ASOS Brand Audit

GROUP 10 - KARL LAGERFELD
Hiu Ching Lee (LEE13405708)
Yu Hsuan Chien (CHI14433862)
Anna Lucia Mattei (MAT15443607)
Simaan Shaikh (SHA15444384)
Hayden Woodley-Gibson (WOO15451484)
Georgia Willows (WIL14414367)
BA (HONS) FASHION MARKETING
UNIT: COLLABORATIVE PROJECT
UNIT LEADER: DR NATASCHA RADCLYFFE-THOMAS

“I, (Georgia Willows, Yu Hsuan Chien, Simaan Shaikh, Hayden Woodley-Gibson, Anna Mattei
and Hiu Ching Lee), certify that:
• This is an original and individual piece of work and no part of this has been written by
anyone else;
• I have acknowledged (appropriately referenced using the Harvard Referencing system) all
sources and citations;
• No section of this report has been plagiarised (*);
• This work has not been submitted for any other assessment.”

1. EXECUTIVE SUMMARY.........................................5
2. BRAND AUDIT
2.1 Brand History.................................................................7
2.2 Brand Characteristics and Core Value...........................8
2.3 Brand Function.............................................................10
2.4 Visual Image.................................................................11
2.5 Brand Identity Prism.....................................................12
2.6 Unique Selling Points...................................................13
2.7 ASOS’s 7Ps
2.7.1 Product (Womenswear)..................................................14
2.7.2 Price...............................................................................16
2.7.3 Place...............................................................................16
2.7.4 Process...........................................................................17
2.7.5 People............................................................................18
2.7.6 Physical Ambience.........................................................19
2.7.7 Promotion......................................................................20
2.8 Customer Profile
2.8.1 Segmentation variables.................................................22
2.8.2 Targeting Customer - Pen Portrait.................................23
2.9 Competitor Analysis
2.9.1 Brand Postitioning.........................................................24
2.9.2 ASOS and Competitor’s SWOT.....................................25
3. MARKET RESEARCH
3.1 PESTEL Analysis...........................................................27
3.2 Important Findings......................................................28
4. MARKETING COMMUNICATION PLAN
4.1 LOGO Explanation.......................................................31
4.2 Tagline...........................................................................31
4.3 Brand Moodboards......................................................32
4.4 Unique Selling Points...................................................33
CONTENT
PAGE
4.5 Objectives of ASOS Edge..................................................34
4.6 Visionary Statement...........................................................35
4.7.1 Customer Moodboard..........................................................36
4.7.2 Pen Portrait...........................................................................37
4.8.1 ASOS EDGE SWOT...............................................................38
4.8.2 Competitor SWOT................................................................39
4.8.3 Positioning Map...................................................................40
4.9 Marketing Mix
4.9.1 Product..................................................................................41
4.9.2 Price.......................................................................................42
4.9.3 Place......................................................................................43
4.9.4 Promotion
4.9.4.1 Traditional Marketing.....................................................44
4.9.4.2 Digital Marketing............................................................45
4.9.4.3 Public Relation...............................................................46
4.9.4.4 Social Media..................................................................48
4.10 Launch Event.....................................................................50
4.11 Press Release.....................................................................52
4.12 Look Book.........................................................................53
4.13 Packaging..........................................................................54
4.14 Summary of Costs for Marketing......................................55
4.15 Gantt Chart.......................................................................56
5. BIBLIOGRAPHY...........................................................60
6. APPENDICES
6.1 Appendix a. Questionnaire and its Results.........................66
6.2 Appendix b. Focus Group Transcript and its Results.........68
The image is taken by the author

Executive Summary
EXECUTIVE
SUMMARY
ASOS is a worldwide fashion e-tailer marketed at the young, fashion
conscious millennial. The brand hosts over 80,000 products on
its website, ranging from accessories, to beauty products to clothing.
ASOS has a diverse communication platform that allows its customer
to interact with them as often as needed - currently, they have their
own mobile app, a website and have a social media presence on seven
different platforms. The brand presents themselves as a monopoliser
due to their ‘fast fashion’ effectiveness as well as their ‘international
free deliveries’, a feature no other website possesses.
This report deeply investigates the brand in the form of an audit from
an objective perspective. Through the research process, this report will
investigate ASOS’ current marketing strategies and their competitors as
well as producing a communications plan for a potential new clothing
range called ASOS EDGE. The report will analyse the market EDGE
will fall within as well as potential competitors, costs and audience
reception. EDGE is aimed at the ‘20-something’ millenial female, who
is confident and willing to make a statement through her recalcitrant
style. Releasing in Autumn/Winter ‘17, the range will capitalise on the
current 2016 trend of metallic accents and intricate designs, combined
with gritty street styles. This report will outline all aspects of ASOS
EDGE and the developmental process it went through in order to be
portrayed as a ‘potential range’ for the ASOS brand.
54

BRAND
AUDIT
2. BRAND AUDIT
2.1 Brand History
In 2000, the founders of the
company Quentin Griffiths and
Nick Robertson established the
online shopping platform and
launched on the AIM (alternative
investment market) in London.
As Seen On Screen changed to
ASOS.com in the next year. In
2007, the company moved its
headquarters to Camden, North
London and created websites for
international customers.
From 2012, ASOS opened
international offices in Sydney,
New York, Berlin and Shanghai.
The visual timeline (Fig a.)
illustrates ASOS’s history in more
detail.
76
Fig a. ASOS Brand History (Author)

2.2 Brand Characteristics and Core Value
Optimization
The brand offers a variety of choices with over 80,000 products
currently on their website, showing optimal use of all their
resources. They are also constantly expanding into international
markets and creating brand extension lines such as ‘ASOS Africa’.
They utilise their mobile interface more than any other e-tailer
which means they are breaching more markets and reaching more
customers. ASOS stays on top of world issues such as ecological
footprints and offers ecological products on their website which
helps broaden their customer base too.
Practicality
Currently, ASOS offers free, fast and efficient shipping as well
as returns and exchanges, making its usability extremely easy.
To make up for their lack of a physical shop, they have various
methods of purchasing their product, including an online website,
an app and the ASOS Marketplace. They also offer a student
discount which helps to maintain customer loyalty and promotes
repeat purchases as it becomes cheaper. ASOS also have
stylists on hand who help to construct outfits, show you how to
wear different items as well as occasionally interacting with the
customers in order to provide a more personalised service.
Guarantee
ASOS guarantees its customers delivery within 5-7 days as well as
good quality clothing. They also have the promises of returning
their clothing for free within the given time period as well as
refunds or exchanges.
Identification
ASOS has become a leading online retailer and regularly updates
its stock to stay on top of trends. It has a wide variety of products
and a large range of brands featured on its site, allowing it to
access a large base of customers. Currently, it is the world’s
second most viewed fashion website.
Hedonistic
ASOS has a large social media following and various pages on
each platform – they have a page for inspiration, for general
promotion, a page to share interesting fashion articles and tips,
as well as a customer service page (besides the customer service
emailing service that they have). This means that they cover nearly
all aspects of communication with their customers, creating an
easy and simple shopping experience.
Continuity
The brand has always employed the same ‘vision’ of being the
number one shopping destination for young millennials showing
how they have a set goal and are continuing to strive towards it.
Ethical
For their Corporate Social Responsibility, ASOS employ a variety
of methods. Firstly, they adhere to the Animal Welfare Policies
implemented in the UK - this means they don’t use any animal
products such as fur or feather, and their beauty products are
not tested on animals either. They also source their clothes and
materials from Ethical Traders where regular audits and visits are
made by the ASOS team to ensure all workers are content and
healthy. Lastly, they also use some sustainable materials in their
clothing to help lessen their ecological impacts when making
clothing. They are part of the Sustainable Clothing Action Plan
who regularly check that they are adhering to various sustainable
policies and not wasting resources such as water or electricity and
that their carbon production is in check.
Characterisation
ASOS has a large social media following and outreach as well
as an extremely interactive relationship with its customers. This
presents the brand as friendly and helpful and promotes customer
loyalty. Their ranges vary from work wear to event wear – meaning
they are presented as a versatile brand who adapts itself to come
across as classy or loaded with sexual appeal, depending on the
customer and occasion.
98

2.3 Brand Function
FUNCTIONS
• ASOS is an online retailer
that markets themselves as a
“unique online destination”
ideal for twenty-somethings
who are interested in fashion
and staying on top of trends.
• They currently sell their own
brand label as well as numerous
other ranges from different
brands. It is currently the
second most visited fashion
website in the world showing
its immense power in today’s
generation.
• They have their own magazine,
app, website as well as
headquarters in the US, UK and
Australia.
PERSONALITY & IMAGE
• ASOS market themselves as
easy to navigate, use and
purchase from. Their website is
clear and concise which allows
their customers easy access.
• They have a huge social
media following, with over
4.5m followers on Instagram
– showing their popularity
amongst its customers as well
as their brand loyalty.
DIFFERENCES
• ASOS offer free shipping
worldwide to all of their
customers which is one of
their USP’s – few other online
retailers offer this service.
• They also have a large range
of brands on their website,
whereas a lot of online retailers
just offer their own brands’
clothing.
• They have a diverse range of
products – from loungewear, to
occasion wear, wedding wear,
lingerie/swimwear to beauty
products, accessories and
shoes.
• They also provide “eco-
friendly” brands on their
website, adding to their diverse
range as well as the types of
customer they cater to.
SOURCE
• According to asosplc.com the
company’s strategy is to be
“as synonymous as Google or
Facebook” for millenials.
• They measure their success
through online traffic, sales,
social media following and
customer loyalty (i.e. the
amount of customers that return
for more purchases).
• Their main aim is to be the
“Number 1” fashion destination
for twenty-somethings.
2.4 Visual Image
ASOS is a fashion brand that
delivers globally – it has a
variety of high fashion items
from brands such as BCBG
MAXAZARIA to high street
brands such as New Look.
They have collaborated with
other commercial brands
such as Puma (Image 2.)
and various high profile
designers – including candy
company Walls (Image 1.) -
to provide exclusive items
to its customers that would
be unavailable on any other
fashion website. Due to their
sense of corporate social
responsibility they are able
to portray themselves as
eco-friendly and considerate
of society and LEDCs where
some of their clothing
factories are located. ASOS’s
wide range of products and
brand diversity makes them
a monopoliser of online
fashion and trendsetter.
1110
The image is taken by author
Table 1. Brand Function
Image 1. ASOS x Walls Collaboration (2015) Image 2. ASOS x Puma Collaboration (2014)

2.5 Brand Identity Prism- (Kapferer, 2009, pp183)
2.6 Unique Selling Points
The global
e-commerce giant
ASOS commands
strength about its brand
through its positioning;
positioning itself as a
platform to inspire and
empower 20 somethings’
fashion discovery (mbaskool.
com, 2016), and in here lies their
USP. The website showcases a
number of original lines such as
‘ASOS Africa’ and ‘ASOS White’,
whilst being a platform by which their
competitors are able to sell. ASOS is
also home to a number of their rivals
such as River Island, Topshop and Ted
Baker, promoting a convenience aspect
about browsing their website. ASOS’s
marketplace is designed to serve an
alternative function. The marketplace
is a spot for smaller boutiques and
independent retailers. For ASOS, it’s
part of creating a one-stop shop for all
things fashion. From the point of view of
established retailers, the marketplace may
not be a direct channel to sell from but
it does help draw traffic on to the ASOS
site which their lines are sold through.
(GOLDFINGLE & THOMSON, 2014)
Through these business strategies, one
of ASOS’s key USP’s is being a one-stop
fashion destination. The companies
founder, Nick Robertson wanted ASOS
to be as synonymous with fashion as
Google is with search and to be the default
destination for choosey shoppers: “Young
women have better things to do than go
to the high street… A woman has ten to
twenty brands in her closet. If she’s online,
is she going to go to 10 or 20 websites?”
(Norris, 2015).
1312
Fig b. ASOS Brand Identity (Author)

2.7 ASOS’s 7Ps- (Kotler and Armstrong, 2010, pp75, Figure 2.5)
2.7.1 Product (Womenswear)
ASOS offers a wide product
range which includes ASOS own-
brand label and over 850 brands,
both well-known high street
brands and also brands new to
the market. ASOS continues to
expand its product offering of its
concessions and also own-label
lines (e.g. ASOS Africa).
At every stage of the business,
ASOS considers their
20-something target consumers
and they continue to do so when
selecting which concessions to
stock. Moreover, one of ASOS’
USP’s is its vast selection of
styles, price points and sizes
indicating that they position
themselves as a brand that is
accessible to every individual.
ASOS have over 80,000 lines and
3,000 lines arriving each week,
providing the consumer with
ample choice (ASOS Careers,
2016). Despite this, the only
issue with ASOS’ large product
offering is that it can take a long
time to browse through all the
products. However, ASOS does
have filters in order to condense
the amount of product in each
category.
ASOS also has ‘ASOS
Marketplace’ which is
independent labels and vintage
boutiques whereby the consumer
can shop from and also sell their
own second hand clothes.
“Key to our product strategy is
leading fashion trends, global
relevance, amazing choice and
great value for money.”- ASOS
Plc, 2016
See Table 2. for the womenswear
Product Width and Depth.
Depth
Width Style Size Price
Basic Tops
Cardigans, hoodies,
jackets, jumpers,
sweatshirts, tops
UK 2-30 £5-40
Co-ords
Suits, top and shorts,
top and skirt, top
and trousers
UK 2-28 £8-285
Coats and
Jackets
Blazers, bombers,
capes, ponchos,
denim jackets, duster
coats, faux fur, gilets,
jackets, leather
jackets, lightweight
jackets, macs,
oversized coats,
parkas, pea coats,
quilted, raincoats,
slim/straight, swing
coats, trench coats
UK 2-30 £15-400
Dresses
Casual, going out,
occasion, summer,
work
UK 2-30 £8-400
Jeans
Bootcut, boyfriend,
crop, flare, girlfriend,
jeggings, mom,
skinny, slim and
straight, wide leg
UK 2-30/
W23-44
£14.99- 300
Depth
Width Style Size Price
Shoes
Flat boots, flat
sandals, flat shoes,
flip flops, heeled
boots, heeled
sandals, heeled
shoes, shoe
accessories, slippers,
trainers
UK 2-12 £2.50-275
Tops
Bandeau, blouses,
bodies, braclets,
cami, casual, cold
shoulder, crop,
kimonos, long
sleeve, off shoulder,
peplum, roll neck,
shell, shirts, t-shirts,
tunics, vests, wrap
UK 2-30/ One
Size
£5- 255
Trousers and
Leggings
Casual shorts,
chinos, crop,
culottes, flare,
joggers, leggings,
peg, skinny, slim/
straight, tailored,
wide leg
UK 2-30/ W25-
44
£7.99- 240
Own-label lines
ASOS Curve, Petite, Tall, Maternity, Africa, White, Denim, Salon,
Reclaimed Vintage, Red Carpet, Bridal
Examples of Concessions
River Island, Monki, Nike, Coast, Reiss, Missguided, Boohoo,
Cheap Monday, Diesel, Free People, Glamorous, Michael Kors,
Whistles
1514
Image source: Missoni Textile 2016
Image 3. ASOS Products (2016)
Table 2. Product Width and Depth (ASOS 2016)

2.7.2 Price
2.7.3 Place
Price Range £2.50- 400 (ASOS 2016)
Discounts • 10% Student Discount- NUS Extra and UNiDays members
• Outlet- 70% off with new drops daily
• Regular sales- seasonal and mid-season
• Black Friday mark downs
• Occasional discounts/promotions- e.g. 20% Dresses
Credit Terms Free returns within 28 days
Pricing figures Mainly round figures for ASOS own brand products. However, concessions such as New Look use £7.99 for example
which is psychological pricing and convinces the customer that they are spending less. (Kotler and Armstrong, pp
341)
Pricing Architecture Customer can select- ‘High to Low’ or ‘Low to High’. Or they can manually adjust the price range they want to shop
within using the sliding tool on the side bar.
ASOS’ head office is in Camden,
London and they also have
offices internationally in New
York, Sydney, Berlin and
Shanghai. Their Customer
Care centre is in Hemel
Hempstead where 650 ASOS
staff respond to customer
queries and between them they
speak five languages. ASOS
consider themselves “customer
obsessed” (ASOS Plc, 2016)
since they are constantly
developing their technology
department to become an
increasingly personalised
service and they log customer
experiences and any issues
experienced. (ASOS Plc, 2016)
ASOS’ main warehouse is in
Barnsley, Yorkshire and has a
stock holding capacity of 22m
units.(ASOS Plc, 2016). ASOS
have recently improved the
efficiency of the warehouse
through a new control system in
order to automatically retrieve
and maintain stock levels in the
pick-face area. In recent years,
ASOS has invested £50m in
warehousing and tech which
has paid off as reinforced by
their rise in sales by 17% (Retail
Week, April 2016).
2.7.4 Process
Delivery (UK)
(ASOS, 2016)
• Standard Delivery- (Spend over £20) £0.00
• Standard Delivery (Spend under £20) £3.00
• Next Day Delivery- £5.95 (Spend over £100: £0.00)
• Nominated Day Delivery- £5.95
• Evening Next Day- £7.95
• Click and Collect Standard Delivery- (Spend over £20) £0.00
• Click and Collect Standard Delivery- (Spend under £20) £3.00
• Click and Collect Next Day Delivery £5.95
• Asos Premier Delivery- £9.95 a year for unlimited next day/dominated day
delivery- no minimum order value
Returns
(ASOS, 2016)
• Free returns or exchange within 28 days
• Store return: To you at Asda, Doddle, Hermes, Collect+, Pass my Parcel, Post
Office, Boots
• Hermes Collection
• Returns completed within 7 days
• Items marked with a ‘+’ such as underwear and swimwear cannot be returned
without original wrapping due to hygiene reasons
• Aerosols, liquids, perfumes and batteries can only be returned via Collect + or
door-stop collection. These products should be in their original condition.
After-Sales Service
ASOS responds to customer queries 24/7 via many different channels and is very
willing to assist and manage their customer relationships in order to ensure customer
satisfaction and maintain a positive image of the brand.
The after-sales service is very important especially as experiences of bad service
can circulate around social media at a fast rate nowadays.
Since ASOS is a solely online business, ASOS aims to provide efficient and fast delivery to its customers at an reasonable price and provide
FREE delivery worlwide on orders at over £20 (higher in some locations). Customers can shop from home and ASOS’ delivery process allows
them to receive or pick up their package in a multitude of ways. Once the consumer has their package, they can try on items at home with the
rest of their wardrobe and then very easily return anything that they don’t want. (ASOS Plc, 2016).
Table 4. illustrates the purchasing process for ASOS customers.
1716
Image 4. World Map
Table 3. Price Overview
Image 5. Online Shopping
Table 4. Purchasing Process

2.7.5 People
ASOS has no retail space
therefore there is an absense
of sales assistants. This may
limit ASOS, however all product
information is clearly stated
including fabric, washing
instructions and a size guide.
Additonally, there are multiple
images of the product, catwalk
videos and 360 degree views.
Moreover, all products on ASOS
are styled so again there is no
need to ask a sales assistant of
what to pair with a particular
garment.
If a customer has any general
queries or issues they can get
in contact with someone 24/7
(ASOS Plc, 2016). There is a live
chat or consumers can contact
ASOS via Twitter, Facebook,
Instagram and other platforms.
According to ASOS, they
responded to 6.5m queries by
customer care in the last 6 months
(Asos Careers, 2016). There is
also a customer care section on
the website including sections:
Order issues, payments, promos
and gift vouchers, delivery,
returns and refunds, product and
stock and technical- each of the
sections include frequently asked
questions.
2.7.6 Physical Ambience
Website
White background and black font (Image 9.). Clear,
easy to browse layout. Customer can browse through
products and also get style inspiration (e.g. ASOS Likes).
Product
Multiple images (e.g. zoomed in), catwalk view, 360
view which creates more of a sensory experience. ASOS
being only online can limit this, for example because the
customer can’t feel the fabric. However, the images and
catwalk view allows the customer to get a better sense of
the look and quality of the product.
Package
Receiving the package is an exciting experience (Image
8). The customer can try the products on in the comfort
of their own home and with the rest of their wardrobe,
instead of in a fitting room.
1918
Image 6. Customer Service
Image 7. ASOS Catwalk (2016) Image 8. ASOS Delivery (2016)
Image 9. ASOS Website (2016)
Table 5. Physical Ambience

As well as the main product
offering ASOS have a section
on their site called ASOS
Marketplace which ‘is home
to the hottest new brands
and vintage boutiques from
around the world. Here you’ll
find the best independent
designs alongside quality
sourced vintage from
hundreds of sellers’.
(marketplace.asos.com)
ASOS’s target customer
are twenty somethings; the
majority of their touchpoints
are online. ASOS is available
from their website asos.com
and through their mobile
app.
2.7.7 Promotion
Brand
Touchpoints
ASOS mainly participates
in below-the-line marketing
and they focus on promoting
their products through
their website and on social
media. They justify this by
stating that their customers
“...look to us for guidance-
not advertising.” (ASOS
Plc, 2016). Instead of
bonbarding the customer
with lots of advertising,
instead, they encourage
consumer-generated content
in order to be on the same
level with their target
audience. Furthermore,
ASOS’ touchpoints (Fig c.)
are all very consistent which
contributes to Asos’ identity
and recognition of the
brand.
ASOS is a “…unique
multi-channel shopping
experience where twenty-
something fashion lovers
can network, share ideas,
create their own style and
of course, shop.”
(ASOS Plc, 2016)
Consumer Generated Content
ASOS customers can post their looks onto a
feed of different OOTDs. When you click on
the image, other customers can purchase items
they are wearing or ASOS will suggest similar
items if not all clothing worn is from ASOS.
“Customers told us they wanted to see our
clothes on ‘ordinary’ people so we built ‘As seen
on me’...”- (Williams in Severs, 2016)
ASOS Monthly Magazine is sent to over 475k customers in hard
copy, glossy format and also via Fashion Up in a digital format to 50k
customers. The magazine “informs and entertains helping ASOS build
customer loyalty and brand awareness.” (ASOS Plc, 2016) In addition,
the ASOS magazine is a source of advertising revenue and publicity. The
magazine is the only tangible aspect of the business and this printed
form is often more effective in providing style inspiration and promoting
the brand. This is because online fashion messages and images are very
saturated therefore a printed magazine is more successful as people
generally take more time over looking through it. Furthermore, there is
a page where customers can shop all the items shown in the magazine.
ASOS Magazine also uses celebrities as its cover stars which is a form
of celebrity endorsement for example most recently actress, Amandla
Stenberg was their cover star.
“#absolute goals”
Creates boards
including ASOS
products, but
also celebrity and
lifestyle images to
create the feel of
the board.
“This is so you”
They share style,
news articles
and give the
content from
ASOS likes
rather than
promoting their
products.
ASOS Likes is a major source of
news, inspiration and entertainment
for women who like to be in the
know. It covers ‘style, careers, new
music, tech – anything that might
help you get ahead in life (plus jokes
too, because that’s important)’. The
content of the site is also shared
on Facebook, Twitter, Youtube,
Instagram, Tumblr, Snapchat and
Periscope. (likes.asos.com)
ASOS Insiders are avid
social media users who each
have their own instagram
and pinterest page named.
They post outfits including
ASOS products and their
instagram biography
includes a link to the ASOS
website where customers
can shop their looks.
“Hang out
with me”
Shows
behind the
scened from
employees
at ASOS.
ASOS use
newsletters as
a direct form
of marketing to
make customers
aware of current
promotions and
new products
available.
“How cool does
this look”
They share the
content from the
ASOS likes, but also
promotes specific
products and
promotional sales
and events that
ASOS are holding.
“You need this in your life”
Creates an idyllic lifestyle featuring ASOS
products. Some of the content is created by
ASOS insiders and reposted by ASOS to promote
specific products. ASOS also uses Instagram as a
platform to host user generated content through
its ASOS ‘As seen on me’, where customers can
share photos of themselves in ASOS products.
FACEBOOK
TWITTER
LETTERS
SNAPCHAT
PINTEREST
NEWS
INSTAGRAM
2120
Fig c. ASOS Brand Touchpoints (Author)

Geographic Segmentation
• Online Customers in 240 countries and territories worldwide.
According to ASOS annual report (2015), Asos ships their products to
240 countries and territories.
• The people in UK, France, Germany, Italy, Spain, Australia, US, Russia
and China are the main customer segments for the reason that ASOS.
com is based locally in these 9 countries. (Asos Annual Report 2015)
Demographic Segmentation
• Age: 20-something
• Gender: Female and Male
• Family: Young singles and young couples.
• Occupation: Students, graduates with entry positions, young
professionals.
• Income Level: Well below the average salary to average salary.
Psychographic
Segmentation
• Personality: Tech-savvy, Fashion-forward and expenditure-concerned.
• Lifestyle: Urban, modern, fast-paced lifestyle
• Social Class: Middle Class, Lower Class
Behavioural Segmentation
• Occasions (asos.com): Casual, smart-casual, festival, wedding, exercise.
• Usage Rate:
-Heavy usage on online shopping platforms.
-Moderate usage on online shopping platforms.
• Loyalty Status (Saxena R., 2009, p.206):
-Soft core loyal, who are loyals to two or three brands.
-Switcher, who never sticks to a brand, swtiching for
variety or special deals.
Geodemographic
Segmentation
(http://acorn.caci.co.uk/)
• D15- Young Professionals in Smaller Flats
• D16- Metropolitan Professionals
• D17- Socialising Young Renters
• E18- First Time Buyers in Small, Modern Homes
• E20- Mixed Metropolitan Areas
• K34- Student Flats and Halls of Residence
• K35- Term-time Terraces
• K26- Educated Young People in Flats and Tenements
2.8.1 Segmentation variables
2.8.2 Targeting Customer - Pen Portrait
General Information
Alice, a 21-year-old university student from London. She is majoring Journalism at London College of
Communication. She also works as a part-time sales at Urban Outfitters.
Residential Location
Alice shares a flat with other three girls at Bethnal Green, zone 2 east London. Her monthly rent is £670.
Background
Alice is lower middle class. She believes in education and is willing to get another degree in fashion in
master degree.
Marriage Status
Alice is single.
Personality
Alice always likes to seek attention from others. She is adventrous in dressing herself, enjoying trying new
and bold styles. Alice is energetic, outgoing and highly sociable.
Interests/ Hobbies/ Activities
Alice likes hanging out with friends at parties and clubs. She attends gigs and festivals and she loves
grunge music from 1990s. Alice is also a tech and fashion savvy, enjoying being inspired by online fashion
content everyday.
Price Sensitivity
Alice is always on the lookout for stylish and colourful pieces but not willing to pay too much since she is
still a student. She shops in high street brands regularly like ASOS, Topshop and Urban Outfitters.
Wardrobe
Alice’s wardrobe is filled with casual wear but in bright/metallic colours and with modern cuttings. She also
owns some evening wear pieces in dramatic styles.
Shopping Habits
Alice shops every week online and in-store. She is inspired by colourful, grunge and metallic pieces when
she is shopping.
Fashion Attitudes
Alice cares more about the style than the quality of a garment. She is not always interested in the trendy
items, but she is keen on looking different than others.
SOCIO-ECONOMICFACTORCONSUMERDECISIONS
PSYCHOLOGICAL
FACTOR
2322
Image 10. Street Style (Author)
Image 11. Street Style (Author)
Table 6. Price Customer Segmentation
Table 7. Pen Portrait

2.9.1 Brand Postitioning
ASOS compete with not
only clothing brands but also
footwear, beauty and accessory
brands due to their vast product
range (Fig d.). Despite the
saturated market ASOS operates
in, their edge is that they stock
many of their competitors
which is very convenient for the
customer since it enables them
to do one order instead of doing
many orders from each brand’s
website. However, they only offer
a select range of their non-ASOS
brands.
Their competitors focus on the
online market, for example,
ASOS’ main competitor for the
luxury online market is Net-a-
Porter. They also compete with
vintage brands with their ASOS
Reclaimed Vintage collection.
The two vintage brands shown in
Fig d. also have websites which
is competition for ASOS and
20 somethings are often keen
vintage shoppers.
2.9.2 ASOS and Competitor’s SWOT
Strengths Weakness
ASOS
• Diverse range of brands.
• Free shipping and free returns.
• Mobile App.
• Innovative divergences such as ASOS Marketplace.
• Excellent customer service, delivery, packaging and
customer aftercare.
• Strong social media outreach.
• Improving customer relationships and brand loyalty.
(ASOS PLC, 2015).
• No physical interation with the products before
purchasing.
• Weak sales performance overseas. (ASOS PLC
financial report 2015)
• ‘Free shipping’ increases costs
MISSGUIDED
• Large social media following.
• Very popular amongst young female millennials.
• Constantly adapting to trends.
• Website is easy to navigate.
• Has celebrity ‘collaborations’.
• Garners a lot of negative feedback regarding
delivery, quality and returns.
• They have experienced quite a few website
malfunctions in 2015.
• They do not have as much of a customer outreach/
high levels of customers service.
Opportunities Threats
ASOS
• Potential for future growth in EU and America. (ASOS
PLC, 2015)
• By stocking other brands they have reduced their
competitors.
• Consumers continue to make more purchases from
mobile platforms, including phones and tablets.
• Consumers are willing to spend more money on
unique, diverse, exclusive products.
• Increased competition due to new e-tailers.
• Lack of economic stability affects consumer
confidence.
• Tax changes
• Currency changes
MISSGUIDED
• To create more diffusion lines like competitor ASOS
has with their Marketplace.
• To become more socially responsible in terms of
being ecological and fair.
• To expand on social media, especially with their
customer service options.
• To have more ‘catwalk’ options and not just limit it to
bridal wear.
• Increased competition as the online fashion domain
increases.
• Established retailers shifting into the online realm,
which can lessen its USP.
• Their target demographic is only younger females
which means they lose out on a huge part of online
shoppers.
2524
Fig d. ASOS Brand Positioning (Author)
Table 8. ASOS and Competitor’s SWOT

MARKET
RESEARCH
3.1 PESTEL Analysis
Political
The lack of political stability, with the upcoming possible exit to Europe could cause a sense of unease within
the public. This could prevent people being willing to spend their money as pulling out the EU could bring
about changes to the economy. The public are receiving too much contradictory information from different
sources they do not know what to believe and trust.
Economic
The upcoming EU referendum and possible Brexit may have great consequences on the UK fashion retail sector
including ASOS. The aspects of the brand that could be affected are international and domestic trade.
These changes could occur from ‘macro-economic factors, such as the strength of the pound’ as ‘HSBC has
warned a ‘Brexit’ could wipe 20% off sterling’s value’, which would affect the attractiveness to buy Asos’
products.
EU withdrawal would: “deter investment” and “threaten jobs” (Retail Week, 2016).
Social
The increasing use of social media could accelerate the social awareness of Asos’ campaigns. ‘Social media
users have risen by 176 million in the last year’ (Smith, 2016). As Asos are an e-tailer and carry out the majority
of their marketing promotion online through social media. This growth in online users would prove beneficial to
them in the long run and could result in increasing sales.
Technology
There’s an increased access trend to online shopping in the UK. The fashion company provides a shopping
application on mobile devices. ASOS is investing more money to operate the website and mobile application to
maintain global access. The company produce 3D printing on their products. Strong online secure system.
Legal
ASOS has several policies which include internet privacy, employment law, child labour and data protection
laws. Legal incompetence of Designs protection will cause counterfeiting (IPO, 2012). The company has
extensive legal checks in different countries when expand business to the world.
Environmental
There is an increasing trend of the environmentally responsible consumer.
“Throwaway Fashion Trend” Green commercial only exist online. (Prezi.com, 2014)
FASHION WITH INTEGRITY: customers can enjoy their fashion in the knowledge that, when buying our
products, they are buying from a responsible company that is actively working to minimise the negative effects
of the fashion industry on people, animals and the environment. (Prezi.com, 2014)
3. Market Research
2726
Table 9. PESTEL Analysis

3.2 Important Findings
3.2.1 Questionnnaire 3.2.2 Focus Group
A questionnaire was conducted at
the initial stages of the project. The
questionnaire aimed to provide
an insight into the ‘20-something’
customer, their lifestyle, shopping
habits and their reaction to
the concept. Results of the
questionnaire revealed that 80%
would consider purchasing from a
premium Asos collection. Also, the
questionnaire affirmed that the two
most attractive aspects of a garment
were ‘High Quality’ and ‘Innovative
Design Features’ which led to the
decision to focus on these within
the range. Additionally, 87% were
attracted to a ‘day to night’ aspect
(Appendix A).
A focus group (Appendix B) was
conducted whereby 7 members
were asked a series of questions
and also shown the inspiration
moodboard for the range. The focus
group provided more in-depth
views on the concept and feedback
was positive as most said they could
see themselves in the line. Some of
the feedback was also constructive
which was very useful in refining the
concept.
Focus group members informed us
on appropriate pricing for particular
garments in the range and their
preferences when purchasing
clothes.(Table. 11) and on the
willingness to make a statement
with their clothing. (Table. 10)
transcript and results at Appendix b.
The metallic, edgy trend was present on the streets of London as shown from our street style images captured. This shows that there is already
a customer for this trend therefore indicating that the range is likely to sell. The street style images can be seen from Image 12. to Image 21.
The womenswear market will rise by 27.9% between 2015 and 2020, the equivalent of £6.6bn, as the economy recovers and consumer
confidence returns. As wage growth recovers and improved disposable incomes allow consumers to increase their spend on clothing, average
spend per head on womenswear will grow by nearly £200 between 2014 and 2019, reaching £1,021.62. - (Verdict, 2016)
Women’s Forecast A/W 17/18: Nocturne: “Sophisticated embellishments are at the heart of this story, with cut glass, crystal and diamonds
inspiring subtle sparkle. Lace is layered with sheer mesh panels, and micro beads and crystals are incorporated throughout. Metallic yarns also
shine against a base of deep greens and greys.”- (WGSN, 2016)
“A recent campaign by Jigsaw highlighted the longevity of its clothing, both in terms of quality and timeless style, by pairing pieces from the
2015 collection with items from the 1990s….Other retailers that performed well over Christmas such as Ted Baker and White Stuff also held
back on discounting, highlighting that when the product, branding and store experience are right, women may be willing to look beyond the
price..”- (Mintel, 2016)
3.2.3 Street Style
3.2.4 Secondary Research
2928 Image 12, 13, 14, 15, 16, 17. Street Style (Author)
Table 10. Important Findings from Focus Group
Table 11. Important Findings from Focus Group
Image 18, 19, 20 , 21. Primary Research (Author)

MARKETING
COMMUNICATION
PLAN
4.1 LOGO Explanation
4.2 Tagline
ASOS EDGE’s tagline is #whatsyouredge (Fig e.). The personal
pronoun ‘your’ directly addresses the customer and encourages them
to ask themselves this question. Asos values bravery and individuality
therefore the hashtag ties in with this; #whatsyouredge urges ASOS
customers to come up with something that makes them stand out,
whether it’s their style or other aspects of their identity.
As a form of consumer-generated content, consumers can post an
image of their ‘edge’ on social media in order to enter a competition
to win tickets to the ASOS Edge launch event. In addition, the
hashtag is used throughout our marketing communications which
leads to consistency within the campaign.
ASOS EDGE strives to cater to the confident ‘ASOS Girl’. In order to do this, the brand
logo (Image 22.) needs to embody the boldness of what the collection aims to get across.
During the design process, a metallic jacket that is a piece of the collection was added
to the background of the bold text. ASOS EDGE as a concept aims to be a recurring
collection that adapts to current trends every season, in order to stay at the ‘edge’ of
fashion. For this reason, the background of the logo is changeable to fit current trends – it
can be changed to any item of clothing, depending on what is considered to the epitome
of fashion at any given time.
4. Marketing Outcome
3130
Fig e. ASOS EDGE Tag Line (Author)
Image 22. ASOS EDGE LOGO (Author)

4.3 Brand Moodboards
4.3 Brand
Moodboard
As shown in the image,
ASOS Edge embodies
expressive individuality in order
to help the confident ASOS
Girl create a statement with her
clothing through its unique qualities.
The day to night aspect of the
collection allows the apparel to be more
versatile and wearable, making it useful
for any potential consumers as they will be
getting sufficient value for money. The ‘gritty’
look and feel of the collection differentiates the
clothes from those that are currently in the market,
furthering the unique outlook of the range. Through
the various cuts, materials and designs of each piece
of clothing in the range, we have been able to portray
it as experimental and edgy, which makes the clothing
appear more premium and of a higher standard.
4.4
3332
Fig f. ASOS EDGE Moodboard (Author)

• To increase awareness of ASOS’s
fashion diversity internationally and
within local boundaries.
• To combine high fashion with street style
aesthetically
• Making the edgy wearable
• To introduce and increase awareness of
ASOS’s fashion eccentrics within local
boundaries and internationally.
• Increase ASOS’s market share 2% by March
2018
• Bring ASOS to a higher end market.
• Increase premium fashion goods online
• Change brand’s positioning
4.5 Objectives of ASOS Edge
W
OUR RANGE
MEANS TO CATER TO THE
CONFIDENT
ASOS GIRL
WHO WANTS TO MAKE A
STATEMENT
THROUGH HER
EDGY
STYLES
4.6 Visionary Statement
3534

4.7.1 Customer Moodboard
Table 12. ASOS EDGE Pen Portrait
Amber, a 25-year-old woman who
just is doing online fashion journalism
at a publication company. She
graduated from Central Saint Martins
four years ago.
Amber shares a three-bedroom flat
with other two girls at Central East
London, zone 2. Her monthly rent is
£900.
Amber is middle class. She is hard
working and passionate about writing
fashion. She aspires to be promoted in
this competitive industry.
She is in a stable relationship and is
not planning to marry at the moment.
Amber always likes to seek attention
from others. She is adventurous on
dressing herself, enjoying trying new
and bold styles. She is highly sociable,
energetic and outgoing.
Amber likes hanging out with friends
at parties and night clubs. She attends
festivals like Coachella annually
because she is a music lover. She is
also tech and fashion savvy, enjoying
being inspired by online fashion
content everyday.
Amber is always on the lookout for
stylish garments with good quality.
SOCIO-ECONOMICFACTORS
PSYCHOLOGICAL
FACTORS
this competitive industry.
She is in a stable relationship and is
not planning to marry at the moment.
Amber always likes to seek attention
from others. She is adventurous on
dressing herself, enjoying trying new
and bold styles. She is highly sociable,
energetic and outgoing.
Amber likes hanging out with friends
at parties and night clubs. She attends
festivals like Coachella annually
because she is a music lover. She is
also tech and fashion savvy, enjoying
being inspired by online fashion
content everyday.
Amber is always on the lookout for
stylish garments with good quality.
She thinks the quality is more
important than the price itself. But
she is still obsessed with good value
product: Good quality at a reasonable
price. Her favourite fashion brands
are Topshop Unique, All Saints and
Religion.
Amber's wardrobe is filled with the
clothing with the average price of
£90 or above. The clothing styles are
unique, smart-casual, trendy and
sometimes gritty look is preferable.
And the colours includes a certain
amount of metallic shimmery pieces.
She also owns a couple of high-priced
evening dresses.
Amber shops every two weeks online
and in-store. She is inspired by gritty
and metallic (statement) pieces when
she is shopping.
Amber cares about style and quality
more than price. She is always
interested in trendy items but willing
to stand out from the crowd.
SOCIO
PSYCHOLOGICAL
FACTORS
CONSUMERDECISIONS
3736 Fig g. ASOS EDGE Customer Moodboard (Author)

4.8.1 ASOS EDGE SWOT
Opportunities Threats
• More clothes being sold in Europe and Western
countries as shown on their 2015 financial report
– shows an increase in customer buying power
which means there is more scope for different
kinds of clothing on ASOS. This means customers
are likely to purchase from ASOS EDGE.
• With the addition of a new line, more clothes will
be sold which will lead to an increase in profits
overall.
• The idea of a pre-existing clothing trend being
categorised allows for differentiation/expansion
and increases how user friendly the website is as
there is currently no sub-category for ‘metallic’ or
‘gritty’ clothing.
• EDGE will introduce new fashion concepts
to different markets, making the website a
‘trendsetter’.
• Currently there are a lot of competitors in the market
with gritty and/or metallic designs, which means there
is a lot of competition for the brand. They will have
to differentiate themselves completely in order for
them to stand out and have some sort of USP. From
premium brands to high street brands, everyone seems
to be following this trend so they will have to market
themselves in a completely unique way.
• There is a possibility of rejection from their current clients
to this new cateogry and change in the website as they
may not be as accommodating or accepting of the new
style of this range.
• There is a chance of customers rejecting this idea as well
due to the increase in price for the ‘premium’ line, as
ASOS’s loyal customers are not used to paying such a
price for the brands products. This could lead to a fall in
sales and profits.
4.8.2 COMPETITOR SWOT
Strengths Weakness Opportunities Threats
• ‘World’s premier luxury
fashion destination’
(Net-a-porter, About us,
2016).
• Express worldwide
shipping to more than
170 countries. Same
day delivery offered.
• 24/7 multi-lingual
customer support.
• High quality product,
sustainable.
• App
• High price point
excludes large
customer segment.
• Luxury consumers
often want to shop
in person for luxury
goods.
• Develop and increase
sales internationally.
• Expand their product
range to men’s and
children’s wear.
• Brick and mortar luxury
retailers.
• Economic uncertainty
delaying purchases and
knocking consumer
confidence.
Table 14. NET-A-PORTER SWOT Analysis
Strengths Weakness
• Currently extremely on trend as shown on Spring
2015/16 runways (Stella McCartney, Alexander
McQueen and more) (W. Magazine). This means
there is demand for the style which will means
people will be more likely to purchase this style
of clothing.
• The ‘Edge’ idea can be considered to be a follow
up and revitalised version of ‘Asos: Dark Future’
which shows the concept to be a likely choice
as it is something ASOS will be able to create
comfortably.
• Based on the 163 replies from the questionnaire
(Appendix a.), it is easy to see that there is
already a plethora of people available and willing
to purchase clothing from this range.
• The idea of ASOS’ own ‘upscale’ range on par
with lines such as Topshop Unique is something
they haven’t done before and gives them an
extra competitive edge.
• The idea of ASOS EDGE fits perfectly with most
concepts from the ASOS brand profile - the
range is brave, unique and innovative which
creates scope for growth and purchase value.
• The distinctive designs and materials make it
different to other products on the ASOS website,
which helps to eliminate competition.
• As there are already a few ‘premium’ lines on ASOS,
there is competition within its own brand and its
customers may not be willing to spend more on an
actual ASOS product as compared to something from
BCBG or Coast.
• Currently, this style of clothing is aimed at Western and
European markets which means it may not have the
same appeal in international markets.
• The range requires various new materials and designs
which will result in potentially high costs, minimising the
amount of profit yielded.
• The idea could clash with people’s pre-existing concept
of what fashion is, due to it being quite “out there” -
there is a risk of people not being accepting of this new
outlook on fashion.
Table 13. ASOS EDGE SWOT Analysis
3938

High Quality
Low Quality
High PriceLow Price
4.8.3 Positioning Map
Low Price
RANGE
PLAN
4.9 Marketing Mix
4.9.1 Product
ASOS EDGE’s
collection(Fig i.) is
marketed as ‘premium’
due to the high quality
materials and designs
which leads to a higher
price point.
The innovative designs
that fall in with current
seasonal trends give the
range its ‘edge’. EDGE’s
uniqueness lies within its
ability to follow current
trends and capitalise
from it by creating
distinctive designs that
give its wearer the ability
to be more confident
and expressive with the
statement pieces.
4140
Fig h. ASOS EDGE Positioning Map (Author)
The image is taken by authorFig i. ASOS EDGE Range Plan (Author)

Product Type RRP
Leather jacket £250
Suede jacket £235
Bomber jacket £200
Blazer £230
Jumper £60/ £110
T-shirt £35
Netted top £95
Kimono blouse £130
Mesh blouse £110
Shirt dress £175
Faux leather cut out dress £225
Faux leather jeans £150
Metallic jeans £125
Leather waved skirt £145
Metallic skirt £135
Necklace £65
Bag £180
Court heels £150
Chained boots £245
Target customers of ASOS EDGE
are working and older than
ASOS target customers. The
line increases the recommended
retail price (RRP) as the EDGE
collection provides high quality
fabrics and constructions. In our
questionnaire (Appendix a), over
80% participants state that they
would consider purchasing the
EDGE collection. The price of
ASOS EDGE is between £35-
£250, it is higher than ASOS’s
normal price as our target
customers can afford more
expensive price for good
quality clothing. According to
the focus group (Appendix b.),
some participants said they
felt disappointed about the
quality of the fashion products
and this is the reason they stop
shopping in ASOS so the new
range wants to provide a better
version of clothing in order to
keep the consumer loyalty and
bring new customers to ASOS.
See Table 15. for the price
range of the products.
4.9.2 Price
Table 15. Product Price
4.9.3 Place
#WHATSYOUREDGE
Win the ticket to
Launch Event >
Do You Dare
Accessories Bags Skirts Shoes Jackets
The changes made to the layout of the ASOS landing page in terms of colour,
were able to reflect the tone of the brand positioning(Fig j,k.). The website
experience will remain relatively the same, the darker colour scheme will help
connote the exclusivity and sophistication of the new range. When initially
clicking on the hyperlinked photo from the ASOS homepage, customers are
met with the ASOS EDGE trailer, without a choice. This further connotes the
exclusivity of the range. ASOS EDGE’s page then proceeds to display the
different types of items sold, hyperlinked behind photoshoot images. The
photos are anchored with catchy tagline that relate to popular culture today,
presumably understood by our segment of millennials.
4342
Fig j, k. ASOS EDGE Website (Author)

4.9.4 Promotion:
4.9.4.1 Traditional Marketing
Underground posters allow us to make
contact with target customers, and
continue to grow relationships with
them. The ASOS Edge poster (Fig I.)
interacts with customers on a daily basis,
as the tube is one of the main means of
transportation. The Tube handles up to
4 million passenger journeys per day.
(Transport of London, n.d.) It is believed
that the use of traditional promotion can
become an authority on subjects so that
new customers trust us.
ASOS Magazine (Fig m.) provides our
new collection details to our audiences.
It is thought that the budget could be
reduced and lowered as ASOS magazine
can promote our collection without any
cost. The hardcopy communicates with
readers though the visual effects in the
magazine.
4.9.4.2 Digital Marketing
WEBSITE
ASOS Edge has a page in ASOS.com, like other lines do on the website. Website
user can purchase products of ASOS Edge in the website. In the landing page of the
Edge, user experience visual effects such as pictures and videos. They can also easily
assess the adverts and products.
EMAIL NEWSLETTER
ASOS Edge delivers information of the upcoming collection and its launch to
customers via an emailed newsletter. It helps readers understand the new line
and concept story. In the recent questionnaire we did (appendix a.), almost all
participants are daily internet users.
APP
ASOS Edge will have a page in the ASOS app (Fig n.). Application users can watch
the advert when they click on pictures in ASOS Edge page in the app. There will also
be an option for quick purchasing through the app.
4544
Fig l. Mock-up Tube Posters (Author)
Fig m. Mock-up ASOS Magazine (Author)
Fig n. Mock-up Landing Page (Author)

As part of its
PR, ASOS EDGE
will collaborate
with a series of
bloggers in order
to utilise their large
following to raise
awareness of the
collection and give
customers ideas
of how they might
style some of the
pieces. Since the
range is premium,
bloggers/Youtubers
were selected
based on their
spending habits of opting for investment high
quality pieces and also their edgy style. The
selection of these bloggers/Youtubers (Table
16.) can also be justified by the fact that many of
them have already previously worked with ASOS.
They will also be invited to the launch event
consequently raising the profile of the event.
4.9.4.3 Public Relation
Blogger/Youtuber Collaboration
Name Tasha Green Samantha Maria Fleur De Force Jess Lexi A.N. Amelia Liana
Instagram @tasaggreen @samanthamariaofficial @fleurdeforce @sunbeamsjess @fashionfilth @Amelialiana
Instagram
Followers
46.7k 538k 746k 100k 52k 294k
Youtube
Subscribers
116k 1.7m 1.3m 298k 163k 430k
Table 16. Targeting Blogger/ Youtuber
In order to appeal to
ASOS’ young, millenial
consumer, who enjoys
socialising, concerts
and clubs, meant that
it seemed appropriate
to incorporate a music
element into our
campaign. This helps
to link the music and
fashion industries. DJs
Eclair Fifi (Image 23.)
and Moxie (Image 24)
both featured in BBC
Radio 1’s ‘ In New DJs
we Trust’ (BBC, 2016)
will perform at the
launch event and also
be gifted some pieces
from the collection.
Additionally, singer
Jess Glynne (Image.
25), will be the muse/
brand ambassador for
Asos EDGE and her
celebrity profile will
aid in promoting the
range. Her single ‘Why
Me’ is also the backing
track for ASOS EDGE’s
promotional video. Jess
Glynne was chosen to
be the muse for the
range since her style
and music genre ties
in with the collection.
She will be given access
with the complete
range to wear when
she pleases, as well as
an invite to the launch
event.
4746
Image 23. Eclair Fifi
Image 25. Jess Glynne
Image 24. Moxie

4.9.4.4 Social Media
The main focus for the marketing communications of the launch
is social media since it’s the main way ASOS communicates with
it’s customers and also keeps down the budget. Fig o. illustrates
how ASOS EDGE is going to engage with online audiences on
different social platforms.
On Twitter there will
be constant interaction
with customers about
the upcoming line, and
customers will be asked
what gives them their
“edge” in order to get
#WHATSYOUREDGE
trending.
ASOS’ Insiders will be
key in promoting Asos
Edge. Becky, Isabelle
Marie, Shope and
Anna’s styles would suit
the new range well as
shown in these images.
Our focus group revealed
that 6 out of 7 of members
get style inspiration from
Instagram which led to the
decision to focus most on
this particular platform.
Instagram will be used as a
way to create hype during
the lead up to the launch.
Posts will include: images
from the photoshoot, close
ups of fabrics/products
and short video teasers.
The teasers will consist of
flashing images generating
anticipation for the launch
by providing the consumer
with small snippets of the
range.
On Facebook, ASOS will
post ‘ASOS Likes’ articles
relating to ASOS Edge and
the inspiration behind the
line.
There will be a Pinterest board featuring images which inspired the
aesthetic of the range. This ties in with what ASOS has done for
previous own-brand lines on Pinterest.
Autumn
A/W 17
ASOS INSIDER
4948
Fig o. Targeted Social Channels (Author)

4.10 Launch Event
N
E E
LA N E EN
01
02
03
04
most edgy outfit
PE N
To celebrate the concepts release, ASOS will be hosting a special launch event on
Friday 6th October 2017 at the Drama Park Lane nightclub in Mayfair.
The launch event will play host to the entire capsule collection. Their with be a live
runway showcasing the entire line; the incredible DJ skills of Clair Stirling (Eclair
Fifi) and Moxie, and interactive mirror that simulates trying on the collection.
The interior designs of the nightclub will speak to a futuristic vibe (Image 26-31).
The muted colour scheme will play as a backdrop to the collection, allowing the
clothing to be the stand-out pieces. The runway and fixtures will be geometrically
shaped, emulating the brand.
The collection will be housed on LED rails and hangers. The showroom with also
play host to the featured ‘broken mirror’ wall and an RFID mirror.
The hashtag
“#WHATSYOUREDGE” will
be used to throughout social
media to promote ASOS
EDGE’s marketing material.
It will also be used on
Instagram for the creation of
User Generated Content.
Users will follow the posted
instruction, alongside using
the hashtag for a chance
to win tickets to the launch
event.
The Drama Park Lane nightclub was chosen
a as the location of the launch event due
to the demographic of its attendants. The
demographic of its attendants very much
match the demographic for ASOS EDGE.
N A N PLAN
A N ARGE E ANNEL
PA AG NG E A
LOGO STICKERCOLOUR PALETTEBRAND STORY
LOOKBOOK
BRAND STORYThe A/W’17 line has an extremely ‘gritty’ outlook to it - the range
almost seems rebellious in its nature, as it strives to fight past societal
norms such as overtly feminine fashion for women and subdued or
pastel colours as a staple. EDGE gives the ‘ASOS girl’ that extra ‘oompf’
when wearing one of the pieces. It gives customers the opportunity to
bridge the gap between high fashion and street style trends. Through
the wearable colour schemes and comfortable materials, the clothing
can be worn everyday, day to night – through the combination of the
‘grunge’ and ‘futuristic’ looks. We were able to create a range that is
extremely on trend; something that truly matches the characteristics
of the ASOS consumer. The slightly higher price point provides a new,
‘premium’ experience that showcases the quality of what they’re paying
for, due to the upscale designs and materials, whilst still maintaining
an attainable price.
In addition, all guest in attendance will receive
an exclusive ASOS EDGE media kit; complete
with brand story, colour palette, stickers and
exclusive Lookbook (Fig. p).
5150 Image 26, 27, 28, 29, 30, 31. Launch Event Design (Author)
Fig p. Media Kit (Author)
Image 32, 33. Drama Night Club

4.11 Press Release
FOR IMMEDIATE RELEASE
ASOS EDGE Launch Event Announcement
ASOS will release a new own-brand line called ASOS EDGE on the 6th October 2017.
To celebrate the releasing, ASOS will be hosting a special launch event on the 6th October 2017
at 6PM at Drama Park Lane nightclub in Mayfair.
ASOS EDGE responds to trends as they emerge. The concept enables consumers to experiment with on-trend high fashion combined with
street style. The new, slightly higher pricing provides a ‘premium’ experience for the ASOS consumer; it showcases the quality of the designs
and materials, while still maintaining an attainable price point. The A/W 17 capitalises on the up-and-coming metallic trend, underlined with
a gritty vibe. EDGE delivers brave statement pieces designed to transform any outfit and empower women to be confident in their style.
The tagline #whatsyouredge accompanies the line and ASOS customers are encouraged to use this hashtag on social media. There will be
a competition where the best images using the hashtag will win tickets to the launch event.
At the Launch Event, there will be a catwalk showing the collection, promotional content shown on a projector and flash mirror technology.
DJ Eclair Fifi will play at the event and celebrities, bloggers and Youtubers will also attend the launch.
ASOS looks forward to welcoming you on the launch event.
For the further information, please contact:
Anna Mattei
(+44) 7894758690
anna.mattei@asos.com
Advertising and PR Director of ASOS
PRESS RELEASE
4.12 Look Book
ASOS EDGE is a trend responsive, capsule collection tailored to the avant-garde, 21st century fashionista. The concept
allows consumers to experience experimental, on-trend high fashion, within the comfort of wearable street-style. Each
garment will give the ASOS girl an essence of confidence as she wears the garments with boldness and fearlessness. Each
pieces is uniquely made with quality fabrics alongside sophisticated embellishments. ASOS EDGE provides the ASOS girl with
the ultimate premium and statement pieces she desires.
5352
Fig q. Look Book (Author)

4.13 Packaging
Parcel Box
In order to maintain the consistency of
the packaging, we keep using black and
white as the main colour on the parcel
box (Image 34.). Below the logo, there’s
a hashtag #WHATSYOUREDGE with
capital letters which can draw customer’s
attention and encourage them to put
the hashtag on social media platforms,
meanwhile, promoting the collection
and increasing interactions between
consumers and the brand.
Price Tag
In ASOS Edge collection, we use
white as the background colour
because it makes the collection
logo stands out on the price tag
(Image 35.). The contrast black
and white emphasises our
collection unique selling
point Day to Night.
Collection Sticker
Every parcel has a sticker as a
souvenir when you purchase
products from ASOS Edge
(Image 36.). It promotes
the new collection when
people see ASOS Edge
stickers.
4.14 Summary of Costs for Marketing
Item Requirements Quantity Cost Source
Photoshoot
Costs
Photographer 8 hours £2025.00 (Marinovich, A. 2016)
Videographer 8 hours £500.00 (Anon, We capture. 2016)
Make up artist 8 hours £180.00 (Anon, UniQ studios. 2016)
Hair stylist 8 hours £180.00 (Anon, UniQ studios. 2016)
Location
£15,000
(negotiable)
(Anon, Hire Space. 2016)
Models 4 models £720.00 (Anon, UniQ studios. 2016)
Underground
Posters
Digital screens
on escallator
Oxford
Circus (10)
Not Available (Anon, Transportmedia. 2016)
Large tunnel
platform
posters
Green Park
(1)
Not Available (Anon, Transportmedia. 2016)
Packaging Boxes 10000 units £6.086,55 (Anon, Pixart printing. 2016)
Tissue paper
5x 960
sheets
£90.02 (Anon, Nashville wraps. 2016)
Stickers 10000 units £342.40
(Anon, Discount sticker
printing. 2016)
Price Tags 10000 units £700 (Anon, HandyTags.com, 2016)
PR Vlogger gifting 4 units
Average £550
each- Total
£3300
Budget £50,000
Total Cost
£30,000
(excluding the
tube posters)Table 17. Cost for Marketing
5554
Image 34. ASOS EDGE Parcel Box
Image 36. ASOS EDGE Sticker
Image 35. ASOS EDGE Price Tag

4.15 Gantt Chart
Table 18. Gantt Chart
5756

Pinterest
EDGE Clothing with purchase link
5958

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Image Referencing
Image 1.: look.co.uk
Image 2.: asos.com
Image 3.: asos.com
Image 4.: www.designbyroka.com
Image 5.: pinterest.com
Image 6.: www.motivationmarketing.co.uk
Image 7.: asos.com
Image 8.: youtube.com
Image 9.: asos.com
Image 10.: The picture is taken by the author
Image 22.: The picture is created by the author
Image 23.: bbc.co.uk
Image 24.: truantsblog.com
Image 25.: www.ew.com
Image 32.: velvet-pr.com
Image 33.: privilege-entertainment.com
Figure a:
http://www.asosplc.com
http://paralympics.org.uk/
http://www.asosplc.com
http://jamesdavie.com
www.ogonoid.com
Figure c:
http://www.asos.com
awake-smile.blogspot.com
https://uk.pinterest.com/
Figure o:
https://www.instagram.com/
https://facebook.com/
twitter.com
Table 7:
http://www.asos.com/women/
Table 12:
Table 16:
tashaggreen.blogspot.com
fashionfilth.com
amelialiana.com
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6. Appendices
6.1 Appendix a. Questionnaire and its Results
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6.2 Appendix b. Focus Group Transcript and its Results
How do you define your style.
Melody: Casual and sporty.
Yasmin: Simply, slim cutting and casual.
Chloe: Classic, classy and tailored.
Kate: Bare edgy, casual, cost effective, vintage, hipster
Coco: My style is really random. It depends on the occasion. I wear all black to school, but for the weekends I will be creative and bold. And if it
is a special occasion, I will dress depend on my mood.
Angel: For me I like to wear something cool. Probably being casual fro daily life, but wanting to be different from other people, especially for
special occasion.
What do you look for when you shop for clothing.
Melody : Texture, quality and mood.
Yasmin : Design and colour.
Chloe: The feel of the material, I don’t like scratchy material, easy to wash, like colours that suit me/ my skin tone.
Kate: Comfort, colour, hip/figure accentuation
Angel: I will look for the things that fit the seasons or the trends, especially get the different colours items for the new season.
Coco: Usually I look for something that is classic, elegant and definitely not following the trends. It is not smart to follow the trends from
different seasons, because you won’t look like yourself if you follow the trends. So I tend to look classic, not necessary simple, but the clothes I
look for have to be eternal design.
3. What do you think of Asos range?
Melody: It is pretty wide but I won’t purchase.
Yasmin: Its diversify!! They sell stationary and gift. I love the way they have special page for festival, For example : In Valentine’s day, ASOS has
a page for valentine day and show the catalog like For HIM and For HER. Because I have no idea what should get to my boyfriend so that’s a
really good thing to provide inspiration to customer. And I love the design of the brand, but I don’t like the quality as the texture just similar as
Primark. Picture in internet and product which I receive are not the same.
Chloe: Love it, but get rid of Primark and New Look. I only shop asos own or brands I can’t find on the high street.
Kate: Metallic grunge, Rihanna inspiration, met gala, pastels
Angel: They are nice. They showcase the clothing in a detail way, so you can find whatever you want easily from the categories. And they
sometimes will put the street style or the celebrities on the website, kind of justify why they are selling these clothes now.
In relation to fashion; what comes to mind when you think of “edgy” or “edge”.
Melody: Something really fashionable and not everyone can handle this style.
Yasmin: Dress special and vintage. Out standing: Some fashion designs like Rick Owen. Vintage: Bright colour with cute pattern (like doc and
flour pattern)
Chloe: Boxy fit, sharp tailoring, spikes/studs, embellishment
Kate: Individuality, colour, figure accentuation, confident, down to the persons vibe, mysterious, breaking mystery.
Coco: Outstanding. Ahead-of-time. Being bold.
Angel: If someone is described as edgy, probably he or she is a fashion blogger. They have their own style and taste in clothes.
Vivian: Edgy people have their own attitudes and styles, standing out from the groups.
What do you think makes an outfit edgy - Elaborate
Melody: People in Central Saint Martin. Like large piece of black fabric which costs £2000. Some garments have good design but not everyone
loves it.
Yasmin: Some people dress creepy or uni-sex. Weird cutting in the garment.
Chloe: Different, unique, breaking boundaries, clashing trends e.g. leather and lace
Kate: Down to the person, styling, how you carry yourself
In relation to one of these boards, how do you feel about a line like this? Could you see yourself wearing these garments
Melody: I can see myself in this line. I love t-shirt and metallic jacket, bomber jacket, black jacket and black jumper.
Yasmin: It’s a nice and wearable line. It’s on trend. Items are easy to mix and match.
Chloe: I personally don’t wear black because it washes me out. I like the metallic.
Kate: Due Shape, fit, the way it hangs, colours. Celebrity influence
Due to colour, shimmer, party-vibes
Angel: I prefer the core product: leather jacket and the T-shirt.
What would you change about this type of line – Elaborate
Melody: I don’t see oversized simple T-shirt is suitable for this line. T- shirt pattern is so weird. No PINK. Something wearable not too exposed.
Yasmin: I think that’s a good line. I don’t see anything needs to change.
Chloe: I would probably combine metallic with a more feminine piece.
Kate: Heavy looking, too formal, a little too much for casual wear
Angel: Cannot really think of anything to be improved. But the images that I am looking at now are more likely to be in pieces instead of a
person wearing it on the street. I want to see the whole look, the whole image.
Vivian: I think you should consider about the clothing is comfortable or not. People tend to wear something which is unique from the outside
but still feeling comfortable at the inside. By looking at the leather black trousers, people will imagine themselves being tight-up in them. so
you need to do some justice to make sure the clothes are comfortable when they are given to the customers.
Coco: I think there should be one product really stand out.
Are you concerned about high fashion/ celebrity styles?
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Melody: Yes, I love to see celebrity fashion style, they always wear something which hasn’t released, like fashion trend prediction.
Yasmin: Yes, when there are new designs of high street brand release I normally see any celebrities wear them or not.
Chloe: Only Keira Knightley to be honest. I prefer not knowing who the model is- the clothes stand out more on an unknown model- the
celebrity distracts from the clothes.
Chloe: Natural trickle down affect, but your not seeking it.
Coco: I only care about one celebrity, Chiara Ferragni, the most popular fashion blogger.
Vivian: I will look at celebrities’ styles as looking for inspiration. For the high fashion styles. It’s not always that good. It changes by seasons or by
designers. Every successful high fashion brand has certain consistency and always starts the design from the brand spirit. So if you are creating a
line as a buyer, taking inspirations from high fashion lines, you have to target very precisely and carefully. So that you won’t make any confusion.
Where do you seek style inspiration- specific social media- effective ones
Melody: Some time I read magazine (Styles) and online retailer (Net -A- porter and My Theresa) social media (Weibo and Instagram) also
shopping. I normally see some fashionable bloggers in internet and get inspiration.
Yasmin: I always look at Blogger’s Instagram such as Aimee Song and Isabel (prettyfrowns) in order to get some new fashion inspirations.
Chloe: Instagram- accessible, instant, normal people and their style
Kate: Social Media - Instagram – follow people who are stylish.
Street style inspiration
Vivian and Coco: Yes. Instagram. Every day.
Are you concerned about making a statement with you clothing?
Melody: I don’t care about it. I just be myself.
Yasmin: I feel uncomfortable if people judge my fashion scenes.
Chloe: Occasionally- I like to make a good impression with my clothing but not too much of a statement- I don’t want to shock but I want to be
noticed
Kate: No, a lot of competition. Not bothered about what others think
Angel: I’m not really concerning about making a statement, because the thing you wear today will not be the same as the thing you are going
to wear tomorrow. You even wear different clothes in daytime and nighttime. I don’t want to limit my choices. And it is always nice to explore
your own identity.
Coco: I actually care about it a lot. I like playing with identities. Depend on the occasions, sometimes I will just wear something different to
shock the people who know me, and I enjoy the process of stating my different identities, and sometimes the identities can be false/ fake.
Vivian: I agree with Coco.
Which garment do you like the most and why?
Melody: Metallic jackets would be nice as I’m looking for new jacket recently. I love this kind of colour and shinny looking.
Yasmin: I love black dress with long sleeves (sparkling diamonds). I love the way the dress with sparking diamonds that would be a nice garment
to attend some social activities like dinners and parties.
Chloe: The metallic skirt (kendall)- versatile, can be dressed up or down, good for going out
Kate: Netted Nude dress. Grey dress (Rihanna), metallic bomber, nude trousers, black jumper
Angel: I prefer the core product: leather jacket and the T-shirt.
How much would you potentially pay for that particular garment
Melody: It depends on the brand. If it is high street brand I would spend around £200- 400.
Yasmin I’d probably spend £80 - £100 to purchase this garment.
Chloe: Max £30
Kate: Netted Nude Dress - £50 (Bargain), Grey Dress - £60 (Reasonable Price), Metallic Bomber - £50, Nude Trousers - £30 (Max), Black
Jumper - £20
Angel: I like the basics. I will pay £10 to £15 for the T-shirt. For the pink skirt will probably be £30 to £50.
Coco: I will pay the silver jacket for £200 if the quality is good.
Vivian: I can’t really said that because I know how much will it cost to produce this piece (champagne gold jacket).
What do you think of the tag line “Edge has no boundaries”
Melody: Not bad. I think there are different fashion standards in different countries. In the UK, people from Shoreditch or Central Saint Martins
are sort of being edgy fashion with limitless. They have weird fashion style and draw attention.
Yasmin: I think it’s nice. Lovely!
Vivian: It is not symbolic, and it is hard to match with the brand. It’s like you read and you will forget. there’s nothing solid to remember.
Coco: It causes so many confusion for the customers.
Vivian: “Edgy has no boundaries” is like too many possibilities, and if there are too many possibilities, you will become no possibility.
Coco: It just doesn’t make sense to me. Like Vivian just said, have to define it.
Vivian: You have Edge at the begging(as the title) which defines your line, but edge without boundaries kind of cancel what you defined.
Angel: from the customer point of view, I will forget it after I read it, not really catchy.
Coco: keep it simple.
What do you think of ASOS’s current user interface- do you shop by category, colour type or collection or other.
Melody: I shop by colour type and size normally.
Yasmin: I’d go for new arrivals when I get in the website.
Chloe: Category, low to high, get rid of primark and new look- focus on Asos Own brand, search bar: lace, scallop, cut out, cropped, navy
Kate: Tops, What’s new - always everything (overwhelming), sale to browse
Angel: It depends on do I know what I am going to get or not. For example, If I know I want to get a black dress, I will definitely go to “Dress”,
and then “Black”. But if I just want to shop some clothes, I will just go to the edit collection and just have a look. One of my friends will just go
on Asos to browse the collection because they have student discounts. Also, I will always browse the collection from Asos newsletters which are
sent to my email.
7170

How do you define your style?
Casual Sporty Simply Edgy Tailored Vintage Hipster
Vivian 1 1
Angel 1 1
Melody 1 1 1
Yasmin 1 1 1
Chloe 1 1
Kate 1 1 1 1
Coco 1 1
Total 5 2 2 4 2 2 1
Participants normally prefer casual and edgy style. They change their outfit style by
different occasions and time.

What do you look for when you shop for clothing?
Trend Design Colour Sharp Quality Material
Vivian 1 1
Angel 1
Melody 1 1
Yasmin 1 1
Chloe 1
Kate 1 1 1
Coco 1
Total 1 3 3 1 2 2
Participants mainly look for design and colour when they shop for clothing. It is
interesting to note that some of them care about colours that suit their skin tone.

What do you think of AS S s range?
etailed Inspired runge Wide iversify
Vivian
Angel 1 1
Melody 1
Yasmin 1
Chloe 1
Kate 1 1
Coco
Total 1 1 1 3 1
Participants think AS S s range is wide and diverse. They think AS S provides
different kind of styles and colours.

How do you feel about the word Edgy or Edge ?
Special outstanding mysterious attitudes bold
Vivian 1 1
Angel
Melody 1 1
Yasmin 1 1
Chloe 1
Kate 1 1
Coco 1 1
Total 2 4 1 2 2
In the customer perspective Edgy and Edge mean outstanding and confident.
They think edgy people have their own attitudes and styles standing out from the
group.

What do you think makes an outfit edgy?
Price Cutting esign Style
Vivian 1 1
Angel 1
Melody 1 1
Yasmin 1 1
Chloe 1 1
Kate 1
Coco 1
Total 2 1 4 4
Target customers think design and style can make an edgy outfit. They also think
people study in art school dress edgy and breaking boundaries.

Could you see yourself wearing our new garment?
Yes o
Vivian 1
Angel 1
Melody 1
Yasmin 1
Chloe 1
Kate 1
Coco 1
Total
Every participant can see themselves in the new line. It is believed that AS S Edge is
a potential fashion trend in the market. ocus group ensures customers are
interested to try and wear our new line.

What would you change about this type of line?
Si e Combination esign Theme Comfort
Vivian 1 1
Angel
Melody
Yasmin 1
Chloe 1
Kate 1
Coco 1
Total 1 1 3 1
esign is the most important element in this focus group. Participants think we can
improve our designs and colour to make our collection and garments stand out.

Are you concerned about high fashion/celebrity styles?
Yes o
Vivian 1
Angel 1
Melody 1
Yasmin 1
Chloe 1
Kate 1
Coco 1
Total 5 2
Most of the participants concerned about celebrity style rather than high fashion.
They mostly focus in one or two fashionable celebrities instead of the main trend.

7372

here do you see style ins iration effecti e ones
Instagram Street style Maga ine nline retailer
Vivian 1
Angel 1
Melody 1 1 1
Yasmin 1
Chloe 1
Kate 1 1
Coco 1
Total 1 2 1
Participants mostly received stylish inspirations from Instagram. They follow people
who are stylish and inspiring. It is accessible instant and beautiful.

Are you concerned about making a statement with your clothing?
Yes o
Vivian 1
Angel 1
Melody 1
Yasmin 1
Chloe 1
Kate 1
Coco 1
Total 4 3
The result of people concerned about making a statement with clothing is surprising.
Half of the participants cared about it and half of them are not cared. or those
people who don t concerned stated that they think there s many competitions so
they are not bothered about what other people think.

Which garment do you like the most?
acket ress Skirt omber umper T shirt
Vivian 1
Angel 1 1 1
Melody 1
Yasmin 1
Chloe 1
Kate 1 1 1
Coco 1
Total 4 3 1 1 1 1
Metallic acket and dress are the most popular garments in this focus group. They
think these two kind of designs are good for different occasions and easy to carry. It
is believed that increase the productions of these two kind of design could be
enhancing the profit for this collection and AS S.

How much would you potentially pay for that particular garment?
3 1 2 4
Vivian
Angel 1
Melody 1
Yasmin 1
Chloe 1
Kate 1
Coco 1
Total 3 3
Participants have different opinions about the price range for this collection. Most of
them willing to pay more for the acket in the collection. or other basic garments
like T shirts or umpers they prefer to pay less.

o you shop by category colour type or collection or other in AS S s website?
Colour type Si e ew arrival Price range
i ian 1
ngel 1
Melody 1 1
as in 1
Chloe 1
ate 1
Co o 1 1
Total 3 1 3 1
Participants mostly shop by colour type and new arrival new in when they shop in
AS S website.
7574

Individual Reflective Blog
Fashion Marketing, Year 1
Simaan Shaikh
SHA15444384
Word Count: 1,160

We are now in the final term of our first year of university – it feels unreal even saying that!
This term we have been given an extremely exciting project to do – we are doing a collabora-
tive group project with ASOS; we also have the opportunity to work with students from Buying
& Merchandising as well as from Visual Merchandising. It’s a pretty big group, 6 from our
course, 6 from B&M and 2 from Visual Merchandising. Regardless, since we got to choose
our individual course groups it makes things slightly easier as we’re still paired with people we
chose. Our goal for this project is to create an innovative range aimed at 20-somethings; so
basically aimed at millennials my age. I’m usually quite a dominating person and my friends
are the same – since we all have similar personalities I can forsee a few clashes in the future
which is the only thing I am worried about. In terms of the other two sub-groups, I’m worried
there will be varying levels of effort which would affect my grade too. I can imagine it being
really hard for such a large group of people to agree on one idea, I know there’s going to be
a lot of compromise and patience require. Nonetheless, I am very excited for this project and
I’m looking at it as another adventure on my fashion marketing journey.
Week 1
The entire group!

We are now in the final term of our first year of university – it feels unreal even saying that! This term
we have been given an extremely exciting project to do – we are doing a collaborative group project
with ASOS; we also have the opportunity to work with students from Buying & Merchandising as
well as from Visual Merchandising. It’s a pretty big group, 6 from our course, 6 from B&M and 2 from
Visual Merchandising. Regardless, since we got to choose our individual course groups it makes
things slightly easier as we’re still paired with people we chose. Our goal for this project is to create
an innovative range aimed at 20-seomthings; so basically aimed at millennials my age. I’m usually
quite a dominating person and my friends are the same – since we all have similar personalities I can
forsee a few clashes in the future which is the only thing I am worried about. In terms of the other
two sub-groups, I’m worried there will be varying levels of effort which would affect my grade too. I
can imagine it being really hard for such a large group of people to agree on one idea, I know there’s
going to be a lot of compromise and patience require. Nonetheless, I am very excited for this project
and I’m looking at it as another adventure on my fashion marketing journey.
Week 2

Week 3
We are already at the end of week 3 and it’s unbelievable how fast the time has flown! This
week was actually quite daunting as we had to present our idea as a whole to a represent-
ative from ASOS. I remember the anxiety leading up to the meeting – it had barely been 3
weeks and we already had to present an idea. We managed to present an overview of ASOS
EDGE, which the representative really seemed to like! However, I know that this week I was
extremely stressed and I seemed to project that onto some of my group members, which
was wrong of me. I let the stress get the better of me, however as the week came to an end
and we had a day before our presentation I took a step back and evaluated the situation as
a whole. I knew that my high levels of stress were magnifying the stress of my teammates –
when one person is panicking, it’s easy for ‘chaos’ to spread. I realised that I have a wonder-
ful group, with a brilliant idea we have and how prepared we were for the presentation. This
week was definitely the hardest for me so far, and I definitely owed my team an apology for
being so on edge. Now, we are getting ready for the photoshoot that will take place tomorrow
– we’ve bought and collected various items of clothing and accessories in order to encapsu-
late ASOS EDGE as a whole.
The amount of stress I
apply on myself
How well my work is re-
cieved
Amount of work we have
to do
How well I get along with my
teammates
How welll we work togeth-
er as a team
The amount of effort
put in
The quality of our
work
Circle of Concerns

Week 4
At the end of week 3, we conducted a massive photoshoot as part of our marketing campaign.
It took us time to agree on outfits because we’re 3 strong teams with differing idea. With a lot of
teamwork, compromise in equal parts from all teams and a lot of hard work we were able to cre-
ate a lookbook, and a “How To” video. I found this whole experience so much fun! It made me
realise that I’d really like to consider a future in something to do with shooting fashion campaigns
and direction. One thing that did throw a spanner in the works this week was the fact that the B&M
group decided to use more premium materials and designs for their range. This meant we had to
change a few aspects of our marketing as we were promoting EDGE as a ‘affordable’ collection.
With this added stress and the pressure of deadline week being just 14 days away, this was a lot
to handle. I could feel the tensions rising between the three sub-groups, and each groups reluc-
tance to succumb to the others opinions, and I could tell this would affect the project as a whole
by disrupting group dynamics. However, I decided to step in as a ‘leader’ and take control of the
situation. Instead of completely changing everything we had done (which was a lot) I made the ex-
ecutive decision of just changing the text on some images and adding additional effects to pictures
on Photoshop to make the images seem more ‘editorial’. With each finished picture, I could feel my
confidence with Photoshop increasing, I can now do things on Photoshop that I previously couldn’t.
At the end of this week, I am sure that we will have finished all aspects of our campaign and will
practically be ready for the exhibition.

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