Who are Asos? What do they do?
Asos is an online clothing retailer that was launched in 2000. When Asos was first launched, it was “at a time when no-one really brought clothes online”. Asos has always been and is currently still a online retailer and with a lot of hard work Asos is now “the largest young fashion brand ever created to never have had a physical store” (Asosplc.com). Asos’ aim is to “become the world’s number-one destination for fashion-loving 20-somethings” (Asosplc.com). Asos’ primary target audience are young adults but try to target as many people as they can as they have “more than 30 sizes and are committed to providing all sizes at the same prices.” (Asosplc.com). By operating in this approach it widens their target audience as it’s not predominantly catered around the average UK size within men and women.
Below is a link of a customer reviewing some clothes from Asos:
https://www.youtube.com/watch?v=mNsZrBGWsuw
Who are Asos’ competitors?
As Asos is a massive brand name for online fashion, there is a lot of competition for Asos as many fashion retailers now have online websites. Two of Asos’ competitors are boohoo.com and missguided.co.uk. These two competitors also started as just online retailers but now they also have stores whereas Asos is completely an online company with no stores. Below are the websites of Asos, Boohoo and Missguided.
Missguided:
As you can see from the image above, this website is mainly targeted at young girls who like to party as it quotes “party like a queen”. The homepage implies that they’re only trying to appeal to their party wear collection and not their seasonal wear or their standard fashion range.
Boohoo:
The Boohoo website is a lot more appealing and eye-catchy than the Missguided website. Although, there is a young woman at the front of the Asos website, you can see that the main purpose of the image is the advertisement. The advertisement is promoting ‘free next day delivery’ so that the delivery will be on time for Christmas. In comparison to Missguided, the Boohoo website doesn’t quote words like “queen” and instead uses Christmas related advertisement to engage to engage with all customers during this seasonal period.
Asos:
From my opinion, out of the three website homepages shown above Asos has the most inviting website. The reason for this is because Asos has both male and female on the homepage which targets both genders. The people in the image above are from different ethnic backgrounds meaning that the website is not just targeting one type of race/religion/sexuality steering away from any sense of discrimination. The clothes that they are wearing are funky making it more appealing for the customer, which could result in the customer being more intrigued about the websites fashion.
Personas and customer journey map:
Person 1:
Person 2:
Customer journey map:
In the customer journey map above, Sean and Chelsey have taken two different routes due to their age and shopping habits. As Sean is older than Chelsey, Sean has used the website whereas Chelsey used the app. Sean may use the website to feel more secure when purchasing as he is possibly more familiar using mainstream websites than using an app whereas, Chelsey may use the app as it is quicker and easier to use. Chelsey could use payments like Apple/Android pay via the phone wallet app. It’s more likely for Sean to feel more secure to manually type in card details through the website. It’s likely that Chelsey would look at social media and ask her friends for support rather than Sean looking at website forums.
References:
ASOS. (2018). ASOS | Online Shopping for the Latest Clothes & Fashion. [online] Available at: https://www.asos.com [Accessed 13 Dec. 2018].
Asosplc.com. (2018). Home. [online] Available at: https://www.asosplc.com [Accessed 13 Dec. 2018].
Asosplc.com. (2018). Our Journey. [online] Available at: https://www.asosplc.com/asos-story/our-journey [Accessed 13 Dec. 2018].
Boohoo.com. (2018). boohoo | Womens & Mens Clothes | Shop Online Fashion. [online] Available at: https://www.boohoo.com [Accessed 13 Dec. 2018].
YouTube. (2018). Keep or Return? | ASOS Menswear Haul and Try On. [online] Available at: https://www.youtube.com/watch?v=mNsZrBGWsuw [Accessed 13 Dec. 2018].
Missguided.co.uk. (2018). Women’s Clothes | Fashion Shopping Online – Missguided. [online] Available at: https://www.missguided.co.uk [Accessed 13 Dec. 2018].