig 55 Process Table (Author, 2016)

PROCESS

64

1

2

4

3

5

Fig 56 Physical ambience. (Author 2016)

PHYS

ICA

L A

MBI

ENC

E

65

ACTION

Fig 57. Gant Chart. (Author 2016)

SCHEDULE

67

Internal External• Marketing team- Market research

• Visual Merchandising Team- Website creation and App design

• Development

• Promotional content- Look book, Video, ASOS Likes Blogs

• ASOS Magazine content

• Logistics and courier

• Press release

• Printing and publishing of ASOS Magazine

• Event- Venue & catering

INTERNAL & EXTERNAL RESOURCES

68Fig&58.&Internal&and&external&resources&table.&(Author&2016)

BUDGET

69Fig&59&Budget&table.&(Author&2016)

CONTROL

! Driving sales by selling 7020 units at £194,430

! Raising engagement & awareness through social media (the usage of #PluggedIn throughout social media channels and Snapchat's geo filter) By increasing social media following by 2.5% (427,500)

! Raising traffic to web-site by attracting new segments of consumers: Cospomolitans and Tech Savvy – Unique IP Address

! Retain customer attention and increase repurchase rate by 1.5% with promotional content (ASOSlikes, Magazine, Social Media, e-mail marketing) –CRM system data

KEY PERFORMANCE INDICATORS

71

We will stick to current ASOS measuring strategy by estimating conversion rate through:

CONVERSION RATE

72

! Share of online traffic (using Google Analytics to measure search terms in search engines how many people visit the store daily? Did the number increased since launching the new collection? When are the peak hours?)

! Sales (How many units got sold? How many are we left with at the expiry date of the collection?)

! The Number of Followers On Social Media (Did we manage to attract new audience of tech-savvy consumers? Measuring interactions through followers, hashtags , direct mentions and re-posted content)

The aim of this report was to determine

whether there lay an opportunity to tap into a new consumer segment and explore a

new sector of the market . This objective was also set with the mindset of re-affirming

ASOS’s position as the number one

destination for ‘ 20 Something’s’ through propelling the company’s to the forefront of

innovation within the high-street market. The key messages that remained the

driving force for the collection were the

ASOS pillars of bravery, creativity, authenticity, fresh talent, individuality

and fashion for everyone.

From its inception, ‘ Plugged-In’ was

nurtured with the spirit of bravery and creativity at the foreground.

The conceptual intention was to provide the

ASOS consumer with an innovative, and adventurous method of blending two of the

most integral aspects of their lives: being fashionable at every step whilst always

being connected. The evidence provided

from our primary and secondary research shared a reoccurring theme. These were

that the target consumer held an invested interest in seeing both advanced, effortless

technologies being incorporated into

additional aspects of their lifestyles, while also seeing this integration realized through

an accessible high-street retailer.

Conclusively, in bringing together the

original aims of the concept together with the ASOS philosophy, the end result has

been a collection that seamlessly integrates two substantial attributes that resonate

throughout the lifestyles of the Millennial

consumer.As a result, ASOS will cement its position as

a pioneer within the fast-fashion market.

CONCLUSION

73

Fig&60.&ASOS.&(Hathaway&2016)

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Fig 13&Author&(2016)&ASOS&Women’s&pen&portrait,&own&work.UniversitycollegeLondon.com&(2016)&UCL.&Available&at:&https://platform.carbonculture.net/communities/ucl/30/ (Accessed&01&June&2016).Thompson.co.uk& (2016)&Magaluf.&Available&at:&http://www.thomson.co.uk/destinations/europe/spain/majorca/magaluf/holidaysZmagaluf.html (Accessed&01&June&2016).Denardo,&M.&(2016)&22&fashion&blogs&you&need& to&follow.&&Available&at:&(http://www.thefashionspot.com/styleZtrends/549973ZbestZfashionZblogs/#/slide/1 (Accessed&01&June&2016).

78

Fig&14&(Author&2016)&ASOS&Men’s&pen&portrait,&own&work.Twitter.com&(2016)&London&Economics,&LE.&Available&at:&https://twitter.com/londoneconomics&(Accessed&01&June&2016).Reflectim.com&(2016)&Ayers&Rock&Australia.&Available&at:&http://reflectim.com/tourism/ayersZrockZaustralia/&(Accessed&01&June&2016).Fashiondesignlist.com&(2016)&Best&male&fashion&blogger.&Available&at:&http://fashiondesignlist.com/fashion/bestZmaleZfashionZblogger&(Accessed&01&June&2016).

Fig&15,&16&and&17&Author&(2016)&ASOS&competitors&perceptual&positioning&map,&own&work.

Fig&18&Author&(2016)&ASOS&Objectives,&own&work.ASOS.com&(2016)&ASOS&likes&love.&Available&at:&https://likes.asos.com/wpZcontent/uploads/2016/02/asosZlikesZloveZfeatureZ1280x1280.jpg&(Accessed&24&May&2016).ASOS.com&(2014)&Day&at&the&races.&Available&at:&http://fashionfinder.asos.com/fashionZtrends/womensZss14/whatZtoZwearZto/theZracesZ734&(Accessed&24&May&2016).Webandluxe.com&(2010)&ASOS&arrive&en France!&Available&at:&http://www.webandluxe.com/10/2010/asosZarriveZenZfrance/&(Accessed&24&May&2016).

Fig&19.&Author&(2016)&Mens wear&and&Womens wear&Price&Architecture&Model,&own&workASOS.com&(2016)&ASOS.&Available&at:&http://www.asos.com/women/&(Accessed&02&June&2016).

Fig&20.&Author&(2016)&Promotion& table,&own&work.ASOS.com&(2016)&ASOS&AZlist.&Available&at:&http://www.asos.com/customerZservice/customerZrelations/aZlist/howZitZworks?CTARef=dephed|MW|findout|alist&(Accessed&01&June&2016).Hamanaka,&K.&(2015)&Fame&and&partners,&ASOS&team.&Available&at:&&http://wwd.com.arts.idm.oclc.org/retailZnews/directZinternetZcatalogue/fameZandZpartnersZasosZteamZ10100158/(Accessed&01&June&2016)Azhar,&R.&(2015)&ASOS&collaborates&with&federation&brand.&Available&at:&http://wwd.com.arts.idm.oclc.org/fashionZnews/fashionZscoops/asosZtextileZfederationZ10136517/ (Accessed&01&June&2016).&Strugatz,&R&(2014)&Fashion&2.0&awards&honor&Marc&Jacobs,&ASOS.&Available&at:&http://wwd.com.arts.idm.oclc.org/fashionZnews/fashionZscoops/fashionZ20ZawardsZhonorZmarcZjacobsZasosZ7607297/ (Accessed&01&June&2016).&Tmisource.com&(2011)&ASOS&magazine.&Available&at:&https://tmisource.com/tag/asosZmagazine/ (Accessed&01&June&2016).&Brassfield,&M&(2011)&Summer&fun&editorials.&Available&at:&http://www.trendhunter.com/trends/asosZmagazineZjuneZ20111 (Accessed&01&June&2016).&ASOS.com&(2016)&ASOS&shopping&app.&Available&at:&http://www.asos.com/MobileZSiteZPromo/Cat/pgehtml.aspx?cid=12137 (Accessed&01&June&2016).WGSN&(2011)&ASOS&magazine&launches&on&iPad.&Available&at:&http://www.wgsn.com.arts.idm.oclc.org/content/search/#/asos%2520magazine%2520launches%2520on%2520ipad(Accessed&03&June&2016).WGSN&(2012)&ASOS&introduces&can&to&shop&magazine&pages.&Available&at:&http://www.wgsn.com.arts.idm.oclc.org/content/search/#/asos%2520introduces%2520scan%2520to%2520shop(Accessed&03&June&2016)WGSN&(2011)&ASOS&makrketplace:&first&year&success.&Available&at:&http://www.wgsn.com.arts.idm.oclc.org/content/search/#/asos%2520marketplace (Accessed&03&June&2016).WGSN&(2011)&Nivea&and&ASOS&campaign:&best&practice.&Available&at:&http://www.wgsn.com.arts.idm.oclc.org/content/search/#/nivea%2520and%2520asos%2520campaign (Accessed&03&June&2016)&

79

Fig&21.&ASOS.com&(2016)&Mens new&in.&Available&at:&http://www.asos.com/men/newZinZclothing/cat/pgecategory.aspx?cid=6993&via=top (A&

Fig&22.&Micallef,&L.&(2016)&ASOS&packaging.&Available&at:&http://lizmicallef.co.uk/workZ2 (Accessed&03&June&2016).

Fig&23&Author&(2016)&Opportunity& in&the&market,&own&work.Morrison,&K.&(2015)&Survey:&90%&of&millenials believe&technology&creates&more&opportunity.& Available&at:&http://www.adweek.com/socialtimes/surveyZ90ZofZmillennialsZbelieveZtechnologyZcreatesZmoreZopportunity/629145 (Accessed&03&June&2016).&Forbes.com&(2016)&Welcome.&Available&at:&http://www.forbes.com/forbes/welcome/#574d2e8228a8 (Accessed&03&June&2016).Digicapital.com&(2015)&Augmented/Virtual&reality&to&hit&$150&billion.&Available&at:&http://www.digiZcapital.com/news/2015/04/augmentedvirtualZrealityZtoZhitZ150ZbillionZdisruptingZmobileZbyZ2020/ (Accessed&03&June&2016).Deloitte.com&(2016)&Trailing&millenials are&the&pro&PC.&Available&at:&http://www2.deloitte.com/global/en/pages/technologyZmediaZandZtelecommunications/articles/tmtZpred16ZtechZmillennialsZproZpcZnotZpostZpc.html (Accessed&03&June&2016).&WGSN&(2016)&Gender&neutral&denim.&Available&at:&http://www.wgsn.com.arts.idm.oclc.org/content/search/#/gender%2520neutral%2520denim (Accessed&03&June&2016).&

Fig&24&Author&(2016)&concept,&own&work.&

Fig&25&Author&(2016)&Range&plan&moodboard,&own&work.

Fig&26Z30&Author&(2016)&integration&in&phones,&own&work.

Fig&31Z32&Author&(2016)&Value&tables,&own&work.

Fig&33&Author&(2016)&SWOT&table,&own&work.

Fig&34&Author&(2016)&Social&and&cultural&trends&table,&own&work.Mintel&(2016)& Sustainable&by&a&need&not&a&choice.&Available&at:&http://academic.mintel.com.arts.idm.oclc.org/trends/#/trend/581897(Accessed& 01&June&2016).&Spedding,& E.&(2016)&Met&Gala&2016:&Emma&Watson.&Available&at:&http://www.telegraph.co.uk/fashion/events/metZgalaZ2016ZemmaZwatsonZwearsZaZcalvinZkleinZdressZmadeZfromZr/ (Accessed& 01&June& 2016).&Mintel&(2016)& Straight&to&you.&Available&at:&http://academic.mintel.com.arts.idm.oclc.org/trends/#/trend/742549 (Accessed& 01&June& 2016).&

80

Fig&35&Harman,&C.& (2014)&The&low&down&on&iBeacons.&Available&at:&https://calvium.com/2014/04/ibeaconsZandZble/ (Accessed&02&June&2016).

Fig&36&Rebeccaminkoff.com&(2016)&Rebecca&Minkoff VR&headset.&http://www.rebeccaminkoff.com/virtualZheadset (Accessed&02&June&2016).&

Fig&37.&Author&(2016)

Fig&38.&Author&(2016)&Segmentation&table,&own&work.&Acorn.caci.co.uk& (2016)&Acorn&user&guide.&Available&at:&http://acorn.caci.co.uk/downloads/AcornZUserZguide.pdf (Accessed&03&June&2016).Adamwhitcroft.com&(2016)&New&York.&Available&at:&http://adamwhitcroft.com/offscreen/img/PNG/newZyork.png (Accessed&03&June&2016).&

Fig&39&Youtube.com&(2015)&Daisy&Ridley&and&John&Boyega&interview.&Available&at:&https://www.youtube.com/watch?v=FDLBs_CTFCA (Accessed&02&June&2016).

Fig&40,&41&and&42&Author&(2016)&ASOS&plugged&in&competitor&perceptual&positioning&map,&own&work.&

Fig&43&Author&(2016)&Competitor&analysis&table,&own&work.Goode,&L.&(2015)&Ralph&Lauren’s&‘smart’&shirt.&Available&at:&http://www.theverge.com/2015/8/20/9178923/ralphZlaurensZpolotechZsmartZshirtZisZtheZultimateZpreppyZtech (Accessed&02&June&2016).&Starr,&M&(2014)&Tommy&Hilfiger&launches&solar&panel&jackets.&Available&at:&http://www.cnet.com/uk/news/tommyZhilfigerZlaunchesZsolarZpowerZjacketsZtoZchargeZyourZphone/(Accessed&02&June&2016).Colon,&A.&(2016)&Zara&just&rolled&out&a&genderZneutral&collection.&Available&at:&&http://www.refinery29.uk/2016/03/105331/zaraZgenderlessZclothingZlineZ2016 (Accessed&02&June&2016).&Chung,&M.&(2016)&Zara&launches&gender&neutral&clothing&line&named&‘Genderless’.&Available&at:&http://www.huffingtonpost.ca/2016/03/04/zaraZungendered_n_9386004.html(Accessed&02&June&2016).&H&M.com&(2016)&About&H&M&conscious.&Available&at:&http://about.hm.com/en/About/sustainability/hmZconscious/conscious.html (Accessed&02&June&2016).&Whitehead,&s.&(2015)&H&M’s&conscious&collection?&Don’t&buy& into&the&hype.&Available&at:&http://www.huffingtonpost.com/shannonZwhitehead/hmsZconsciousZcollectionZ_b_7107964.html (Accessed&02&June&2016).

Fig&44&Author&(2016)&Product&range,&own&work.

Fig&45&Estimote.com&(2016)&How&do&beacons&work?&The&physics&of&beacon&tech.&Available&at:&http://blog.estimote.com/post/106913675010/howZdoZbeaconsZworkZtheZphysicsZofZbeaconZtech(Accessed& 02&June&2016).&

Fig&46&Author&(2016)&ASOS&plugged&in&price&architecture,&own&work.&

Fig&47&Pinterest.com&(2016)&60&most&popular&fashion&pins.&Available&at:&&https://uk.pinterest.com/pin/495325658998415456/ (Accessed&03&June&2016).&

81

Fig&48&Author&(2016)&ASOS&on&mac&mock&up,&own&work.Dogoilpress.com&(2016)&Mac.&Available&at:&http://www.dogoilpress.com/data/wallpapers/5/FDS_367475.png&(Accessed&02&June&2016).ASOS.com&(2016)&ASOS&homepage.&Available&at:&http://www.asos.com/women/?via=top&(Accesed02&June&2016).

Fig&49&Author&(2016)&FKA&Twigs&board,&own&work.Theyoungturks.co.uk (2016)&FKA.&Available&at:&http://theyoungturks.co.uk/store/view/ep2& (Accessed&03&June&2016).Jones,&D.&(2015)&6&things&we&know&about&FKA&Twigs.&Available&at:&http://www.dazeddigital.com/music/article/24993/1/sixZthingsZweZknowZaboutZfkaZtwigsZmelissaZep&(Accessed&03&June&2016).Leaper,&C.&(2014)&FKA&Twigs:&5&cool&things&you&need& to&know.&http://www.marieclaire.co.uk/news/celebrity/547272/fkaZtwigsZwhoZisZshe.html&(Accessed&03&June&2016).Gettyimages.co.nz (2015)&Oshegamusic&and&arts&festival&2015.&Available&at:&http://www.gettyimages.co.nz/detail/newsZphoto/twigsZperformsZonZdayZ1ZofZtheZosheagaZmusicZandZartZnewsZphoto/482607718& (Accessed&03&June&2016).

Fig&50&Author&(2016)&App&weekly&video&content,&own&work.

Fig&51&Author&(2016)&Storyboard,&own&work.ASOS.com&(2016)&ASOS&Insiders.&Available&at:&http://www.asos.com/discover/personalZstylist/&(Accessed&01&June&2016).Cleanorganisedfamily.com&(2016)&How&to&wash&white&clothes.&Available&at:&http://www.cleanZorganizedZfamilyZhome.com/washZwhiteZclothes.html#sthash.e4kuuUBI.dpbs (Accessed&01&June&2016).&Aliexpress.com&(2016)&Wholesale&Bluetooth&beacon.&Available&at:&http://www.aliexpress.com/store/product/WholesaleZRoundZibeaconZModuleZwithZibeaconZfirmwareZibeaconZSDKZAndroidZIOSZAPPZforZBluetoothZibeacon/112397_32310680601.htmlYoutube.com&(2015)&Daisy&Ridley&and&John&Boyega&interview.&Available&at:&https://www.youtube.com/watch?v=FDLBs_CTFCA (Accessed&01&June&2016).&Youtube.com&(2016)&ASOS.&Available&at:&https://www.youtube.com/user/ASOSfashion/videos (Accessed&02&June&2016).&

Fig&52&Author&(2016)&Primary&and&secondary&message&table,&own&work.

Fig&53&Author&(2016)&Lookbook,& own&images.

Fig&54&Author&(2016)&Drip&table,&own&work.&

82

Fig&55&Author&(2016)&Process&table,&own&work.&Gillikin,&J&(2016)&Importance&of&logos&in&business.&Available&at:&http://smallbusiness.chron.com/importanceZlogosZbusinessZ577.html (Accessed&03&June&2016)ibeacon.com&(2016)&What&is&iBeacon?&Available&at:&http://www.ibeacon.com/whatZisZibeaconZaZguideZtoZbeacons/ (Accessed&03&June&2016).Ibeaconinsider.com&(2016)&Beacons&to&influence&$7.5&billion&in&millennial&spending.&Available&at:&http://www.ibeacon.com/beaconsZtoZinfluenceZ7Z5ZbillionZinZmillennialZspendingZthisZholidayZseason/ (Accessed& 03&June&2016).&

Fig&56&Author&(2016)&Physical&ambience,&own&work.

Fig&57&Author&(2016)&Gant&chart,&own&work.&

Fig&58&Author&(2016)&Internal&and&external&resources&table,&own&work.

Fig&59&Author&(2016)&Budget&table,&own&work.&

Fig&60&Hathaway,&S&(2016)&Rise&of&shoppable content&will&change&the&face&of&advertising.&Available&at:&&http://www.theguardian.com/mediaZnetwork/marketingZagenciesZassociationZpartnerZzone/riseZshoppableZcontentZretailZmarketing (Accessed&03&June&2016).&

Fig&61&Independent.co.uk (2016)&ASOS&models.&Available&at:&http://static.independent.co.uk/s3fsZpublic/thumbnails/image/2014/01/14/09/asosZcampaignZjpeg.png (Accessed&04&June&2016).&

Fig&62&(Author&2016)&ASOS&magazine&covers,&own&work.&&Trendhunterstatic.com (2011)&ASOS&mag&June&11th.&Available&at:&http://cdn.trendhunterstatic.com/thumbs/asosZmagazineZjuneZ20111.jpeg (Accessed&04&June&2016).&Fashiongonerouge.com (2016)&ASOS&magazine&Spring&2016.&Available&at:&http://www.fashiongonerogue.com/wpZcontent/uploads/2016/02/AmandlaZStenbergZASOSZMagazineZSpringZ2016ZCoverZPhotoshoot01.jpg (Accessed&03&June&2016).&Celebeat.com (2015)&Taylor&Swift&is&ASOS&magazine&cover&girl.&Available&at:&http://images.celebeat.com/data/images/full/3708/taylorZswiftZisZasosZmagazineZsZjanuaryZcoverZgirl.jpg(Accessed& 03&June&2016).&Thebestfashionblog.com (2013)&ASOS&September&magazine.&Available&at:&http://thebestfashionblog.com/wpZcontent/uploads/2013/07/ASOSZMagazineZSeptemberZ2013Z1.jpg (Accessed&03&June&2016).&&Wordpress.com (2012)&Azealia Banks&covers&ASOS.&Available&at:&https://loft965.files.wordpress.com/2012/12/azealiaZbanksZcoversZasosZmagazineZjanuaryZ2013.jpeg&(Accessed&03&June&2016)&Thesnobetter.com (2014)&Solange for&ASOS.&Available&at:&Theshttp://thesnobette.com/wpZcontent/uploads/2014/04/SolangeAsosZ1.jpg&(Accessed&03&June&2016).

APPENDIX

Appendix I&Author&(2016)&Survey&monkey.&Available&at:&https://www.surveymonkey.co.uk/r/82DM58P (Accessed& 01&June&2016).&The&survey&received&100&responses& after&being&shared&on&a&variety&of&social&media&platforms.&The&idea&was&to&get&feedback&from&our&target&audience&on&their&views&of&our&gender&neutral&collection&with&infused& technology.

Majority&of&the&audience&were&aged&18Z24.

78%&of&the&audience&were&female.Most&of&the&audience&shop&for&apparel&online&

0Z1&times&per&month.

Low&price&was&the&most&popular&answer.

56%&of&the&audience&would&possibly& buy&a&limited&edition&collection.

Over&half&of&the&audience&were&possibly& interested&in&connecting&clothing&and&technology.84

55%&voted&loyalty&programme'sand&discounts&and&50%&for&styling&

tips&and&videos.&

Majority&of& the&audience&said&they&were&possible&interested.

47%&voted&for&keeping&up& to&date&with&technological&trends,&and&44%&voted&for&digital&media&over&using&

traditional&methods.&

To&conclude,& the&results&show&that&the&audience&are&interested&in&our&technology& infused& clothing,&which&could&be&to&do&with&them&keeping&up&with&technological& trends.&It&is&clear&we&should&use&digital&media&to&

market&this&to&the&audience&as&it&is&what&appeals&to&them.&

85

WIDTH

TopsHigh&neck

Cami

Crop&Top

Blouses

T&shirts

Bodies

Long&Sleeved

Vests

DressesBody&con

Maxi

Mini

Midi

Skater

Shift

Wedding

SkirtsMaxi

Midi

Mini

Pencil

Skater

A&line

JacketsLeather&

Denim

Parka

Trench&coat

Raincoat

Bomber

Suede

TrousersCulottes

Cigarette

Wide&leg

Joggers

Skinny

Leggings

ShoesFlat

High&heel

Mid&heel

Trainers

Boots

Sandals

Knee&High

AccessoriesBags

Purses

Jewelry

Sunglasses

Hair&accessories

Belts

Socks&and&tights

SwimwearBikinis

Swimwear

Premium

Plus&size

Maternity

JeansSkinny

Mom

Boyfriend

Cropped

High&Waist

Flared

Appendix& II.&ASOS&Women&and men's&width&and&depth.

WOMEN’S WIDTH & DEPTH

86

WIDTH

T5shirtsPlain

Muscle&fit

Long&sleeved

Striped

Logo

Vests

JacketsBombers

Leather

Denim

Parkas

Quilted

Trench

ShoesBoots

Chelsea

Trainer

Sandals

Sliders

BottomsCropped

Chinos

Joggers

Cargo

ShortsDenim

Chino

Jersey

Smart

Cargo

AccessoriesBags

Belts

Hats

Jewellery

Sunglasses

Watches

Wallets

SwimwearBoard&shorts

Swim&shorts

Trunks

JeansExtreme&superskinny

Skinny

Ripped

Straight&fit

Appendix& II.&ASOS&Women&and&men&width&and&depth.&(Author&2016)

MEN’S WIDTH & DEPTH

87

Appendix& III ASOS&Men's&customer&profile&board.&(Author&2016)

MEN

’S

MO

OD

BOA

RD

88

WO

MEN

’S

MO

OD

BOA

RD

Appendix& IV&ASOS&Women's&customer&profile.&(Author&2016)89

Appendix& V& (Author&2016)&Price&range,&own&work.

PRICE RANGE

90

DEMONSTRATIONAL VIDEO

91Appendix& VI&(Author&2016)&ASOS&plugged&in&video,&own&work.

http://bit.ly/1U4GwWw

92Appendix& VII&(Author&2016)&ASOS&Press&release,&own&work.

FACT SHEETAppendix& VIII&(Author&2016)Fact&sheet,&own&work.

Fig&61&ASOS&models.&(Independent.co.uk&2016)

O V E R V I E W

10.7M active customers

16.5M social followers

62% of visits come from a mobile device

U.K sales up 25% and International

sales up 18% from 2015

Over 80,000 products available

3.3M site visits each day

Shipping available to 240

countries

1M new customers from 2015

6.5M customer queries within 6 months from

March 16

▷ More than 70% of Millennialsthink that new technology maketheir lives easier

▷ 77% out of 2,000 Millennials surveyedthought they would be less employableif they did not keep up withtechnological advances

▷ 52% of Millennials said that thetechnology a brand uses is themost important factor whenmaking a purchase

▷ More than a third of Millennialssurveyed (out of 3,000) said that theywould remain loyal to brands that areup-t—date with technology

▷ 57% of Millennials prefer anapp experience over a mobilebrowser

C U S T O M E R & T E C H N O L O G Y

I N I T I A T I V E S

▷ Partnered with BritishParalympic Associationto design formal andceremony wear forParalympic GB in Riod

de Janeiro, Brazil inSeptember 2016

▷ Cut the size andnumber of swingtickets attached to ourproducts, savingapproximately 7 tonnes

of cardboard annually

▷ Expanded our rural water catchment in Keyna to providewater to 7,000 local people each year making it easier forpeople to devote more time to education, enterprise, jobs &training

Fig&62.&ASOS&magazine&covers.&(Author&2016)

P R O J E C TB A C K G R O U N D

Appendix& XI&(Author&2016)&ASOS&project&background,&own&work.

FKA TWIGSThe personification of contemporary cool – this home-grown Brit has

brought an entirely new perspective on alternative sounds and futuristic aesthetics to the music industry.

Modern day Renaissance woman – a singer, dancer, director, fashion

muse and model has released three award wining EPs since 2012. and sweeped multiple awards for her aesthetically trailblazing videos.

Not only that but she’s the leading figure in forward looking fashion

field, hence the Fashion Innovator Award received in 2015 at the British

Fashion Awards.

INSIDERS ASOS Insiders can be found through Instagram with daily edits of

inspiration and fashion advice using clothing and products straight from the ASOS website. With thousands of followers on each account and

hundreds of likes on every photo uploaded, this proves that social media is the perfect platform to connect to a variety of customers

depending on their taste and style of clothing.

With these bloggers also posting product information on their blogs

which is linked through their Instagram account, it allows easy access to ASOS products as well as their Insider Page which provides their top

picks in clothing, accessories, shoes, and beauty.

@ASOS_Alice

@ASOS_Gamze

@ASOS_Alice

@ASOS_Alice

BLOGGERS Nonaffiliated bloggers (such as Sarash Ashcroft and Martell Campbell)

bring a significant amount of traffic to the website through their social media platforms as they feature products that are sold on ASOS.

Such collaborations work both ways as the bloggers get the the chance

to be the first ones to be introduced to ASOS new collections, initiatives, campaigns and events while ASOS get a wider audience of people

coming from the bloggers in addition to, more traffic to their website and social media sites.

ASOS L IKESASOS Likes is a blogging platform mainly used by the ASOS staff to

upload content pertaining to their ASOS magazine, trending stories, fashion and beauty news keeping the same quirky sense of aesthetics.

Content is divided into three sections:

1) Look hot, concentrating on the newest trends and style based

articles2) Be smart is based on interviews with fashion industry experts,

celebrity insight and discussion articles 3) Have fun recycles some of the articles published in the ‘Be smart’

category in addition to short funny pieces, based on topics, highly

relevant to 20-somethings

ASOS Likes allows the brand to communicate to their consumers what their employees think is interesting or funny which then helps the brand

to establish a deeper connection with the customers in a non-selling

way.

MarketplaceM A R K E T P L AC E

ASOS provides its customers with a separate tab which brings together

a variety of vintage boutiques and independent labels from all over the world. The marketplace allows small brands to not only gain attention,

but also promotes expansion and new worldwide customers. Brands also have the chance of entering a competition with ASOS with a grand

prize of £50,000 which allows under-the-radar brands to be discovered.

# A s S e e n O n M eUsing the #AsSeenOnMe hashtag through various forms of social media

platforms such as Instagram, Twitter, and Facebook allows ASOS customers to share how they styled an outfit using garments that are

sold on the website or provide an alternative garment that has a similar look. This kind of interaction between users promotes engagement with

the brand as they have the chance to be featured on the #AsSeenOnMe

webpage and gain recognition and possibly new followers on social media sites.

E CO - E D I T

Current ASOS sustainability efforts are showcased through their Eco-Edit

tab. Sourced from across the globe, clothes, accessories and beauty items are sold (Only available to women at the moment).