3. 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 Maketplace
2012
ASOS offices openned
the first international
office in Sydney
4. 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
5. 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.
7. COMPARISON：INFLUENCE IN DIFFERENT
MEDIUMS
Faceboo Google+ Twitter
k
focus
likes
YouTube
Subscrib
er/
watch
3,080,66
2
150,829
17,969
/13,496,71
4
TOPSH
OP
3,677,39
5
2,080,79
9
297,546
38,328/
8,376,156
2,022/
6,183/
1,853,8 65,635/
33/269 91
NEXT
1,334,85
4
178,385
94,889
1,039/
1,043,194
1,009/
8,962/
9,821/5 9,166/65
4
278
29,798
1,620/
309,973
435/
110,87
6/70
ASOS
PRIMAR 2,422,84
K
0
23,084
Instag
ram
posts/f
ollowe
rs/foll
owing
/
Pintere
st
Pins/foll
owers/f
ollowin
g
2,289/
63,042/
174
662/4,60
1/45
8. 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
9. ASOS
Facebook 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.
10.
11. 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
12. 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.
13. Charts
Brand's Comments
2% 1% 2%
Brand's Posts
3%
22%
Branding
Branding
0%
Communication (Product)
Communication
(promotion)
Customer care
50%
25%
Communicatio
n (Product)
Communicatio
n (promotion)
Customer care
Infotainment
Infotainment
95%
1%
5%
4%
7%
15%
User's Comments
User's Posts
Fanship
10%
Conversation
Gratitude
0%
Fanship
5%
15%
Conversation
5%
Gratitude
Claim/complaint
68%
Reaction
Infotainment
Information
request
corn/offense
Claim/complaint
28%
34%
3%
Reaction
Infotainment
Information
request
corn/offense
14. Charts
Index of Active
Conversation
Average Engagement
49%
51%
Brand's posts
95
%
Brand's posts
User's posts
Users
posts
90%
Brand's posts
Com.
Like
8,47
158,5
Share
1,88
User's average
Com.
Like
1,68
1,25
Share
0
15. CHARTS
Response nature to
brand's posts
Customer Care Index
Fanship
5%
11%
Conversation
17%
Gratitude
6%
24%
34%
3%
20%
Customer Care
No answer
Claim/complaint
Reaction
Infotainment
Information
request
corn/offense
80%
16. 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.
17. 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.
18.
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.
19. 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.
20. 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.
