Launched in 2000, asos.com has become the largest independent online fashion and beauty store
attracting four million visitors a month. asos.com has developed a loyal fashion following of people that
regularly visit the site to get the latest fashion pieces, style news and outfit inspiration.
asos.com has four “shops” onsite; menswear and grooming, womenswear, beauty and asos Red which
sells discount designer brands at a fraction of the cost.
Brand Value
— Authority. Staying one step ahead of the fashion zeitgeist whilst giving customers what they want when
they want it.
— Choice. Over 18,000 products online at any one time and representing over 600 brands covering high
street, designer and premium brands. A wealth of choice in one easy-to-shop online fashion store.
— Value. Great value, directional own buy product complimented by leading fashion brands.
— Best friend. Communication should feel personal.
Target Market
Fashion forward 16 to 34 year olds.
Challenges
Although awareness of asos.com is fairly equal amongst our target audience (males 40% females 44%),
asos is still seen by many as a female brand. Although men in the target market are comfortable shopping
online, they would be more likely to be shopping for electronics or music.
Pretty boring so far. I have another idea that feels more personal & witty though.
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