Asos target age. What Age Group Is ASOS For 2022-10-21
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ASOS, or As Seen on Screen, is a popular online fashion retailer based in the United Kingdom. The company was founded in 2000 and has since grown to become one of the largest online fashion retailers in the world, serving customers in over 190 countries.
One of the key factors contributing to ASOS's success has been its ability to effectively target and appeal to a specific age group. While ASOS does offer clothing and accessories for people of all ages, the company's target age group is primarily young adults between the ages of 18 and 34. This age group is known for being fashion-conscious, tech-savvy, and open to trying new trends, which aligns well with ASOS's focus on offering a wide range of fashionable, trendy clothing and accessories.
ASOS caters to this target age group in several ways. First, the company's website and social media channels are designed to be visually appealing and easy to navigate, which is important for younger consumers who are used to using technology and social media. ASOS also offers a wide range of sizes and styles, including plus sizes and petite sizes, which is important for catering to a younger audience that may be more diverse in body type and style preferences.
In addition to its focus on fashion and technology, ASOS also appeals to its target age group by offering a range of sustainability initiatives. This includes using eco-friendly materials in its clothing and accessories, as well as implementing sustainability programs in its supply chain. This is important for younger consumers who may be more environmentally conscious and looking for companies that align with their values.
Overall, ASOS's focus on fashion, technology, and sustainability has helped the company effectively target and appeal to young adults between the ages of 18 and 34. By catering to this age group, ASOS has been able to establish itself as a leading online fashion retailer and continue to grow and expand its business.
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Due to these reasons, ASOS became an all-in-one fashion empire by sharing its platform with hundreds of brands and designers. After understanding the unique buying behaviour of customers and getting the required information through surveys, Asos Plc can divide the market into small homogeneous groups. ASOS has become very popular on social media such as facebook and twitter where they keep customers up to date on the latest fashion as well as available products. Emails were sent twice a week. Retrieved 12 May 2021. Although this is a strategy that would encourage consumers to purchase more now for payment at a later date, it means ASOS is able to receive payments immediately which would allow them invest more in the company and manage increasing growth.
However, they also do things like create a brand hashtag to get a wide range of people showing off their ASOS clothing. ASOS Branded Fashion Magazine To help strengthen their brand and draw in a larger audience of fashion-conscious followers, ASOS created their own branded magazine. Route to market — insource vs outsource ASOS have grown as a business significantly in the past 10 years, which has seen them selling more items than ever before. Geographic segmentation is highly efficient for Asos in the international markets because the prospective customers have different culture, preferences, and administrative systems. Most of the time, ASOS does not charge a delivery charge, but in some cases, they do.
Who Is ASOS Target Audience ASOS Target Audience is the group of women who are interested in fashion and who are looking for a high-quality, stylish and affordable clothing line. Retrieved 20 April 2022. Economic Environment A recent article published by The Telegraph 2011 shows how youth unemployment has risen in the UK. All orders are subject to availability and confirmation of the order price. The behavior segmentation can help the organization to focus on key features, and provide the consumers with features that they are more likely to use.
ASOS sells clothing, shoes, and beauty accessories directly to customers. After segmenting the customer market and choosing the right target market, Asos Plc now requires to set a clear positioning statement that could create a positive image of the offered product in the customers' mind. Below the line promotion options are- catalogues, tradeshows and direct mail campaigns. Now that we have seen some successful campaigns by the brand, let us take a look at the successful digital marketing strategy of ASOS. These intangible assets prevent the competitive advantage erosion and develop brand loyalty.
Needs Fulfilled Figure 1. Involving various middlemen to distribute perishable products will not be a wise decision if the product is perishable. Asos Plc should develop unique product design, name and features to stand out in the competitive market. Don't worry, as long as an item is still in its original condition, we accept returns for free, subject to the rules below, which includes rules around Fair Use. Example of Vertical Differentiation Vertical differentiation is when two products of similar features are qualities are priced differently. Annual report and Accounts 2009-2010. Example of Different Types of Segmentation Some of the most popular ways of consumer and market segmentation are — Geographic Segmentation Geographic segmentation is dividing the overall market based on different geographic units such as — countries, continents, zip codes, states, trading blocks, cities, and neighborhoods.
4 Tactics that gave ASOS the Edge in the Competitive Fashion Arena
Employees are hired for management, technical, customer service, and warehousing positions. They also offer discount vouchers, student discounts, free delivery and competitions to their customers. However, it is an expensive promotional strategy and suits if the company has adequate resources available for the promotional efforts. Make sure you send any items sold and shipped from an ASOS Brand Partner straight back to them, as returning them to ASOS will cause delays with your refund. Common buying criteria are- prestige, convenience, quality and price. This chart shows the volume of ASOS customers and The ASOS Brand and User Experience ASOS is very clear and deliberate about being a youth-oriented brand, with a target market of men and women in their 20s.
Analyse the key strategic decisions made by the company Nick Robertson first took on the challenge of ASOS in the year 2000, the year that was believed to be the dot com bubble burst. The best part was that the products were gone in a matter of hours. Retrieved 1 July 2014. Highlights of ASOS Marketing Strategy: Positioning: ASOS is the leading company behind the idea of providing celebrity fashion to consumers at cheaper prices and thus focuses its products design on the fashion trend. The good are then sent to them within a few days. Brand: ASOS Brief: To personalise the online retailer's contact with customers Target audience: Men and women using ASOS.
Extensive case Study on Marketing Strategy of ASOS
They also offer 20% discount to students asos, 2010 one of their largest core markets in their target market. It created the Their corporate responsibility programme is called The ASOS sourcing strategy focuses on ethical trading, sustainable sourcing and animal welfare. Shopping habits do vary, but most customers like to browse the site between spending," says Ladha. Placing an order Where you are buying a product directly from us, you will use your card to pay us directly for the product. People have different styles, and combining these styles into a single platform is the ideal way to become an ideal eCommerce site while on the other hand, ASOS creates a positive brand image by emphasizing corporate responsibility and informing its customers about who they are assisting.
Differentiation Differentiating Asos value proposition from that of the competitors, thus providing a market offering to create superior customer value Positioning Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. Other strategies, such as encouraging customers to refer a friend to the company, and sending viral campaigns, were also used at this time. ASOS also uses guided selling on their website and through the use of email to recommend other products to customers based on their shopping habit on ASOS. The company also admitted that the previous return policy was environmentally costly. Asos Plc can follow the following steps to conduct the market analysis: 9. While more than nine in ten Millennials were familiar with the brand, approximately six in ten were fans.
You can also find maternity clothes that are made for working out, such as yoga pants and workout clothes. Asos can use the principle of cross market segmentation — defining and targeting same type of consumers in different markets, strategy in this scenario. The company will be able to win market share based on discounted pricing. High brand awareness shows that the customers know that the Asos Plc brand exists and can recall the important brand-related information. Please check out our Returns and refunds Check out our returns and refunds policy here. Intellectual property, software and content ASOS and ASOS Payments own or have permission to use the intellectual property rights in the Website and its content.