SlideShare a Scribd company logo
Fashion Marketing
Macro Environment
• European Economy out
  look Dismal
• Both E-Tailers launched
  in midst of the dot.com
  bubble bust
• Extending sales to
  World Markets
• Urban outfitter Founder
  Noted Republican
Macro Environment
Social                           Technological
Both e-tailer ASOS and Net-a-    • Both ASOS and Net-a-porter
porter carry an extended range     are e-taillers will invest heavily
of clothing including              in Technology and improving
• Evening Wear                     online platforms of Sale
• Sporty Casual Wear
                                 • Urban Outfitters Launched
Urban Outfitters lines are         online Stores in 2011, fairly
more hipster style                 new to the game.
• Everyday Clothing              • Acquiring distribution centers
                                   enabling faster delivery
• Casual Wear
Macro Environment
• All 3 Companies, have strong policy for the
  environment.
• E-tailers are more environmentally friendly,
  reduce the need for paper
• Top Shop are suing asos Copyright
  infringement through Marketplace sales of
  second hand Top Shop clothing.
• Navajo Native American suing Urban
  Outfitters for trademark infringement
• Both Asos and Net-a-porter
                      sell other brands from
Micro Environment
                      through the webpage.

                    • with Asos producing in
                      house designs and Net-a-
                      porter collaborating with
                      designers

                    • While Urban outfitter
                      merchandise there own
                      labels, also wholesales to
                      1,000 specialty stores
Intermediaries

• `net-a-porter , asos and
  urban outfitters product
  get sold on ebay



• Both Net-a-porter and
  asos, products are sold
  at sample sales
Competition
Marketing Ethics
• Ethical sourcing with a
  responsibility to their
  supply partners and
  customers
• Part of the ETI (Ethical
  Trade initiative
• Code of Conduct
  governs the Initiative
Marketing Ethics
• Hipster brand
  committed to recycling
  and protecting the
  environment
• Part of the Distributors
  take back scheme (DTS)
• Part of the Waste,
  Electrical and Electronic
  equipment (WEEE)
  agreement
Marketing Ethics
• Ethical Sourcing with
  Responsibility to
  customers and partners

• Stocking environment
  friendly clothing from
  brands such as Edun,
  creating a whole
  magazine issue.
Segmentation and Target Market
• Net-a-porter age 21-55 Female and Male
  Introduction of Mr. Porter Classes C1,B,A

• ASOS age range16-30 male and female Classes
  D, C2,C1,B

• Urban Outfitters age 16-30 Male and Female
  Classes C2,C1,B
Psychographic
• Net-a-porter customer will be very active
  leisurely with gym membership. Career driven
  enjoying luxury living a healthy, positive lifestyle
• ASOS customer student very in with fashion and
  trends, ambitious and enjoys life and parties
  having fun.
• Urban outfitters customer career driven enjoys
  festivals, educated, independent and homely
Behavioral
• Net-a-porter will has a loyal customer base, be
  a regular user. purchase throughout the
  month higher around pay day
• Asos customer will use the site regularly, The
  Customers are less loyal some maybe bargain
  hunter. Purchase 3-4 times a month
• Urban outfitters customers are committed and
  loyal, they will shop in-store or online up to 5
  times a week
Customer Analysis



• My name’s Natasha I am 25 and single.
• Works within Banking also developing her career.
• Like’s throwing dinners parties and fine dinning
• Loves exclusivity and quality clothing, “she always
  expects the best and Nothing less”
• Cares apart her long term goals and image
Customer Analysis




• Charlotte is 18 and studying a degree in media
• She enjoys going to the park and festivals with her boyfriend.
• Works part-time in a trendy boutique on Carnaby Street as a sales
  assistant
• She believes life is about having fun, and enjoys spending time with
  friends and family
• Nicky is 20 year old single
Customer Analysis
                      student, studying a degree
                      in fashion and PR
                    • She is not employed and
                      relies on her student loan
                      and parents for financial
                      support
                    • She like stylish affordable
                      fashion
                    • Her Image and education
                      are very important to her
Brand Identity

• Logo, Packaging Color
  palate: Black and white,
  grey.
• Typography and Editorial
  Style: layering of imagery,
  bold, direct, creative.
• Visual Style: very visual
  with products, urban,
  colorful, font: Times New
  Roman.
• Character: creative,
  trendy, funky, current,
  fun, young, interactive
• Tagline: The Free People's
Brand Identity
•   Logo.
•   Color palate: across all
    mediums is: Black, white, grey.
•   Typography and Editorial
    Style:
•   Visual Style: spacious,
    colourful, font: TODAY'S
    OUTFITS,
•   Character: Fun, trendy,
    young, developing.
•   Tagline: The fashion
    destination where you can
    shop over 850 brands,
    including vintage
•    Buy your favorite hair and
     beauty brands
•     create and share looks, keep
     up-to-date with street style
     and catwalk reports and even
     sell your fashion cast-offs via
     ASOS Marketplace.
Brand Identity
•   Net- a-porter.com:
•   Logo.
•   Packaging.
•   Color palate: Black and
    white.
•   Typography and Editorial
    Style: minimal, clean cut,
    precise, spacious
•   Visual Style: spacious,
    black and white, font: Arial
•   Character: Classic, formal,
    trendy, current, premium,
    extravagant.
•   Tagline: The world's
    premier online luxury
    fashion
Customer Service
• Offer free delivery depending on how much you spend,
  and delivery dates
• Have a dedicated telephone line for online order issue
• Operate a good exchange and returns policy
• Have a dedicated twitter page where you can
  @asos_helps
• All email to Customer Service are responded to within
  a certain given time frame
• Puts the customer first
• Offers Yearly subscription delivery discount scheme
Customer Service
• Offers Premiere same day delivery service at a
  cost
• Customer service dedicated phone for UK and
  international, positive reviews
• Clear Customer returns and exchanges policy
  clear explanation on webpage
• Developed social app to keep up with the
  customers
• Partnership with eGain to improve customer
  service experience
Customer Service
• Creating a positive in-store environment for sales
• Helping customer obtain items not available in-
  store
• Impeccable customers services reviews in Flat
  Iron store
• Return and exchange policy within 30 days both
  in-store and online
• Dedicated customer service phone lines for
  online help and support
Visual Merchandising
•   Product promoting with “page
    appeal”

•   Asos produces a monthly magazine
    which they send to regular
    customers

•   Use visual imagery heavily on
    there landing page, and
    maintained through out there web
    page

•   Website items include a catwalk
    feature so you can see what the
    garments look like on an actual
    person

•   Usage images to promote
    themselves on social website such
    as instagram and Facebook
Visual Merchandising

•   High end products may have been
    seen in-store or on the catwalk
•   Magazine style shopping
    experience
•   Editorial content working to
    reinforce consumer engagement
•   Editorial also drive sales and
    provides them with a creative
    voice
•   Store front visual displayed on
    landing page
•   Use of innovating and eye catching
    styling
•   Use of augmented reality “ Pop up
    window shop” Image recognition
    technology
•   Mobile apps develop to reinforce
    visual content
Visual Merchandising
•   Themed window display
•   Use of promotional display “mid
    season sale”
•   As a multichannel retailer they
    offer, two platforms of visual
    merchandising in-store and online
•   Usage of their building and interior
    displays to entice consumers to
    purchase
•   With each store having unique and
    individual décor
•   Usage of there summer catalogue
    online to reinforce the product
•   Urban outfitter Community page
•   Which encourages users to share
    looks and blog.
SWOT

                                                        Weaknesses
               Strengths                   - Competitors can entice consumer with
         - Loyal customer base                       superior products
             Cult following                  -Availability of substitute products,
- Strong brand name recognised worldwide   - maintain lower prices then competitors
   - Sister company to Anthropologies      - Volatile markets can affect supply and
        Established Hipster brand                           pricing




                                                           Threats
             Opportunity                   -Economic slowdown major effect on
- Can develop company by merging to          “middle market’ retailing industry
  expand growth within their online          - Competition can lower price for
        markets to company                          similar products
    -Launching discount store at a         - Keep apace of consumers need for
         multichannel level                           fast fashion.
Swot
 • Competitive advantage through
   the use of unique selling points                               •-Staff are less established in role and
 • Trend focused                                                           need to develop there skills.
 • Loyal customer base                                                            • High inventory stock
 • Correlation between current                                        • Slow down of the economy and
   fashion culture and what is                                       uncertain euro future can have an
   provided                                                             impact on the way people shop
 • Innovative marketing technique                                 • Sales online are down compared to
                                       Strengths     Weaknesses                       this time last year
 • Provide wide range of lines, with
   options.




• Continual development of online
  and mobile platforms                 Opportunity     Threats      • Lack of “brick and mortar store “
• Become a bigger name globally to                                           may be a turn off to some
  attach new customer                                                                       customers
• More supply to emerging markets                                        • Returns policy may not be t
• Business and Product development                                                      everyone liking
• Expand width and depths of the                                   • Negative publicity through online
  range                                                                     forums and search engines
Swot
              Strengths
              Strengths
  - Strong consumer base within UK                      Weaknesses
- Products are updated regularly up to      -The lack of a physical location can put
       500 new items per week                         some shoppers off
- Take advantage ok consumer need for       - exchange policy need to be adapted
              fast fashion
                                            - Customer service once package is in
  Recognised as a leading online high               transit can be poor
            street e-tailer
                                             Items quality may lead to disappoint
 - Works with there customer s using                 once items received
            social media




               Opportunity                                    Threats
                                                Shopping online has fallen since the
    -Globalisation that will be quick and
                                                       same time last year.
                 profitable
                                               Uncertain European crisis give dismal
      - Focus on International Markets
                                                  outlook for European markets
     - Integrated languages through the
                                               Customer focus early 20’s can exclude
              fashion platforms
                                                        other age ranges
        Increase production volume
Recommendation
As asos has such a young market there
physical store would need to be as
follows;
• Demographically viable
• Places with high foot patrol
• Attract a good customer following

Westfield Stratford
• New and hip
• Similar priced stores
• Have leisure amenities, making it
   more likely for young consumer to
   hang out there

Oxford Street
• World famous shopping
   street/asos being New innovative
   UK brand
• High foot patrol
Recommendation
Net-a-porter customers are more up market,
enjoying the finer things in life
Have an eye for luxury quality goods
therefore the store has to be
•   Demographically viable
•   High foot patrol, with the ability to
    attract new customers

New Bond Street
•  Prestigious area
•  Recognised name
•  Attracting new customer base

One new change Shopping Centre
St Paul's)
•    Innovative new and cutting edge
     shopping center
•    Sleek new retail experience for higher
     end shoppers

The Village Westfield ( Shepherds Bush)
•   Well established shopping complex
•   Innovative shopping experience
•   Work with customer service within the
    Village for customer experience tailored
    to their needs
The End

More Related Content

PDF
Introduction to fashion industry
PPTX
Fashionterminology
PPT
structure of Apparel Industry
PPTX
Tommy hilfiger suppy chain mgt.
PDF
Fashion retailing study material
PDF
Fashion marketing and its role.
PDF
Fashion Retail Management
PPTX
Mango globalization
Introduction to fashion industry
Fashionterminology
structure of Apparel Industry
Tommy hilfiger suppy chain mgt.
Fashion retailing study material
Fashion marketing and its role.
Fashion Retail Management
Mango globalization

What's hot (20)

PPT
Fashion marketing concepts
PPT
Fashion and forecasting
PDF
Fashion forecasting process
PPTX
H & m case study
PPT
Fashion forecasting and fashion industry
PPTX
Sourcing in textile industry
PPT
Bdft ii, fashion movement, fcpr, unit-i,ii,iii
PDF
Visplay - Visual Merchandising Guidelines
PPTX
Versace
PPSX
PDF
Apparel Buying and Sourcing House Presentation
PPT
Moda!
PDF
Biba collection
PDF
FINAL REPORT pdf
PPTX
DOC
Zara segmentation by
PPTX
Burberry: A Study on the Brand
PDF
fashion forecasting for levele 3.pdf
PPTX
Production Planning & Merchandising
Fashion marketing concepts
Fashion and forecasting
Fashion forecasting process
H & m case study
Fashion forecasting and fashion industry
Sourcing in textile industry
Bdft ii, fashion movement, fcpr, unit-i,ii,iii
Visplay - Visual Merchandising Guidelines
Versace
Apparel Buying and Sourcing House Presentation
Moda!
Biba collection
FINAL REPORT pdf
Zara segmentation by
Burberry: A Study on the Brand
fashion forecasting for levele 3.pdf
Production Planning & Merchandising
Ad

Viewers also liked (18)

PDF
Understanding the Gray Market Strategy
PPTX
Grey market
PPT
Chapter 1 Fashion Marketing
PPTX
Fashion Marketing 2016
PPTX
Fashion marketing on line
PPT
Fashion marketing basics
PPTX
E commerce market research
PDF
Part 2 Competitor Research.compressed
PDF
How to use social media for marketing your music business (Midemnet 2010)
PPTX
Music Business School Marketing Presentation
PPTX
How to Promote Your Music Online: A Social Media Guide for the Musician
PDF
30 Minute Social Media Marketing - Bonus Chapter by Susan Gunelius
PDF
Independent Music Marketing
PPTX
Major Vs Independent Record Labels
PDF
Mike King | SearchLove San Diego, 'Automation Demystified'
DOCX
Analysis of the Grey Market
PPT
Gray market - An introduction
DOCX
Music marketing plan executive summary
Understanding the Gray Market Strategy
Grey market
Chapter 1 Fashion Marketing
Fashion Marketing 2016
Fashion marketing on line
Fashion marketing basics
E commerce market research
Part 2 Competitor Research.compressed
How to use social media for marketing your music business (Midemnet 2010)
Music Business School Marketing Presentation
How to Promote Your Music Online: A Social Media Guide for the Musician
30 Minute Social Media Marketing - Bonus Chapter by Susan Gunelius
Independent Music Marketing
Major Vs Independent Record Labels
Mike King | SearchLove San Diego, 'Automation Demystified'
Analysis of the Grey Market
Gray market - An introduction
Music marketing plan executive summary
Ad

Similar to Fashion Marketing (20)

PPTX
PRADA Marketing strategy
PPTX
Innovative Marketing & Communications at Burberry
PDF
Marketing plan presentation
PDF
Case Study: Topshop [NYU]
PDF
Fashion App - Venture Lab 2012
DOCX
Running head ASSOCIATED CLOTHING MANUFACTURERS .docx
PPT
Brent anf
PPT
Technology and retailing online1
PPTX
13themesfor2013
PPT
Understanding the US Fashion Market
PDF
Asos Brand Audit Essay
DOCX
Branding project
PPTX
Future of fashion retail
PPTX
Futureof fashionretail
PDF
Shoppers' stop Superstore
PPT
The Laughing Buddha brand presentation
PDF
Customer Experience at ASOS
PPTX
Melissa novak final project
PDF
ZALANDO Scholarship Entry
PPTX
Marketing plan Veja
PRADA Marketing strategy
Innovative Marketing & Communications at Burberry
Marketing plan presentation
Case Study: Topshop [NYU]
Fashion App - Venture Lab 2012
Running head ASSOCIATED CLOTHING MANUFACTURERS .docx
Brent anf
Technology and retailing online1
13themesfor2013
Understanding the US Fashion Market
Asos Brand Audit Essay
Branding project
Future of fashion retail
Futureof fashionretail
Shoppers' stop Superstore
The Laughing Buddha brand presentation
Customer Experience at ASOS
Melissa novak final project
ZALANDO Scholarship Entry
Marketing plan Veja

Recently uploaded (20)

PDF
Pink Lined Illustration Communication Training Talking Presentation_20250804_...
PPTX
Redesigned_Presentation_Pakistan_Heritage.pptx
PDF
PrayerPetals- Empowering Women Through Faith-Based Support.pdf
PDF
An Introduction to Gardening with Roses.pdf
PPTX
Ethical_Clothing_Presentation for everyone
PDF
The Safest Countries for Women in 2025 Where Rights, Respect, and Security Align
PPTX
GEE2-BEED-II: Ibaloi Indigenous People .pptx
PDF
Jake Seal Top 5 Career Milestones in the Film Industry.pdf
PDF
12 Step-by-Step Methods to Clean Every Corner of Your Fridge
PDF
Meet India’s Best Fashion Designers, City by City — From Delhi to Hyderabad
DOCX
Free Pomodoro Tecnique Effect Guide -25mint - pomodorotimer.com.au
PDF
Renovating a Midwest Ranch Rustic Modern Charm with Carved Doors
PPTX
Berlin+PowerPoint+Morph+Animation+Template+Black+variant.pptx
PDF
Jake Seal Share 5 Trends That Are Shaping the Future of Film Producing.pdf
PPTX
Hyperlipidemia current medication with lifestyle.
PPTX
761755163-A-Roadside-Stand-PPT.pptx1234557575
PPTX
Bellapelle! Timeless Craftsmanship. Rooted in Pakistan.
PDF
Special Needs Dogs – How to Care for Them with Love .pdf
PDF
Student Housing Security From Metal Keys to Smart Access.pdf
PDF
Exact Print’s T Shirt Printing Amplify Dynamic Shine
Pink Lined Illustration Communication Training Talking Presentation_20250804_...
Redesigned_Presentation_Pakistan_Heritage.pptx
PrayerPetals- Empowering Women Through Faith-Based Support.pdf
An Introduction to Gardening with Roses.pdf
Ethical_Clothing_Presentation for everyone
The Safest Countries for Women in 2025 Where Rights, Respect, and Security Align
GEE2-BEED-II: Ibaloi Indigenous People .pptx
Jake Seal Top 5 Career Milestones in the Film Industry.pdf
12 Step-by-Step Methods to Clean Every Corner of Your Fridge
Meet India’s Best Fashion Designers, City by City — From Delhi to Hyderabad
Free Pomodoro Tecnique Effect Guide -25mint - pomodorotimer.com.au
Renovating a Midwest Ranch Rustic Modern Charm with Carved Doors
Berlin+PowerPoint+Morph+Animation+Template+Black+variant.pptx
Jake Seal Share 5 Trends That Are Shaping the Future of Film Producing.pdf
Hyperlipidemia current medication with lifestyle.
761755163-A-Roadside-Stand-PPT.pptx1234557575
Bellapelle! Timeless Craftsmanship. Rooted in Pakistan.
Special Needs Dogs – How to Care for Them with Love .pdf
Student Housing Security From Metal Keys to Smart Access.pdf
Exact Print’s T Shirt Printing Amplify Dynamic Shine

Fashion Marketing

  • 2. Macro Environment • European Economy out look Dismal • Both E-Tailers launched in midst of the dot.com bubble bust • Extending sales to World Markets • Urban outfitter Founder Noted Republican
  • 3. Macro Environment Social Technological Both e-tailer ASOS and Net-a- • Both ASOS and Net-a-porter porter carry an extended range are e-taillers will invest heavily of clothing including in Technology and improving • Evening Wear online platforms of Sale • Sporty Casual Wear • Urban Outfitters Launched Urban Outfitters lines are online Stores in 2011, fairly more hipster style new to the game. • Everyday Clothing • Acquiring distribution centers enabling faster delivery • Casual Wear
  • 4. Macro Environment • All 3 Companies, have strong policy for the environment. • E-tailers are more environmentally friendly, reduce the need for paper • Top Shop are suing asos Copyright infringement through Marketplace sales of second hand Top Shop clothing. • Navajo Native American suing Urban Outfitters for trademark infringement
  • 5. • Both Asos and Net-a-porter sell other brands from Micro Environment through the webpage. • with Asos producing in house designs and Net-a- porter collaborating with designers • While Urban outfitter merchandise there own labels, also wholesales to 1,000 specialty stores
  • 6. Intermediaries • `net-a-porter , asos and urban outfitters product get sold on ebay • Both Net-a-porter and asos, products are sold at sample sales
  • 8. Marketing Ethics • Ethical sourcing with a responsibility to their supply partners and customers • Part of the ETI (Ethical Trade initiative • Code of Conduct governs the Initiative
  • 9. Marketing Ethics • Hipster brand committed to recycling and protecting the environment • Part of the Distributors take back scheme (DTS) • Part of the Waste, Electrical and Electronic equipment (WEEE) agreement
  • 10. Marketing Ethics • Ethical Sourcing with Responsibility to customers and partners • Stocking environment friendly clothing from brands such as Edun, creating a whole magazine issue.
  • 11. Segmentation and Target Market • Net-a-porter age 21-55 Female and Male Introduction of Mr. Porter Classes C1,B,A • ASOS age range16-30 male and female Classes D, C2,C1,B • Urban Outfitters age 16-30 Male and Female Classes C2,C1,B
  • 12. Psychographic • Net-a-porter customer will be very active leisurely with gym membership. Career driven enjoying luxury living a healthy, positive lifestyle • ASOS customer student very in with fashion and trends, ambitious and enjoys life and parties having fun. • Urban outfitters customer career driven enjoys festivals, educated, independent and homely
  • 13. Behavioral • Net-a-porter will has a loyal customer base, be a regular user. purchase throughout the month higher around pay day • Asos customer will use the site regularly, The Customers are less loyal some maybe bargain hunter. Purchase 3-4 times a month • Urban outfitters customers are committed and loyal, they will shop in-store or online up to 5 times a week
  • 14. Customer Analysis • My name’s Natasha I am 25 and single. • Works within Banking also developing her career. • Like’s throwing dinners parties and fine dinning • Loves exclusivity and quality clothing, “she always expects the best and Nothing less” • Cares apart her long term goals and image
  • 15. Customer Analysis • Charlotte is 18 and studying a degree in media • She enjoys going to the park and festivals with her boyfriend. • Works part-time in a trendy boutique on Carnaby Street as a sales assistant • She believes life is about having fun, and enjoys spending time with friends and family
  • 16. • Nicky is 20 year old single Customer Analysis student, studying a degree in fashion and PR • She is not employed and relies on her student loan and parents for financial support • She like stylish affordable fashion • Her Image and education are very important to her
  • 17. Brand Identity • Logo, Packaging Color palate: Black and white, grey. • Typography and Editorial Style: layering of imagery, bold, direct, creative. • Visual Style: very visual with products, urban, colorful, font: Times New Roman. • Character: creative, trendy, funky, current, fun, young, interactive • Tagline: The Free People's
  • 18. Brand Identity • Logo. • Color palate: across all mediums is: Black, white, grey. • Typography and Editorial Style: • Visual Style: spacious, colourful, font: TODAY'S OUTFITS, • Character: Fun, trendy, young, developing. • Tagline: The fashion destination where you can shop over 850 brands, including vintage • Buy your favorite hair and beauty brands • create and share looks, keep up-to-date with street style and catwalk reports and even sell your fashion cast-offs via ASOS Marketplace.
  • 19. Brand Identity • Net- a-porter.com: • Logo. • Packaging. • Color palate: Black and white. • Typography and Editorial Style: minimal, clean cut, precise, spacious • Visual Style: spacious, black and white, font: Arial • Character: Classic, formal, trendy, current, premium, extravagant. • Tagline: The world's premier online luxury fashion
  • 20. Customer Service • Offer free delivery depending on how much you spend, and delivery dates • Have a dedicated telephone line for online order issue • Operate a good exchange and returns policy • Have a dedicated twitter page where you can @asos_helps • All email to Customer Service are responded to within a certain given time frame • Puts the customer first • Offers Yearly subscription delivery discount scheme
  • 21. Customer Service • Offers Premiere same day delivery service at a cost • Customer service dedicated phone for UK and international, positive reviews • Clear Customer returns and exchanges policy clear explanation on webpage • Developed social app to keep up with the customers • Partnership with eGain to improve customer service experience
  • 22. Customer Service • Creating a positive in-store environment for sales • Helping customer obtain items not available in- store • Impeccable customers services reviews in Flat Iron store • Return and exchange policy within 30 days both in-store and online • Dedicated customer service phone lines for online help and support
  • 23. Visual Merchandising • Product promoting with “page appeal” • Asos produces a monthly magazine which they send to regular customers • Use visual imagery heavily on there landing page, and maintained through out there web page • Website items include a catwalk feature so you can see what the garments look like on an actual person • Usage images to promote themselves on social website such as instagram and Facebook
  • 24. Visual Merchandising • High end products may have been seen in-store or on the catwalk • Magazine style shopping experience • Editorial content working to reinforce consumer engagement • Editorial also drive sales and provides them with a creative voice • Store front visual displayed on landing page • Use of innovating and eye catching styling • Use of augmented reality “ Pop up window shop” Image recognition technology • Mobile apps develop to reinforce visual content
  • 25. Visual Merchandising • Themed window display • Use of promotional display “mid season sale” • As a multichannel retailer they offer, two platforms of visual merchandising in-store and online • Usage of their building and interior displays to entice consumers to purchase • With each store having unique and individual décor • Usage of there summer catalogue online to reinforce the product • Urban outfitter Community page • Which encourages users to share looks and blog.
  • 26. SWOT Weaknesses Strengths - Competitors can entice consumer with - Loyal customer base superior products Cult following -Availability of substitute products, - Strong brand name recognised worldwide - maintain lower prices then competitors - Sister company to Anthropologies - Volatile markets can affect supply and Established Hipster brand pricing Threats Opportunity -Economic slowdown major effect on - Can develop company by merging to “middle market’ retailing industry expand growth within their online - Competition can lower price for markets to company similar products -Launching discount store at a - Keep apace of consumers need for multichannel level fast fashion.
  • 27. Swot • Competitive advantage through the use of unique selling points •-Staff are less established in role and • Trend focused need to develop there skills. • Loyal customer base • High inventory stock • Correlation between current • Slow down of the economy and fashion culture and what is uncertain euro future can have an provided impact on the way people shop • Innovative marketing technique • Sales online are down compared to Strengths Weaknesses this time last year • Provide wide range of lines, with options. • Continual development of online and mobile platforms Opportunity Threats • Lack of “brick and mortar store “ • Become a bigger name globally to may be a turn off to some attach new customer customers • More supply to emerging markets • Returns policy may not be t • Business and Product development everyone liking • Expand width and depths of the • Negative publicity through online range forums and search engines
  • 28. Swot Strengths Strengths - Strong consumer base within UK Weaknesses - Products are updated regularly up to -The lack of a physical location can put 500 new items per week some shoppers off - Take advantage ok consumer need for - exchange policy need to be adapted fast fashion - Customer service once package is in Recognised as a leading online high transit can be poor street e-tailer Items quality may lead to disappoint - Works with there customer s using once items received social media Opportunity Threats Shopping online has fallen since the -Globalisation that will be quick and same time last year. profitable Uncertain European crisis give dismal - Focus on International Markets outlook for European markets - Integrated languages through the Customer focus early 20’s can exclude fashion platforms other age ranges Increase production volume
  • 29. Recommendation As asos has such a young market there physical store would need to be as follows; • Demographically viable • Places with high foot patrol • Attract a good customer following Westfield Stratford • New and hip • Similar priced stores • Have leisure amenities, making it more likely for young consumer to hang out there Oxford Street • World famous shopping street/asos being New innovative UK brand • High foot patrol
  • 30. Recommendation Net-a-porter customers are more up market, enjoying the finer things in life Have an eye for luxury quality goods therefore the store has to be • Demographically viable • High foot patrol, with the ability to attract new customers New Bond Street • Prestigious area • Recognised name • Attracting new customer base One new change Shopping Centre St Paul's) • Innovative new and cutting edge shopping center • Sleek new retail experience for higher end shoppers The Village Westfield ( Shepherds Bush) • Well established shopping complex • Innovative shopping experience • Work with customer service within the Village for customer experience tailored to their needs