The document discusses an online fashion and beauty retailer called The business that sells over 50,000 branded and own label products across 7 countries. It aims to increase its global reach and profits as 97% of its potential growth lies outside its home market of the UK. To achieve this, the business needs to improve promotional strategies and social media presence by increasing engagement on platforms like Facebook, creating online fashion videos, sponsoring TV shows abroad, holding promotional events, and better catering content to different countries. It has a large marketing budget that could be used more efficiently on the key components outlined to further global awareness and sales.

1. By: Cindy Tseng

2. The business
• Industry: Online fashion and beauty retail
• Target Market: 16-34 Female (& Male)
• Brands: Offers over 50,000 branded & own label product lines
across womenswear, menswear, footwear, accessories, jewellery and
beauty
• Websites: UK, USA, France, Germany, Spain, Italy and Australia (7
countries)
• Distribution: ships from United Kingdom to over 190 other
countries

3. The business (cont.)
• Challenges:
– Impact of rapid growth
“The UK represents just 3% of all global internet traffic, which means that
97% of Asos’ potential growth lies outside its home market.”
-Nick Robertson, the founder and chief executive of fashion retail website Asos
• Goals:
– Increase reach & profit

4. The idea
• ASOS.com has got it all.
The brand has invested heavily on creating a worldly shopping
experience online that is unparalleled to the shopping experience their
target consumers would gain in a store
• To answer their challenges and goals,
they need to make improvisations on their foundation- promotional
strategies & social media

5. Key components
• Social media:
– Facebook page (more personal interaction)
– Blog (links to be included in E-mails)
• Online “Catwalk” videos:
– missed out on accessories and shoes section (sales
isn’t doing as well as the clothing section)

6. Key components (cont.)
• Sponsoring abroad:
– TV shows (America’s Next Top Model)
– Charity causes
• Promotional events:
– Win trips to fashion shows (through their social
media sites such as Facebook, Twitter, Blogs,
website)

7. Key components (cont.)
• The Global effect:
– Arranging brand by countries
– Since 97% of the profit is from
abroad, ASOS.com should show
extensive amount of creativity
to attract Global attention.

8. Metrics of success
• Subscribers or fans on social media sites: This
helps to determine the increase or decrease in
brand awareness
• Clicks, Traffic: on all ASOS.com social channels
• Products sales
• Enquiries/ e-mails

9. Budget
• Large marketing budget of 22.7 million US
dollars (14.7 million pounds),
• the ASOS.com brand has much room for
improvements by using their budget more
efficiently (on the key components listed)

10. Timeline
• Seasonal vs Key components (for money
allocations)
– Seasonal: events such as Thanksgiving and
Christmas charity donations ($5 million)
– Awareness days such as breast cancer ($7 million)
– Key components: promotional & sponsors ($10
million)
– Rest of the money should be allocated to more
website improvements