Friday, July 01, 2016

"Discover fashion online"

“Discover fashion online”. It not only encapsulates ASOS’ business model but also fits perfectly into an ever smaller, ever more connected world.  In spite of the wishes of the British public globalisation is happening and ASOS know this. Their specific targeting of the 18-30 age group means that they invest very little in conventional advertising instead focusing mainly on digital social media based campaigns. They have been immensely successful in achieving this goal to date as seen through the sheer number of followers they have on Twitter, c. 1m, as well as over 4 million likes to date on Facebook...




They also showed astute judgement in their sponsorship of Mclaren in 2014, they paid for ASOS to be placed on the rear wing for the opening race of the season. However due to a unique set of circumstances, it stayed there for the rest of the year free of charge. This allowed them invaluable global visibility at a time when they had just opened international offices in China, the USA and Germany and launched a specialist Chinese website. With rounds of F1 being held in all those countries.


Their latest use of social media to garner attention and media coverage has been on point during the Euros this year, with their offering of a modelling job for Birkir Bjarnason, the Icelandic midfielder nicknamed Thor, receiving attention in the national press showing their prowess in self promotion.  







No comments: