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ASOS
Assia Mandri---Aman Bansal---Soumia El Ouadnassi---Kamal Berrada---Yichun Chen---Xiaoyao Zhang
HISTORY OF ASOS
2000 ASOS
launched in the UK
2001 ASOS IPO
on the London stock
exchange2004 ASOS
Business model
2007ASOS
Magazine
2008 ASOS owns label which
only for women
then extended to men 2010
ASOS sites in USA ,German and
France and other countries
2011 ASOS
Maketplace2012
ASOS offices openned the first
international office in Sydney
DISTRIBUTION OF ASOS Online shopping(internet and mobile site) –convient and official way to promote
the fashion
and allow people to go shopping
on the internet
APP of ASOS :App of iTunes and Android
Promotion of ASOS : Facebook, Twitter,Youtube , Google and Instagram
MARKETS
ASOS aims to become the leader in the online fashion world ASAP.
ASOS (which stands for "as seen on screen") caters to Web-savvy, fashionable 16- to 34-year-old men and women ASOS offers 850 brands of T-shirts, denim, dresses, footwear, lingerie, swimwear, beauty products, accessories, and jewelry through its website, and its own brand merchandise.
It has local-language sites in France, Germany, and the US and is adding more.
SHOWING THEIR SOCIAL AND ONLINE EDITS DIRECTLY WHICH RELATED TO ITS IDENTITY
COMPARISON: INFLUENCE IN DIFFERENT MEDIUMS
Facebooklikes
Google+
Twitterfocus
YouTubeSubscriber/watch
Instagram posts/followers/following
Pinterest Pins/followers/following
ASOS 3,080,662
150,829 23,084 17,969 /13,496,714
/
2,289/63,042/174
TOPSHOP
3,677,395
2,080,799
297,546 38,328/ 8,376,156
2,022/1,853,833/269
6,183/65,635/91
NEXT 1,334,854
178,385 94,889 1,039/1,043,194
1,009/9,821/54
8,962/9,166/65
PRIMARK
2,422,840
278 29,798 1,620/ 309,973
435/110,876/70
662/4,601/45
Competitors :
1.TOPSHOP2. New Look Retail 3. Primark4. NEXT5. Arcadia…
KEY POINTS COMPARE TO OTHERS 1. ASOS only has online 2. ASOS has their own brand and also other brands insides, while TOPSHOP only has
his own brand but has runway in fashion week. 3. From the customers comments and searching process, ASOS has almost the same
status with TOPSHOP. Competitiveness : The largest European pure-player on online clothing retailors . International business Free shipping to 190 countries
No foreign warehouse
Top 5 most visited online fashion stores
ASOSFacebook Page analysis
Broad analysis :
Was launched in 2010.
Facebook page : below par.
There are no apps or online campaign running at this time.
They still have an event from last year visible.
Content is based around promoting products more than the brand and its story itself.
Photos are below standard for a brand like ASOS.
DISTRIBUTION OF FANS
• Has fans from World over.•Maximum number of fans from the UK and then one third of that from the US, and then Australia and Germany.•France is at number five
GROWTH IN LAST 6 MONTHS•ASOS grew significantly at the time of new years last year, signifying possible ad campaign launches or social buzz from a campaign, offline or online.•Most popular age group is 18 -14. Most popular city is Paris.•Growth has been pretty stagnant in the last two months.
Charts3%
50%
25%
0%
22%
Brand's Posts
Branding
Communication (Product)Communication (promotion)Customer care
Infotainment
4%
1%
7%
68%
0%
15%
5%
User's PostsFanship
Conversation
Gratitude
Claim/complaint
ReactionInfotainmentInformationrequestcorn/offense
15%
28%
3%
34%
5%
10%
5%
User's Comments
Fanship
Conversation
Gratitude
Claim/complaint
ReactionInfotainmentInformationrequestcorn/offense
1% 2%
95%
2% Brand's Comments
Branding
Communication (Product)
Communication(promotion)Customer care
Infotainment
51%49%
Index of Active Conversation
Brand's postsUser's posts Brand's posts
Com. Like Share8,47 158,5 1,88
User's averageCom. Like Share1,68 1,25 0
Average Engagement
Charts
95%
Brand's posts
90%
Users posts
17%
24%
3%
34%
6%
10%
5%
Response nature to brand's posts
Fanship
Conversation
Gratitude
Claim/complaint
Reaction Info-tainment
Information request
corn/offense
80%
20%
Customer Care Index
Customer CareNo answer
CHARTS
ANALYSIS OF THE DATA
The facebook page is mainly intended for product communication rather than other categories. (50% of the posts concern product communication)
The users don’t really matter about the brand post content, most of them are using it to claim. In fact, only few users respond to the core content of the post.
Deaf speech: Customer care sometimes appear as an automatic answer used for any category of request from the user.
Community managers are always responding to users comments with the same message, even though the name of the community manager changes.
The Facebook page of Asos is the most liked page as a cloth retailer (important visibility) but is full of claims ( 68% for Fan post, and 34% for the comment of users to brand post) which reflect a very negative image of the brand.
Only 7% of gratitude comments and post, altough there is 3 million likes. => That shows that satisfied won’t necessarly express their gratitude by posting it on the page.
CONCLUSIONS : THE FINDINGS
Asos has an average of 35k PTA throughout. It has ads running for the Facebook on a
standard budget. It has low content engagement with their
audience. They often respond and react to the
consumer complaints and reaction on their page.
They do not run contests or campaigns on their page often.
Most of the content is product centric and 95% of it is photos.
SUGGESTIONS: • Produce better photography• Add more enthusiasm to the content. • Make the content around the Brand rather the product. • Use the Facebook tabs and apps for offers, product launches and brand promotion• Keep the page buzzing with some kind of happiness around an publicity campaign or contests
China is the 6th largest consumer base for ASOS. Since China don’t have Facebook, find other means to cater to them. WeChat, RenRen and Weibo.
Thank you for listening.